Simi electronics has been in the business for more than $10$ years. The company designs and

manufacture a wide range of consumer electronics; including smartphones, tablets and smart home

devices. Despite having a good market share, a good reputation for product quality, the company

has been facing several challenges recently, such as declining sales and increased competition.

a$)$ Explain the concept of competitive advantage and strategies that Simi electronics can

implement to gain a competitive edge in the industry. $(10$ marks$)$

b$)$ Simi electronics has recently launched a new line of eco$-$friendly products. Analyse the

market segmentation and targeting strategies that Simi electronics should employ to

effectively market its new ecofriendly products to the right target market. $(15$ mar