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There are four types of market structures: monopoly, oligopoly, monopolistic competition, and perfect competition. A monopoly market structure is when there is only one firm that controls all of the products and prices. Monopolies are able to set the product price as high as the population can handle. This type of market structure is nearly impossible for a new company to break into. An oligopoly is where there are a few amount of firms that can work together to control the market and product price. The best example of an oligopoly is oil, where there are a small amount of suppliers and they can collaborate to set a price that all firms benefit from. This market is also extremely difficult to break into given oligopolies primarily exist in markets that require huge overhead and infrastructure. Perfect competition is more of a theory than an actual market structure. This market structure doesn't really exist in the real world because the basis of it is that every firm is selling indistinguishable products for an identical price. This theoretical market structure is extremely easy to break into, but there isn't really opportunity to grow and have huge profits. The last market structure is monopolistic competition. This market structure is the closest to America's market structure. In monopolistic competition, many firms are selling the same type of product, but they differentiate from each other in price, quality, quantity, and branding. Think of monopolistic competition like going to the store for shampoo. There are an endless amount of choices that all offer different things: some are cheap, some are medicated to help with dry scalp, some are combinations of shampoo and conditioner and body wash and face wash (alright that may just be men's shampoo, but the point remains). This is the best market for a new company to try to break into; there are lower barriers to entry and the new company has the ability to differentiate themselves from the current firms in the market.