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Advantages
- allows them to differentiate their product and be much more efficient by keeping up with current demand
- stronger customer loyalty may allow the company to offer a premium
- focus more on quality
- the business itself has less influence making prices higher/lower
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Disadvantages
- loose customers to comp which decreases market share, therefore advertising costs are increased
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- a high comp market is likely to have seasonal change, therefore you need to change your product and prices very frequently, increasing production costs
- if demand is high in the market, labour costs would be increased in order to improve capaciy utilistaion
- comp may have already took your idea
- comp can also use predatory and penetration pricing, reducing customer loyalty
- you would need strong barriers to entry
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