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Competition also includes regional or local bakeries. Main competitors were interstate bakeries, McKee, Entenmanns. In US market tasty baking company takes 5% of market so the competition is intense.
Threats of new entrants
Although the snack cake market is highly competitive 21% of the market is taken by other regional or local bakeries. Because the nature of the snack products due to perish ability of the sweet goods they go stale quickly so usually cannot be shipped over long distances. This makes the economy of scale limited which then provides additional opportunities for regional and local bakeries...
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