It is a competitive market, and you do not need to wait until a seller fails to deliver before you swoop in to take advantage. Immediately you are able to identify a competitive edge in the market, a way to deliver better quality that what already exists,you can get in market. Consumers do not care about emotions, they will follow the better quality service or product that is delivered. Competition in the market within a country and in the global environment, helps encourage countries to keep trying to improve on the quality of products and services they deliver so as to remain at the top of the market.