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Pleass can you explain the supplier and buyers forces very basically as eveytime I just loose how I should be looking at the power. No big flowery words, just need it basic. Thankyou
If you are buying a unique component from only one supplier (and no one else can supply this) then that supplier has great power over you. The supplier could double prices and you would have to pay that or else stop production.
Similarly, if you sold 90% of your goods to one customer (perhaps the government) then if that customer asked you to drop prices by, say, 25% you have to comply as you would find it hard to survive if that customer went elsewhere.
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