Walking out of the hospital room, a doctor let out a big sigh and you over hear him telling a lady, “Mrs. Porter, I’m sorry to inform you that your husband Michael has suffered acute amnesia. He has lost a large part of his memory and it is causing him to go into a deep depression. It appears that if he could only remember his famous ‘Five forces theory of competition’ that it would bring him out of it. Unfortunately, I can’t find anyone who can explain it.” As Mrs. Porter sobs uncontrollably, you inform the doctor, “I think I may be able to help. I can explain Porter’s five forces theory by applying it to the athletic footwear industry.” How would you explain it?