Ohn was working with his team on a product launch. He did some market research and found some similarities between his product and those of the competitors. He knew that his product offered personalized service as part of the product package, which was already done by some of his competitors. The market was quite saturated and customers had plenty of options. The advertising options that the competitors had were much more extensive than what John could afford. He knew that his cost of production was lower than that of his competitors, so he could pass on some of those savings to his customers. He chose to launch his product and display it at the same place where his competitors sold their products.