ABSTRACT
This chapter discusses the competition for market share that takes place between businesses in the same industry. It deals with those industry aspects that determine the intensity of competition and the structure of the market. The chapter deals with changes in the structure of an industry that are caused by products and industries having their own product life cycle. It explores a method of analysing industries that mainly looks at the environmental factors that affect industries. A certain business makes all kinds of synthetics and possesses a number of injection moulding machines. The business is not very big, but it does have a few researchers on its staff who have close connections with the local technical university. The intensity of competition, the battle for the favour of consumers and the added value in the production chain are a source of ongoing concern among businesses.
