Pаstа is а pоpular fооd item in grocery stores. It comes dried and fresh; however, fresh pasta is much more expensive because of the perceived value, the bulkier packaging, and the need for refrigeration. On a commercial scale, pasta is usually made by extruding the dough through dies to give the variety of shapes. Your firm, Pronto Pasta, has invented an automatic extrusion pasta machine that can handle smaller amounts of dough and takes the guesswork out of making pasta. It uses semolina flour and liquid eggs which are kept in refrigerated tanks located beside the pasta machine. The consumer-operator of this machine can choose: the die shape and length of the resulting pasta the amount of dough to be mixed, kneaded, and extruded any colour additives (i.e., spinach for green, beet juice for red, tomato paste for orange, squid ink for black, tumeric for yellow, etc.) any flavour additives (i.e., basil, pepper, tomato, etc.) The machine also cleans up automatically and takes less than a minute to make the fresh pasta. You wish to target the fresh pasta market by putting these machines in grocery stores to be used by consumers in the store to make and buy fresh pasta. How is Pronto Pasta building a sustained competitive advantage? You can also apply this to the grocery store who purchases these machines.