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"strong competitors interms of size, strength and marketing expertise" will have a long-term negative impact on this entity, which subtracts from the entity's value. This statements will have a short-term negative impact on this entity, which subtracts from its value. This qualitative factor will lead to an increase in costs. "strong competitors interms of size, strength and marketing expertise" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.