Suppose you are MANAGER of a company that has pioneered a new kind of SALSA for chicken that has taken the market by storm. The SALSA'S differentiated appeal has been based on a unique combination of spices and packaging that has allowed you to charge a premium price. Over the past three years, your salsa has achieved a national reputation, and now major food companies such as ABC and XYZ, seeing the potential of this market segment, are beginning to introduce new salsas of their own, imitating your product. Based on the given case answer the following questions: