Rivalry among existing competitors is when competition is fierce in a market and when competitors are more complacent.

Rivalry among existing competitors is high when competition is fierce in a market and low when competitors are more complacent.

Explanation:

The market in this case is a general place or area where the business of trade can be conducted. The trade is usually for commercial purposes. In a market where there are many parties involved particular in the sale of the same goods or services, competition is likely to develop. Competition in the context of marketing is the activity of a company or business trying to gain an upper hand over the other party. Competition is always over the same products and services or over similar target audience. The main aims of competition in business is to achieve more sales or to gain a larger share of the market over the competition. Business competition is important due to various factors; improves service delivery, makes the business better, improves employee efficiency and also boosts innovation.

An existing competition in a market can be defined as either high or low depending on the level of aggression by the competitors in that market. A fierce market is one where the competitors are very aggressive, this means that the rivalry among existing competitors is high. On the other hand, when the competitors are complacent, the rivalry in the market is low