Your company has specialized in manufacturing chairs for years. You are proud that your chairs are some of the strongest on the market. Until now, customers have noticed the high quality of your products and appreciated their solid construction.
However, hard times have come, with a lot of competitors. Despite the fact that they produce furniture of inferior quality, they provide many interesting models to the market, making their offerings appeal to a wide range of customer tastes (these too have changed over the years).
In addition, the price of materials has increased. Not only the costs directly related to the production of the chair have increased, but also the costs of designing it. Prototyping a new model requires large amounts of raw materials, not to mention time.
Your company wants to stay in the market. You have no intention of abandoning your approach.





