For one company to grow it is at the expense of a competitor.
How are you guarding your market share?
Do you know why your customers shop with you?
If so, are you using those whys to tell others why they should shop with you?
Always be protecting against your core business.
Defending against market threats will not go away.
And never lose sight of your competitor. For them to grow their market share it has to come at someones expense and that could be you.