. Five Forces Analysis How does the airline industry (airlinesNOT airplanes) rate on each of the five forces? Threat of Entry: Capital requirements, switching costs, brand loyalty, proprietary tech, govt restrictions, etc. Supplier Power: Concentration of supplier industry, switching costs, supplier products are differentiated, supplier can threaten to forward integrate Buyer Power: Few buyers buying large quantities, low switching costs, buyer can threaten to backward integrate Threat of Substitutes: Substitute offers good price/performance trade off, low switching costs Rivalry: Lots of competitors of the same size, industry is not growing, product/service is perishable