The forces are existing competition between suppliers, the threat of new entrants into the market, the bargaining power of buyers, the power of suppliers and the threat of competitive products or services. This is clearly highlighted by the case where their partner Simpatico “runs a number of affinity research groups, focusing on the behavior of its consumers”. Using this tool, this result showed Hellers that the buyer's perceptual strength is important to the organization as a basis for marketing strategies. Porter's Five Forces tool will provide a comprehensive understanding of how their brands are shaping the industry they trade with. Aside from the consumer, suppliers also plan to ensure they are able to support their production targets of 350 tonnes of sausages in 80 different varieties per week with bacon, ham and other services. Ansoff Matrix This model is essential for strategic marketing planning where it can be applied to examine opportunities to increase revenue for a company through the development of new products and services or “entering” new markets. It is used to evaluate opportunities for companies to increase their sales by showing alternative combinations for new markets with respect to products and services. Where the matrix suggests four alternative marketing strategies (Hanlon,