A company that has specialized in printing physical marketing materials for 50 years is experiencing a sharp decline in revenue. Their long-term clients are shifting their budgets to online advertising platforms. Furthermore, they are losing bids to newer, international companies that offer integrated digital design and marketing services at a lower cost. The company is also struggling to attract and retain young, skilled graphic designers, who express a preference for more flexible work arrangements and cutting-edge software tools. Based on this scenario, analyze the two most prominent external forces compelling this company to adapt its structure and processes. For each force, explain its specific impact on the business.