This step helps you gain better direction by identifying the target market and benchmarking your product and customer experience against the competition. This allows you to work strategically to better respond to the market and stay ahead of the competition (Duff, 2015). A very important market need is for value and when working with firearms, value should be a priority. It is very important to ensure that you have safe operating firearms and competent staff members to assist customers. This will also add to the convenience and functionality value of the store. When you strategize in market areas, you stay ahead of everyone