We are living in a hectic completive business environment where things  are changing at rapid speed.  In such an environment,  it is vital to  develop our services or products constantly for  mere survival in business. World economics conditions  might increase  the price of raw materials forcing companies that supply  to charge more  and also  overhead costs are increasing constantly.  Regional labour shortages,  natural disasters  and wars  also affect the competitive environment. Direct  competitors provide products  or services similar to ours.  In addition to direct competitors,    some business face competition from providers of dissimilar services.  Differentiating our services in a completive environment entails  developing an element of our business that competitors cannot imitate.  Technological innovation also  affects the competitive environment hindering those who do not adapt.