When was the last time you did a research on the state of your market? That is you went about studying your competitors, their strength, weakness, opportunities they created for you and threats they posed for you. I am sure a bloody majority might have never done that from the inception of their enterprise.
Most feel they "know the market" from "they see" and "hear". But these may not be the truth.
World might be changing without you noticing it. If you don't have the resources and time to do a market study, then engage a professional agency. A external agency can give you unbiased opinion.
Compete better with right perception about the market.
Best of luck for you and your enterprises!