El-Kamal co. produces shirting fabrics with 100% Egyptian cotton from classic to city wear fashion fabrics with a yarn dyed fine yarns starting from 50 singles to 140 doubles. They are maintained a good reputation between its customers because they have mainly been thought of as good quality products, diverse designs and high textile durability. As time passes El-Kamal co. market share has increased due to developing creative ideas as well as their level of exporting, so they became well known domestically and globally. El-Kamal co. considers the competitive stance an essential indicator as it gives information about the current market situation in relation to a new product. As we constantly need to decide how to place ourselves and our product between competitors in order to reach our predefined goal we should continuously update our competitive stance to be able to form our competitive strategy. El-Kamal co. fabrics are considered of a high quality so it attracts a lot of customers than our competitors. They highly value customer loyalty not only in the behavior of repeated purchase but also in its great reward of a good favorable word of mouth and publicity regarding the product thus adding more number to their loyal customers. In regard of our business, the high competition and the volatility of the market they have to not only satisfy their customers, but delight them as well to increase the loyalty and word of mouth level.