You are to evaluate the "Personal Products" industry in terms of the five factors that determine an industry's intensity of competition (Porter's Five Factors). Based on this analysis, what are your expectations about the industry's profitability in the short run (1 or 2 years) and the long run (5-10 years)? You are to use at least three references and these references must be properly cited. For your convenience, Proctor and Gamble is a company that is an example of the personal products industry.