The intellectual and field premises of the current study were established on the reality of the relationship between two dimensions, (competitive Vigilance, marketing challenges). Competitive awakening is the process and means that informs organizations about all the new information in its external work environment and provides it with it in order to face competition. It is worth noting that when the organization works to analyze the competitive environment surrounding it inorder to identify the marketing opportunities that can be exploited, it should put In the account that this environment can provide marketing opportunities to achieve the goals and also marketing challenges that stand in the way of achieving these goals and change the path to achieving success, marketing challenges are anything that reduces the capabilities and marketing capabilities and closes the window of marketing opportunities to the organization .