England's average realized price for a couch is about 10% higher than those sold by Ashley Furniture Industries ("Ashley"). Cost of goods sold as a percentage of sales is about 75% for England, and about 80% for Ashely. Use value-based strategy concepts to characterize England's competitive position compared to Ashley. Make, or describe two "value sticks" illustrating your answer. Be sure to quantify relative price and cost on an equivalent per unit basis.

Reference Article : Tennessee Producer Tries New Tactic in Sofas: Speed As Some Turn to Imports, Custom Couch By Dan MorseStaff Reporter of The Wall Street Journal Nov. 19, 2002 12:01 am ET