First, the company is able to capture demand in the new market. Australian char will be able to conquer the barbecue market, thus gaining a competitive advantage over new entrants in that market. Second, the company will be able to build strong sales volume by leveraging the experience curve to break even in the shortest time possible. The company can reduce the cost of operations which include expensive advertising costs to increase sales. Third, the company has the advantage of being able to build a strong brand. Many customers will likely associate Australian Char Barbeque's products and services with the company (Hill, Cronk, & Wickramasekera, 2014). Any new entrant into the market seeking to gain a competitive advantage over the first mover such as Australian char will encounter strong resistance