1. IDENTIFYING THE IMPACT OF COMPETITION IN PRINTING INDUSTRY
Competition is a process of rivalry between firms seeking to win customers' business. This process of rivalry
where it is effective encourages firms to deliver benefits to customers in terms of prices, quality and choice.
Where levels of rivalry are reduced, customers have less choice because they have fewer firms from whom
they can buy goods or services. Competition between firms may focus on offering the lowest affordable price
to its target customers, particularly where the product is with fair quality and legally acceptable.
Most suppliers will try and compete in a number of ways in addition to price, for example by developing new
'improved' products, by offering products of differing quality or characteristics, by branding and advertising
the differences in their products relative to their competitors', or by using different sales channels. Successful
suppliers will seek to find a unique selling point by which their product stands out from that of their rivals'.
A very few of service providers of Sri Lanka in the printing section which offer service to its customers
through online marketing. Apart from that, bulk of existing and new companies in the offset printing, digital
printing and packaging can be identified island wide as rivals.
Further the printing industry has been tremendously changed in the past 3 decades and will see even more
changes in the years ahead. Digital printing, large-format digital printing, offset printing are a few examples
of advances since the 1980s. Although the technology has changed and the competition is fierce, some
aspects of the printing business remain unchanged such as customer service, the demand for quality, adhering
to the particular ethics and laws regulating putting ink on paper.
Moreover printing firms have made efforts to acquire more established clients in the market so that they are
in position to show that they have attained substantial competency to encounter different environmental and
abrupt changes. And they will not further hesitate to handle state jobs as they are often helpful to companies
to lead the market in comprehensive manner. Under these circumstances, for ensuring the existence in the
industry and enhancing the market share, printing firms are mostly well alert in the process of offering the
requirements at the time customer expects.
Last but not the least; Firms’ newly focused project is to implement web based marketing. They are
establishing new web site for the purpose of increasing the number of new clients towards the firm while
giving more convenient service for their retained clients. This can be simply identified as one of the timely
needed marketing strategies for remaining the segmented consumers in their belt at more dynamic
competitive business world.

2. SWOT ANALYSIS OF PRINTING COMPANY
Strengths
 Existing customer base
 Relationships
 Infrastructure
 Ongoing need for print
 Direct marketing expertise
 Brand recognition
Weaknesses
 Outdated technology
 Outdated selling practices
 Lack of relationships with marketing section
 Legacy costs
 Legacy personnel
Opportunities
 Increasing marketing budget
 Technologies like PURLs keep print relevant
 Increasing interest in cross-media marketing
 New technology make direct marketing more cost-effective
 New production technology drives down costs
 Web-ordering opens up new sales opportunities
Threats
 Green movement
 More marketing moving online
 Shrinking print industry
 Rising postage and material costs
 Web-2-print services increase competition