THE MODEL OF THE FIVE COMPETITIVE FORCES ON ROMANIAN RETAIL MARKET

The paper is about the model of the five competitive forces of Michael Porter. In the first part, I have presented the theoretical aspects of the model and after that, I tried to apply the model on the retail market in Romania. I used data gathered from national and international institutes of market research and also from the information offered by the main retailers on their web sites. The retail market in our country is not very good crystalized, but has had a good evolution in the last years. The competition is intense, the barriers are relatively high, the power of national supplyers is diminished by the integration of Romania in European Union, the power of consumers is moderate and the substitutes appear as discount stores and e-retailing.