Entities have some factors that can differentiate them from the others as well as offer some form of competitive advantages. Kodak has been able to cut a niche for itself in the market of photography by being able to service the market and cut out any competition. Most entities will focus on the external factors and be able to mold them in a manner that ensures success. They fail to look at the internal forces which play a crucial role in being able to make or break the organization.