|While lacking the capability to improve the industry structure, these competitors can be highly disruptive to your activities. They may counter your moves and be a continual annoyance.
||These are the competitors that are truly dangerous to your position. They posses both the capability to attack and often demonstrate that behavior. You should attempt to position yourself away from these participants. Select other segments, distribution channels, pricing and packaging alternatives to create as much distance as possible.
||Competitors in this quadrant are neither a threat nor a benefit. Their efforts do not enhance the industry because of their limited capability. On the other hand, they do not threaten your position.
||These competitors can be good to the industry structure. They are highly capable, but are not prone to capricious acts which damage the industry and your position. Their capability will clearly offer a challenge to your efforts and will keep you honest.|