As customer expectations increase and stronger competition, organisations have to continually improve their performance to retain their competitive position.

Customer Expectations

The standards or benchmarks that customers anticipate when they purchase a product or service, influencing their satisfaction and loyalty.

Competition

The rivalry between companies selling similar products or services with the goal of achieving revenue, profit, and market share growth.

Competitive Position

A company's standing or ranking in relation to its competitors in terms of market share, profitability, and brand strength.