The RICH is an elegant luxurious homegrown mega retail store. It is the only retail outlet located in Putrajaya's commercial area and has been in business for the last five years. It sells unique designer-label consumer products at premium prices. The RICH had invested millions of ringgit in customer service. Customers are lavishly pampered with The RICH's personal Concierge Service, where they are given personal attention by immaculately groomed and knowledgeable shop assistants, who will assist customers to do their shopping. The RICH defines its target market as broad, but over the years only the wealthy ones are seen to frequent it. The RICH boasts of its customers' loyalty and its dedicated team of employees. The economic slowdown has harmfully affected The RICH's revenue as even the wealthy shoppers are now more cost conscious and are slowly yet surely searching for less expensive items. To make things worse, a renowned international retail chain, Niksim has just moved into the area. It has 36 huge retail outlets all over the world. It's tagline "Be Unique, Pay Less" is a proven success. Niksim's retail chain too reflects a posh up-market image except Niksim does not have the personal Concierge Service, which Niksim thinks does not add value to the business during times of economic slowdown. Instead Niksim promotes their products on the Internet. Niksim has a wide network of dependable suppliers who offer unique designer-label consumer products at discounted prices. This new entrant managed to attract both the masses and the elites. Both are ardent shoppers of Niksim. The RICH is feeling the heat of this head-on competition. Even their loyal customers are patronizing Niksim, which resulted in a drop in sales by a hefty 60% in the last quarter. The RICH realizes that it must revisit its business-level strategy before it goes to the dogs. The management is considering two alternatives. Plan A is to convert its existing mega retail store to a warehouse store selling second-hand items at discounted prices. Plan B is to redefine its target market to a narrow market rather than the broad market that it is currently serving. Under Plan B it must change to Focused Differentiation strategy and purely cater to the needs of the extremely high-end wealthy customers who demand one of a-kind designer products. Required: aj Discuss the impact of the intensity of rivalry and bargaining power of buyers on The RICH, when Niksim entered the retail industry in Putrajaya's commercial area