This document analyzes the consumer electronics industry using Porter's Five Forces model. It finds that the threat of new entrants is high due to the capital intensive nature of opening stores and established brands. The bargaining power of suppliers is also high given major suppliers account for most of the largest retailer's merchandise and have alternative distribution options. Additionally, the bargaining power of buyers has increased as e-commerce allows for price transparency and low switching costs. Substitutes like online retailers and other big box stores carrying electronics provide alternatives. Finally, rivalry in the industry is intense as competitors match prices aggressively and introduce new programs to attract customers.