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order to stay ahead.

The next environmental issue that should be considered by Blacks is the level of vertical integration. In the Leisure industry, there are numerous cases of vertical integration. Some companies opt to integrate their leisure equipment such as sports gear, they rent those facilities to their clients and also coordinate their accommodation among others. This trend has become very common but Blacks should avoid this approach because certain parts of the value chain are inflexible. Consequently, it is better for the company to outsource some of its pressing activities. This allows the company to focus on the services that it does best while saving a substantial portion of its budget on the specialty service.

Lastly, different industries have different levels of globalisation. The leisure industry is one of the most heavily hit. This has caused a large number of these companies to compete on a global platform. Their services, marketing approaches and other company ideas have been tailored to embrace the issue of globalisation. Blacks Leisure group is not an exception, the company depends on numerous foreigners for business. Consequently, its marketing approach is tailored towards the international market. The company needs to break into other market segments owing to the fact that numerous leisure companies do the same. It would be necessary to check on some other consumers that may be interested in their services.

Market concept

Marketers consider competition in a different light. However, they define competitors as any company or entity that meet the same consumer need. Consequently, even if the services under consideration may not seem related, they may qualify as competitors. These competitors can be divided d into various categories depending on how closely relate their commodities are.

Taking the example of Blacks Leisure Group, the company cannot ascertain that its only competitors are the ones that offer similar leisure service. While these companies may actually fall in eth same category as Blacks, one cannot under look the diversity of the Leisure industry. Some of the closely related companies include hotels, camping guides and tour operators. However, other leisure products still meet the same consumer need and these include, television show companies, movie companies, video games, music or radio companies, fitness centres, night clubs, casinos, tennis operators and many others. Consequently, it is very advisable for company to shift from defining competitors in a conventional way as the marketing environment has changed. Those companies that seem to come from a totally different industry may end up being the most influential in that respective industry . It is therefore necessary to ensure that one frequently monitors these different competitors because they could take first place.

After identifying all the competitors that fall in the same category, then it is necessary to asses the strategies, objectives and strengths needed to sustain competitive advantage within ones' domain.

When analysing competition, it is necessary to determine which companies are following the same strategic path as Black Leisure group. The company could look at any of the following items; whether the competitor under consideration has a wide or narrow line compared to Blacks. A larger line always possesses greater competition tha