The intensity of rivalry is part of Porter’s Five Forces model that analyses and isolates the five competitive forces that shape most industries and determines an industry’s strengths and weaknesses. Substitute products or services can be used instead of what you offer to pose a threat—the volume of competitors and their ability to beat and outperform you. The more competitors and the number of similar products and services provided, the less power a company will possess. Suppliers and buyers look for your competition to give them a better deal or lower prices. Also, when competitive rivalry is low, you will have more power to charge higher fees, set advantageous terms of deals, and gain more sales and profit.