Consumer tastes have evolved with time and Groupon needs to adapt its competitive environment to increase, stabilize its position or to retain both the consumer and merchant. The industry also has much evolved, and groupon is henceforth no longer the only one in the industry, an industry which it would have created at the base. The environment has become more competitive. Groupon has henceforth to do with competitors that are leaders in other fields of activity and which their experience will contribute and help them to significantly establish their dominance in the coupons and daily deals'market. They use very agressive strategy to dethrone Groupon and take over its considerable market's share. Groupon will have to reinvent itself to cope
