
Applications of Graphical Strategy Tools ◾ 127
is, of course, market opportunities. This was the difference in the impor-
tance and satisfaction scores discussed in Chapter 3.
Threats
Threats are present for all companies. At any given moment, a competitor
can introduce a new product that can pose a threat. In addition, a substi-
tute product from a company never considered can threaten any business.
Companies must ensure that their offerings are sustainable. Some of the
potential threats are:
◾ Emergence of cheaper/better technologies
◾ Introduction of better products by rivals
◾ Entry of lower-cost foreign competitors
◾ Rise in interest rat