$1\mathrm{.}1$ Given the sustained decline in average selling prices $($ASP$)$ over the past five years$-$particularly in the

$(20$ Marks$)$ personal care and beverage categories, as highlighted in the case study$-$critically evaluate the implications of this trend on your role as an operations management executive at a leading fast$-$moving consumer goods $($FMCG$)$ company in China. Discuss the strategic and operational measures you would consider implementing to effectively respond to these market shifts and maintain competitiveness.