Introduction Conducting an analysis of an organization using a specific model is a panacea for making successful decisions or analyzing the profitability of a company's future growth. A popular tool used to conduct such analysis is Michael Porter's five forces. There are two distinct but related models for studying markets. One analysis method is the “Structure-Conduct-Performance” paradigm and the other is Porter's five forces. Porter's five forces and the "Structure-Conduct-Performance" paradigm overlap in many ways. (Babson, Nd) In this long project session I will discuss sites that will provide Kraft with data and information that will allow organizations to conduct their own external environmental analysis. Industry Competitors You can obtain information regarding an organization's direct competitors and any other players. within the sector. Kraft's competitors, its rivals, are mentioned on various Internet sites. Most information about publicly traded businesses can be easily found. One such website that I prefer when determining competition in the business sector is Yahoo Finance, the website address will be used as a reference at the end of the long project session. This website contains a plethora of information ranging from the names of industry competitors, to their financial data, including market capitalization, long-term and short-term debt, income statements and balance sheets. Yahoo Finance offers the researcher the opportunity to search each company profile individually. The website gives the auditor the ability to understand Kraft's position relative to the industry leader based on P/E ratio, debt-to-equity, return on equity, and long-term debt. Yahoo Finance also lists the opinions of each company's analysts... in the middle of the paper... the analyst may develop favorite references like me. Throughout many of my external analysts, including Porter's Five Forces, I have a tendency to favor Yahoo Finance and there is a plethora of avenues that the researchers direct. Works Cited Babson. "A guide for studying the sector and analyzing companies and competitive strategy". Babson. Babson Edu, Nd Web. December 3, 2013. .Lempert, Phil. “2014 Food Trend Predictions.” Parade. Parade Publications, November 21, 2013. Web. December 3, 2013. Porter's Five Forces: A Model for Industry Analysis. (2007). Retrieved November 6, 2012, from: Recklies, Dagmar. "Goalkeepers 5 forces." Themanager.org. Themanager.org, Nd Web. 3 December. 2013. .