The external environment which is a time change, customer preferences change is the main source of conflict at Wilson Brothers. Consumers are more aware of health issues and they tend to cook at home than out-of-the-box foods. As the result, the company had to find so many solutions to get their products sold in the market as well as adjust their prices because of the changes to the consumer. The customer's consumption changes and the competition with many other companies that they had to use the strategy of changing the best price for the customer. However, I think this strategy will not be applicable long because of the company's profit and trust for customers. Therefore, The Wilson Brothers should adapt to the times to keep up with current