The airline industry requires huge amounts of capital to run flights and most consumers will only purchase tickets from recognized airlines, this demonstrates the difficulties new competitors will have in an attempt to penetrate the market. Consumers have great purchasing power in the airline industry because there are enough competitors and most consumers will focus on time and price when purchasing flights. These two things, combined with the lack of loyalty to an airline, prove that buyers have enough power in the industry. Airline suppliers have a lot of power since there are only two major plane manufacturers, Boeing and Airbus, and most companies enter into long-term contracts for the planes they need. The risk of substitutes is low at the moment, as the only substitutes currently available (cars, boats and trains) in America today take exponentially longer to reach their destination than planes. Finally, there is a high level of rivalry between companies (or between the alliances they are part of) because each airline fights to provide the consumer with the highest value product at the lowest price. Since most tickets are purchased on a cost-minimizing basis, there is very little product differentiation or extreme market specialization