First Ledger inc and Last Ledger Inc are two firms that operate in the same industry. The following information is available regarding the two firms (see below). Discuss each firm's strategy (Benefit/Cost Leadership/Integration) with supporting evidence (ratios) based on the data.

Firm	Advertising Expenses	Sales	R&D Expenses	Variable Costs	Total Costs	Net Profits
First Ledger	40,000	300,000	25,000	50,000	200,000	35,000
Last Ledger	25,000	400,000	50,000	100,000	250,000	75,000