Stump's Hot Olives are manufactured in Peterborough. The company's owner is Jim Haakinson. He sells his products at local grocery stores and online. He also sells some to local restaurants. The company has been in operation since 1998. The company relies on labour from Jim's family and friends to produce and package olives. His olives are packaged in attractive, reusable glass containers. He uses store demonstrations to introduce his spicy olives to new customers. He wants to enter the national scene but there are big players in the olive canning industry that have distribution, pricing and brand recognition advantages over Stump's. Discuss how you would recommend this company establish or maintain a competitive advantage. How would you position yourself if you were Stump's? What is the business problem and evaluation criteria for options?