Porter’s 5 Forces Model is a model which developed by Michael Porter in year 1979 that
make use of measuring and analyzing a market competitiveness, and also indentified the
opportunity and threats to develop a proper and suitable strategy for the current market (Griffin
2012, p.211 ). The Michael Porter’s model forces has include bargaining power of buyer,
bargaining power of supplier, entry threat of substitution, and rivalry among current competitors
(Porter 1980, p. 343). Yet, Porter’s 5 Forces Model no longer completely relevance or suitable
for current business environment as the times has passed, market has changed total differently
compare to 1979 which the year that model was created.
In the 5 forces model, Michael Porter has advocated to enhance companies self
advantages by gaining competitive advantage over others companies, and this may wipe out the
chances or opportunity for both companies to cooperate or alliance together for strategy purpose
(Recklies, 2013). When Porter treats others viral as threat, virtual enterprise network and
strategic alliance between both companies have no longer as a strategy tools (Sachse 2012, p.56).
As a matter of fact, companies cooperate with other rivals can actually create a win-win situation
in the industry for both companies and more. According to Ammori example (2010), cable
