After leaving the college bookstore and having shelled out a few hundred dollars for her semester's textbooks, many of which were used, a business idea dawns on Jenny Bombay. Her idea is to start a used college textbook business. She will buy used textbooks from students and resell them for a profit. As she thinks more about the idea, she realizes that she will have to compete with other individuals who are already operating a similar type business as well as established bookstores such as Barnes and Noble. Jenny is unsure of how she will compete and has come to you for advice in developing a competitive strategy.

1. What competitive options will you offer Jenny? Clearly identify and describe each competitive option.

1. How does each option relate to Jenny's proposed business idea? In other words, how can Jenny exercise or carry out the competitive option for her business? How can she make the option work? What can she do to make the option effective?

1. Which option will you recommend to Jenny? Clearly justify why your recommended option is a good choice.