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What comes to my mind:
Internally
Externally
According to my opinion, if sales of the product improve significantly then others competitors will be aware of it and announced a new strategy who to compete it and wants to decrease the sale of your product. It would be a big threat for your product. For example Pepsi and Coca Cola they are big competitor for each other’s if one company announced a strategy in market and other will adopt another strategy to capture the market.
quality maintanance
If I can provide the supply required by the increasing demand. Generally, oversale is as bad as undersale.
Depends on the position. If you're a distributor, with main activity in Trading, to fight with the other distributors of your Principal for a larger share
In case you're a producer, to increase production capacity in order to cope with the new challenges, that meaning to allocate enough capital and human resources for it (on a case by case scenario)