What is the Lay of the Land in the sector in which your company operates? Company Blue Cross Blue of Shield What percentage of the industry does each player represent? What is each player's level of profitability? What have the historical trends in market share been? How stable is the industry? How stable is market share? What do pricing trends look like? What class does the industry fall into: fragmented, emerging, mature, declining, international, network, or hypercompetitive? How secure is your company's Moat?