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Also, economies of scale in production will be difficult to reach due to the difficulties of penetrating the market which is dominated by the large five; Nike, Reebok, Coverse, LA Gear, and Stride-Rite. Furthermore, it will be almost impossible to achieve product differentiation in terms of brand identification and product difference, since the "big five" set the trends. Also, distribution channels, and dealers are in many cases tied-up by existing competitors. The bargaining power of consumers is medium to low. The purchases of the buyer group is not concentrated in large volumes, and the products that the consumer purchases are not standardized...
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