Intensity of Rivalry (High Rivalry)
There is intense rivalry among the competing sellers due to the following factors in the field of branded milk industry. There are a large number of existing competitors the strongest of all the porter analysis model its one of the of the most difficult process to get a true product image in the mind of customers and how to position against competing brands, number of existing competitors the strongest of all the porter analysis model its one of the most difficult process to get a true product image in the mind of the customers and how to position against competing brands. There are many brands involved in the milk industry. Many specialized in milk products itself, like Dutch lady, Marigold, Anlene, Fernleaf, Enfagrow and etc. Due to this there it is a strong competition to Nestle due to many potential rivals. Products which are similar in various brands make customers switch easily among suppliers.

Buyer
Reseller – Moderate to High power
Nestlé’s main buyers are hypermarket such as Tesco, Giant, Jusco, Econsave, Mydin, etc. They hold a moderate to high power and the power sometimes will control over Nestlé, because they can either choose another brand compare with Nestlé. They can choose another brand’s products such as Fernleaf, Enfagrow, etc. to replace Nestlé for selling in their market. Besides that, power of reseller also increase day by day because of they purchase a lot of Nestlé’s output. Nestlé afraid they will lose a big business and loss a lot of money.

End Consumer – Moderate to Low power
There are plenty of substitute products in Nestlé, so end consumer can change to another substitute product such as Milo, Juice, Tea, etc. anytime for choosing our milk’s product. End consumer can switch to other suppliers if the product is higher than the other brand’s product. End consumer will compare the price of