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The one line answer of this quetion is to maintain or sustain its position.
The Company would face the challenges of the market in RISK , Return & Trade off , cause80 % of the market leder for faces challenges. pend in the market . if the company was leader in the industry he was faces more challenges, risk reward for the global economy name would be for Leader position in Industry. Now he is everytime faces challenges on that position in market .... for payback period and accounting rate of return.
A Strong Continuous Competitive-Re positioning on all the internal and external factors which has contributed to reach the company at its place
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