In an open market any number of sellers or competitors can offer goods for sale. An efficient producer, who keeps costs low, can set a low price for goods that other companies find it difficult to compete with. All companies try to gain the biggest market share possible, and compete aggressively with their main competitors to do this. Companies with the biggest market share for a product, the market leaders, may compete with their rivals on quality, image, brand loyalty or price. Major companies compete across borders in the global market place to try to enter new markets in countries where they do not have a presence.