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"In a world of constant change, strategy is redundant. What


             The other external force is the industry of the company. This concerns the company's competitors and rivals present within an industry. A company needs to know who it is competing with, the size of each of its competitors, their strengths and weaknesses if it wants to know what it should do in order to be better than the competition for example. .
             These two major forces definitely have a great impact on companies and on the way they work.
             Furthermore the environment is rarely stable. Indeed changes may occur at any moment and they are not always predictable. These changes may be turned into threats for a business if they are ignored or not dealt with immediately and effectively.
             Here are a few examples of possible changes in the business environment and in the industry.
             With the emergence of e-businesses and the ease to access the Internet, some companies have had to react accordingly in order to remain in the market. In the music industry, the music giant Sony had to take appropriate steps to compete with new entrants in the Internet music industry such as Napster or Kazaa. Indeed these companies offered the possibility to download new songs and music at cheaper prices. This is an example of a change which may occur in an industry and to which a company needs to respond rapidly if it doesn't want to be undermined.
             Changes in lifestyles and concerns can also occur in our society. For example in countries such as the United States and Great Britain, where the population is becoming increasingly overweight, the demand for "healthy- and "fat-free- products has very much increased. In this case companies in the food industry such as Danone, Cadburies, have had to react by launching new lines of products such as "fat free yoghurts-, highlights chocolate drinks in order to keep up with customer demand and therefore customer satisfaction.
             .
             The rise of substitutes is also an example of change which may occur in the business environment.


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