What basis do customers choose in this industry?

The case for this assignment is Sturm, Ruger & Co. (Case 15) pages C-198 to C-208.

Do an Industrial Environment Analysis of the companys industry based on Porters 5 forces:

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Porters five forces of competition

Intensity of rivalry INFLUENCED BY:
Threat of new entrants or barriers to entry/exit
Bargaining power of suppliers
Bargaining power of buyers
Threat of Product Substitutes switching costs

Competitive Environment Analysis

Who are Sturm, Ruger & Co. direct competitors?
What are the key success factors needed to compete in this industry?
On what basis do customers choose in this industry?

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