The Cell of Competitive Dynamic focuses on how well the SME is familiar with the activities of the competition. Firstly, the knowledge of industry forces – the threat of rivalry, supplier bargaining power, customer bargaining power, new entrants coming to the market and substitute products and services – is critical. Further, the need to understand evolving customer behavior since most products and services become a commodity within a short period, resulting in price cuts and need of introducing new products and services at a rapid rate.