Direct competition refers to the rivalry between two or more businesses that offer similar products or services to the same target market. This type of competition involves competing for the same customers, often through price, quality, and marketing strategies. In direct competition, companies are vying for the same slice of the market share, making it a fierce battle for consumer attention and loyalty. It is a constant push and pull between competitors, with each one striving to gain an advantage over the other. Direct competition is a key factor in shaping the business landscape and driving innovation, as companies strive to outdo each other and win the hearts and wallets of consumers.