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Ensuring the products are not priced too high or too low compared to competitors based on the competitive analysis is something most people want to do right away, but according to our assigned studies, the organization should first determine the generic strategy is imperative to determine competitive advantage at this point. Of course, addressing functional capabilities and value creating activities according to the stages of the life cycle that include introduction, growth, maturity, and decline are imperative to a business's vitality and growth. However, this opportunity will never present itself unless the framework of overall cost leadership, differentiation, and focus is first established (Dess, 2018). I would advise the CEO to compare the cost to make the product plus the cost to aquisition the customers and increase the product by a preferrable 60% and no less than 40%. If there is not a reasonable route to obtain this goal, then the product needs to be replaced.