3. Small mass market companies in the brewing industry are looking for high barriers of entry, strong bargaining power from suppliers and strong bargaining power from buyers. To reach economies of scale, they would need a lot of money in production volume, causing a high barrier of entry. Suppliers can charge the new companies higher prices because they are also selling to other mass market companies and do not need or depend on the new companies for orders. Buyers are strong and can drive down prices because they do not need to sell the new firms product. There are other mass market beers that already have strong brand loyalty that their customers are purchasing.