Understanding competitors means locating and defining their main elements. The first element is participants - companies that compete and create a network of rivalry. Apart from our company it includes other participants in the market (investors, consumers, distributors, providers and producers of substitute and complementary products). The other element is additional value - net profit and loss which every competitor brings to the others. Measuring of additional value requires measurement of value for every single company, and then comparing it with situation without that company. The third element is the rules which create a structure and a system in which the battle is proceeded. The rules may be written (laws, contracts) or non-written (habits, culture, spoken deals). The forth element is tactics - maneuvers of the company in creating profit and competitive advantage. Four main tactics are prevent, attack, discourage and react. The fifth element is the bounders of the market competitors.