The company has competitors that it has to deal with. Any time competitors are on the scene this takes away market share from the company. … "Competitors For Gillette" has a significant impact, so an analyst should put more weight into it. "Competitors For Gillette" will have a long-term negative impact on this entity, which subtracts from the entity's value. This qualitative factor will lead to an increase in costs. "Competitors For Gillette" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.