Introduction of Industry and Competitive Analysis Several environmental factors influence organisations. It is up to managers to ensure that this influence used positively, leading to organisational success. For the firm to make a profit, it must create value for customers or buyers. Hence, the firm needs to understand its customers. While creating value, the firm has to obtain goods and services from suppliers. So, it must value its suppliers and form enduring business relationships with them. While creating value for its hovers, the firm must closely look at the rivals who are there in the arena competing for the same 'space'. Hence, the firm must understand the competition. Thus, buyers, suppliers and competitors form the substance of a firm's industry environment. Forces from the industry environment directly affect the firm, and the amount of influence the firm has over its industry is dependent on the dominance of its competitive position. Most strategic m