In this wholesale retail industry, the key major players are Costco, Sam’s Club, Walmart, and Target. And other e-commerce businesses like Amazon are also considered the rival of Costco. The level of rivalry among existing players is high due to many reasons. First of all, it is easy for the customers to switch their memberships if they are unsatisfied with the company’s products or services. Since the annual fee of membership at Sam’s Club is lower than that of Costco, Costco customers can switch the membership to Sam’s Club anytime they want. Not only that, customers can also shop at other stores even if they already have a membership. This fact intensifies the rivalry among the existing companies. Furthermore, many wholesale retailers have
