Rivalry Among Existing Competitors Understanding the number of competitors and their capabilities in a particular market is a key function of building a strategy. If a company competes with another company offering the same product or service, it faces limitations in both supplier and buyer power. Customers will always tend to go to the place where they get the same product at a cheaper price, while the supplier will tend to flock to places where the supply is considerably high. For CMG, a key differentiator in the fast food industry competition is its ability to offer a one-of-a-kind fast food experience where customers experience fine dining similar to high-end hotels, but at low prices. CMG also totally differs from its rivals in that they struggle to offer high-quality, healthy food that has a positive impact on society. Threat of Substitute Products or Services The ability of customers to find a proxy for a particular service or product is always a threat in Business. The result is often a weakening of a particular company's business position. For CMG it is no different. However, the brand that the company has built over the years offers protection to the company because of loyalty. The fact that CMG offers a healthy menu for its foods also offers little reason for the customer to replace its products. Threat of new competitors It is not easy for competitors to enter the market operated by CMG. Apart from traditional competitors, few new entrants have entered this industry due to the following reasons; economies of scale, high barriers to entry, specialized knowledge and time/money costs. This allows CMG to focus only on traditional competitors like McD... middle of paper... stomers who don't bring guns into restaurants. BBC. Accessed May 27, 2014, from http://www.bbc.com/news/world-us-canada-27492193Chipotle Mexican Grill, Inc. (2014). Chipotle Company Who we are. On Chipotle.com. Accessed May 27, 2014, from http://www.chipotle.com/en-us/company/about_us.aspxHarvard Business Review. (2008). The five competitive forces that shape strategy. HBR. Accessed May 27, 2014, from http://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy/ar/1University of Oregon Investment Group. (2012). Chipotle Mexican Grill, Inc. UOIG. Retrieved May 27, 2014, from http://uoinvestmentgroup.org/wp-content/uploads/2012/04/CMG-Update.pdfWee, H. (2014). How Feel Good companies are navigating the minimum wage fray. NBR. Accessed May 27, 2014, from http://nbr.com/2014/05/21/how-feel-good-companies-are-navigating-the-minimum-wage-fray/