The centre of the five forces is the rivalry among the current competitors
The centre of the five forces is the rivalry among the current competitors (including own business), these are being influenced by the four other forces that surround it and each competitor must deal with a certain threat or power that gives the rivalry a higher tension. A competitive rival is an organisation that offers similar products and services that are aimed at the same customer group. The UK charity sector is intensely competitive due to the number of competitors and the duplication of charitable services. As Illustration 3.4: Consolidation across the UK charity and public sectors states, the UK charity sector has 180,000 charities including multiple charities for similar causes; all of which are competing for the same fund-raising and recourses. As the number of charities grow then so does the competition for funds, which results in more aggressive fundraising and marketing techniques which further damages public confidence.