Question 22

The Neva business unit manufactures a number of electronic accessories for mobile computing devices, such as headphones, SD cards, and OTG adapters. Neva does not put its own brand name on its products but instead sells them in bulk to large retailers or other manufacturers. with the purchaser's brand name added or other basic customisation it required. Neva's manager characterises her business unit's strategy as \"low cost as a first priority, and high quality insotar as that is consistent with the low cost priority". She explains that Neva's purchasers are very price sensitive, but would very quickly discontinue a supplier it they experienced signicant numbers of complaints about product quality from Neva's own customers. She believes that the consistency between Neva's strategy and the requirements of purchasers is the most signicant critical success factor which has enabled Neva to build market share