Millard's core competency is that we are a moderately priced retailer. The reason is that when we look at the table above, we can see that moderate prices are one of our best sellers in store. In regular and large and tall sizes, moderate prices contribute the most to sales. Looking at the chart above, moderate pricing represents 50% of total sales on regular sizes, or half of sales. On Big and Tall sizes, the moderate price contributes to 60% of total sales, or more than half of sales. The segment that has a competitive advantage over other competitors is price. We offer a wide range of prices to our customers. Although we offer prices ranging from budget to best, our competitors only offer one of these price ranges. For example, Thomas & Blake only offers prices in the best price range. Because we offer such a wide range, we are able to offer our customers a wide range of merchandise. Our competitors can only offer the customer a specific product at a specific price, while we offer the customer a wide variety of goods in a wide price range. . Because we offer a wide variety of products, customers will turn to us for whatever they need. What's more, we create our own private label, this will give us even more advantages over the other store, because we can brand our own product and achieve a bigger markup. The segment that is not considered a competitive advantage is the different sizes that we carry. Looking at the table above, we can see that all stores offer the same sizes. This means that the customer can go to any store and find their size anywhere, this does not give us competitive advantages. Third step Recently ...... middle of paper ...... it was decided to expand it a bit so that we capture the customer who once went to the retailer Thomas & Blake. Aside from Kohl's, other competitors don't have the moderate prices to compete. We decided to change the price to between $21 and $46 for the regular size. On the Big & Tall, we decided to push the prices between $26 and $46 and the reason is that we want to reach the Thomas & Blake customer, since we are going to offer branded products, the prices are going to increase. We wanted to attract Thomas & Blake customers in the best price points, and it is in these price points that most of the well-known brands/labels will be located. The new price range for the best price will be $47 to $140. We have given ourselves a wider price range in order to be able to offer the customer a wide choice of labels that they are looking for..