ELECTRO Ltd produces the DEV, a DVD player, which it sells to discount stores throughout

Australasia. Although this player is significantly less expensive than similar products sold by

ELECTRO's competitors, the DEV offers only 20 gigabytes of storage capacity, compared with 60 gigabytes offered by ALFA, the product of a competitor. Further, the DEV has experienced

production problems involving significant rework costs.

ELECTRO's management would like to improve quality and decrease costs by improving

processes and training workers to reduce rework. ELECTRO's managers believe that the increased quality will increase sales. ELECTRO Ltd. believes that continuously improving its production processes and having satisfied employees are critical to implementing its strategy in 2021.

1. Identify and briefly explain ELECTRO's 2021 strategy