Porters Five Forces: Called after Michael E. Porter this model identifies and analyses five competitive forces that helps in persistence of any organisations strengths and weaknesses. These forces include 1. The threat of the admittance of the new competitors. 2. The level of competitive rivalry. 3. The threat of substitute of products. 4. The bargaining electric power of customers (clients). 5. The bargaining electricity of suppliers. We will apply this model along with SWOT and Infestations to Tesco and ASDA. According to traditional economics rivalries between companies must drive earnings to zero because of the risk of substitutes. Standard substitution is able to reduce demand for a specific product, as there's a threat of consumers transitioning to the alternatives (Porter M. 1980).