Porter's five forces is a framework for the industry analysis and business strategy development developed by Michael E. Porter. It is an analytical tool to analyses and determines the competitive intensity and therefore the attractiveness of the market. The tool is referred to these five forces as the micro environment and the more intense study to the market competition. "Yet competition for profit goes beyond established industry rivals to include four other competitive forces as well: customers, suppliers, potential entrants, and substitute products. The extended rivalry that results from all five forces defines an industry's structure and shapes the nature of competitive interaction within an industry." (Porter E., 2008:25)