Two companies compete for a share of the soft drink market. Each worked with an advertising agency in order to develop alternative advertising strategies for the coming year. A variety of television advertisements, product promotions, in-store displays, and so on provides four different strategies for each company. The following table summarizes the projected change in market share for Company A once the two companies select their advertising strategy for the coming year. What is the optimal solution to this game for each of the players? What is the value of the game?