One of the key elements of the general environment within which RRMC operated was the clear distinction between the urban and nonurban markets. This provided clearly established niches to be served by different players in the market however the overall degree of competition is relatively high. Due to the fact that 49 of the population of the country lives in the non-urban areas therefore there are more chances that the competition will increase and more players will enter into the market. The presence of different bigger players in the market is also one of the key elements of the general environment of the market. This presence can further intensify the competition as more and more niches within the market are developed.