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You are the CEO of a privately owned, consumer goods company that generates $150 million annually and about $20 million of cash on hand. You're

You are the CEO of a privately owned, consumer goods company that generates $150 million annually and about $20 million of cash on hand. You're considering entering a new segment that offers high growth. But has 3 large incumbents that control 85% market share. 



What are at least 2 actions you'll take to enter and compete in this segment?

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