Reasons of Origin of Potential Competitors. Market Expansion. - Expansion of geographical limits (CEE). -Expansion of the use of the product. 2. Product Expansion. Marketing of different products by: -Have a competitive advantage. -Detect business opportunities. 3. Backward integration. -Clients who enter the business of their suppliers. 4. Forward integration. -Suppliers that enter their clients' business. The more information we have about our competitors, the better we can compete. Identifying the competition is not that simple, we must consider different levels of competition and not focus exclusively on our most direct competitors (potential competitors must also be taken into account). Macro environment. It is made up of all those uncontrollable forces that affect or may affect the operation of the company. A. Demographic. It is affected by the birth rate, the age structure, the number of families, the number of marriages, the greater instability of families, the increase in singleness, etc. B. level, etc. Economic. Economic growth, disposable income, interest rate, exchange rate, unemploymen C. Cultural and social. Change in mentalities, concern for health, change in the role of women, greater importance of leisure in family spending, etc. D. Legal and political. Tendency towards deregulation towards nor-interventionism) decreasing the weight of public companies in the economy. In the Balearic Islands the most important liberalization has been that of the airline sector. Urban and tourist environment. E. F. Technological. Development of computing and telematics, changes in transportation... Ecological. Environment Management. All those activities carried out to anticipate changes in non-controllable variables and reduce and measure the effects on the organization's objectives with the intention of being able to carry out corrective actions. There are three types of strategies: Independents. Carried out by the company individually. Differentiate products, improve image, etc. Cooperatives. Collaboration agreements (strategic alliances) with other companies to improve their competitive position. Strategic maneuvers. Conscious efforts to change the environment in which they operate. Diversification, development of new products, vertical or horizontal integrations, mergers with other companies.