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Jessica: Jessica Manvell.
Gavin: Jessica, it’s Gavin.
Jessica: hi, Gavin. What’s up?
Gavin: I’m just looking at the SWOT analysis that you and Scoot did.
Jessica: Uh-huh.
Gavin: it all looks really good. Great work.
Jessica: thanks.
Garvin: I want just wondering if we need to do some more analysis of the competitive environment.
Jessica: Uh-huh.
Gavin: you know, get a better insight into the competition on our industry.
Jessica: OK. What were you thinking specifically?
Gavin: could you do a Five Forces analysis?
Jessica: Oh, Porter’s Five Forces?
Gavin: Yeah. Have you done one before?
Jessica: Not since university! I’m not sure I can even remember what the five different forces are.
Gavin: It’s OK. We can talk it through.
Jessica: yes, please. That’d be helpful.
Gavin: OK, so you know what the tool is used for, yeah?
Jessica: It’s for determining the degree of future competition, isn’t it?
Gavin: yes, exactly. Your need to