1. Threat of new entrant
The threat of new entrants is very low due to fast food in thailand is mature and it has successfully reach economic scale Jollibee to open a business in thailand, it must meet several rival brands such as McDonald Kfc. Business of Jollibee was similar to McDonald almost everything, because it is chicken, hamburgers, breakfast and provides open 24 hours and there.But to survive, nor does it take into account the price. The price is a major factor in buying if Jollibee sold at close to McDonald's may cause consumers to eat regularly to eat Jollibee instead.