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from their competitors. Resultantly, this lack of differentiation will not justify higher costs. Additionally, we concluded that that Junk Van should continue to utilize the cost focus strategy due to the falling market prices within the industry. According to the article, “potential clients of waste collection services had several alternatives, some of them at no charge”. As a result, the industry possesses a demographic of price-sensitive customers. Therefore, if Junk Van decided to redirect its focus away from having low costs/competitive prices, they will ultimately deter price-sensitive customersfrom their business, which will result in the decline of revenue. Moreover, our team determined that in order for Junk Van to keep its competitive edge, it must continueto rely on offering low prices to its consumers by keeping IT costs low, and preventing the deceleration ofwork flow and sales by inefficiency (i.e., human error, etc.). However, soon after the acceleration of