Competitive Environment
The degree to which a business is affected by rivals that operate in the same market.
Impact of competition on businesses
+ Increased innovation - focusing on USP’s.
+ Improved customer service.
+ Expand product range.
- Fall in prices.
- Increased costs of promotion.
Market size
The number of buyers and sellers in a market.
Large markets
+ Larger customer base.
- Higher costs of promotion.
- More competition.
Small markets
+ Less competition.
- Limited demand.
- Few economies of scale.
- Threat of new entrants.