The answer is 3. good substitutes are readily available.
When substitutes are priced above the market, they are less attractive to buyers, which weakens the competitive pressure from these substitutes. Buyers are generally looking for cost-effective alternatives, so higher-priced substitutes do not pose a strong threat.
High switching costs discourage buyers from moving to substitute products, thereby reducing the competitive pressure from these substitutes. When switching costs are high, buyers are more likely to stay with their current product.
When good substitutes are readily available, buyers have more options to choose from, which increases the competitive pressure on the original product. The ease of access to these substitutes makes it easier for buyers to switch, thereby intensifying competition.
If substitutes have lower performance features, they are less appealing to buyers, which diminishes the competitive pressure from these substitutes. Buyers typically seek products that meet or exceed their performance expectations, so lower performance substitutes are less of a threat.