Produces specialty aquariums with built in lighting systems

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Question

Annie produces specialty aquariums with built in lighting systems, curved glass, and extra thick sides that are often utilized for custom applications. Accordingly, her aquariums tend to be much more expensive than what the average consumer may purchase. The majority of her customers are Zoos, public Aquariums, and Museums. However, a new entrant, Custom-Aquariums-4-You, has entered the market with very similar products at a lower price. As a result, Annie is beginning to lose market share to this new competitor. In order to continue to acquire contracts with her existing customer base, Annie is now sourcing her aquarium materials from a cheaper supplier with slightly lower quality materials which has allowed her to lower her prices to be more competitive with the new entrant. How has Annie modified her business strategy?

Annie has broadened her competitive scope Annie has narrowed her competitive scope Annie is now a cost leader Annie has modified her strategic positioning.

Reference no: EM133671450

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