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se if they fail to do, then their profits will decline. The situation may aggravate and cause fluctuating sales of the respective products. Thereafter, it is likely that the company will be pushed out of business. Consequently, Black Leisure group should be vigilant about establishing a sound market positions and managing their brand selectively.

环境市场动态和为维持竞争优势而对战略变化的需求-Environmental Marketing dynamics and the need for strategic change in order to sustain competitive advantage

The world has slowly changed its gaol posts with regard to the definition of who real competitors are. Consequently, there are so many dynamics that come into play when trying to select which companies are Black Leisure's competitors. The company may assume that its competitors are other Leisure groups in the country. However, there are potential entrants that may not have been considered. Taking the example of what has happened in the reading industry, group leaders such as Barnes and Nobel used up a substantial amount of their resources establishing large chains. However, the company underestimated the effect of technology because during the late nineties, another industry player came up with a way of accessing numerous books without spending too much on inventory. This company was called Amzon.com. The same situation applies to the Leisure industry. Many leisure consumers want to access services in the most convenient way possible. Online transactions have caused many consumers to leave tangible companies such as Blacks. They are now taking most of their business to the internet. Blacks should give online transactions precedence because this has become a vital part of the marketing environment today.

In order to understand one's market dynamics, it is necessary to look at competition through a wide range of angles. Competition may be defined in relation to the following; Industry concept or Marketing concept

Industry concept

Marketers ought to analyse their respective industries o determine whether they fall under the following

Purely monopolistic industries are those that have only one company offering the service or product, Oligopolistic industries are those ones that have largely sized companies that offer the same commodities. On the other hand, monopolistic competition refers to those industries where there are a variety of products or services and competition is sustained through offering the products in a superior manner. Pure competition exists in industries where the competitors offer the same product or service. Consequently, competition is based on advertisement and marketing.

Taking the example of Blacks Leisure Group, its industry falls under the monopolistic competition. In this case, there is market segmentation. Consequently, the company offers only a specific range of services to the consumer in a superior manner. The dynamics that affect such an industry (monopolistic competition) are quite diverse. The first issue that one should consider is entry vs. exit barriers within the industry. The Leisure industry has very minimal entry barriers owing to the fact that it has low capital requirements and patents are not that important too. On top of that, exit barriers are rather high because it likely that the assets will be obsolete by the time one is leaving the exit industries. These dynamics need to be incorporated by Blacks in