controllable variables, factors which are under the company’s control, factors which control the company, a USP (Unique Selling Point), anexclusive place where the product is sold, an exclusive feature of the product that no other competitor, premium pricing strategy, a strategy of high prices, a strategy of competitive prices, target market, aims and objectives of the company in a specific market, group of customers that the company is aiming its products at, differentiate itself from the competition, show Clear differences from competitor products, avoid differences with competitor products.

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