Clorox Corporation Controls 60 Percent of the Bleach Market

Clorox Corporation controls 60 percent of the bleach market. Imagine you are an entrepreneur who is considering developing and marketing a new brand of bleach. Which one of Michael Porter's five industry forces should you be most concerned about?

A) bargaining power of buyers  
B) threat of substitute products or services  
C) threat of new entrants  
D) character of the rivalry