As the strategic manager of CutRite Scissors, you are tasked with producing a strategy for introducing a new line of premium scissors. Your competitor produces a line of similar scissors at a cost of $1 and sells them for $12. Because your company has inferior production capabilities, your scissors will cost $3 each to produce. However, your handle is proven to be more comfortable than your competitors'. Assuming you are guaranteed to sell the same number of units as your competitor, which of the following strategies is most likely to achieve a competitive advantage?
A. Offer a buy-one-get-one-free sale on CutRite scissors.
B. Market CutRite scissors as a higher-quality alternative and sell them for $15.
C. Reduce the quality of materials used in CutRite scissors to bring unit costs down to $1, then sell the scissors for $12.
D. Continue to produce CutRite scissors for $3 but set the price at $10.
Answer: B
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