IntroductionPerforming an analysis of an organization using a specific model is a panacea for successful decision making or for analyzing the profitability of future growth of 'a business. 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 method of analysis is the “Structure-Conduct-Performance” paradigm and the other is Porter's five forces. Porter's Five Forces and the Structure-Drive-Performance paradigm overlap in many ways. (Babson, Nd) During this extended 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 Information can be obtained about an organization's direct competitors and any other players. within the industry. Kraft's competitors, its rivals, and be referenced on different websites. Most information about publicly traded companies can be easily located. One of those websites that I prefer for determining competition in the business sector is Yahoo Finance, the website address will be referenced at the end of the session project. This website contains a plethora of information ranging from naming industry competitors to their financial data including market capitalization, long-term and short-term debt, income statements, and balance sheets. Yahoo Finance offers the searcher the ability to search each company profile individually. The website provides the reviewer with the opportunity to understand where Kraft stands in relation to the industry leader in terms of P/E ratio, leverage, return on equity, and long-term debt. Yahoo Finance also lists the opinions of each company's analysts...... middle of document...... analyst can expand on preferred references like me. In many of my external analyses, including Porter's Five Forces, I tend to favor Yahoo Finances and there are plenty of avenues directing researchers. Works Cited Babson. “A guide to the study of industry and business analysis and competitive strategy.” Babson. Babson Edu, nd Web. December 3, 2013. Lempert, Phil. “Food Trend Predictions for 2014.” Parade. Parade Publications, November 21, 2013. Web. December 3, 2013. Porter's Five Forces: A Model for Industry Analysis. (2007). Extracted November 6, 2012 from: Recklies, Dagmar. “5 Forces Carriers.” Themanager.org. Themanager.org, nd Web. December 3. 2013. .