The online market offers ** Safaricom** the ability to greatly expand their business. ** Safaricom** can market to a much wider audience for relatively little expense… … This statements will have a short-term positive impact on this entity, which adds to its value. This qualitative factor will lead to a decrease in costs. "Online Market ( Safaricom)" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.