Intense competition for market share can limit a company's profits when diversifying into a new industry. Consider these questions as you describe the rivalry in the market. How many competitors are there in the industry? What is each competitor's position? How much of the market share has each one captured? Do companies compete intensely in this industry? If so, do they engage in rivalry and lower prices to gain market share? Do companies compete to provide additional services or constant innovation? Describe the rivalry among existing competitors in the new industry you've identified (Transport Industry).