Competitive benchmarking is an effective tool for improving your business’s performance. However, this can sometimes mislead you about your business objective. For example, suppose your competitor is using cheap quality products and if you adopt that product type in your company, this may not be fruitful for you. So, in that case, there is risk associated with implementing insight extracted from your competitor’s activity. Hence, before making any amendments to the current strategy, future challenges should be considered, and business strategies should be planned accordingly.