A business-to-business (B2B) positioning strategy can sometimes be less profitable than business-to-consumer (B2C) positioning. When targeting industrial users with its power tools, for example, Black and Decker may have to offer profit-reducing volume discounts, costly product service support, replacement guarantees, and so on, when selling to businesses. Analyzing these profitability implications enables the company to choose value claims that are: 1) feasible. 2) faithful. 3) reasonable. 4) favorable. 5) deliverable.