Businesses are always working to continually improve. Continual improvement is a way for a company to keep pace or surpass its competitors. For a company continual improvement becomes necessary because of customers' tastes changing, customer demographics change as well as competitors changing. We see improvement needed because markets fluctuate as well. For Libell & Son an area that we had to focus on was the competitors because of new products being introduced and items being reduced through sales or a competitor lowering prices on a permanent basis.