Give your reply/opinion to the answer. Q. Using an example from your own industry/company you are familiar with, develop offensive and defensive actions strategy to address the competitors based on the value capture model. A. Defensive actions against competitors for Microsoft: 1) Bypass attack: Microsoft should continue to expand to other geographies. It should continue to launch new data centers in EMEA, ASIA, and not just the Americas. AWS dominates the US market while continuing land grabbing opportunities that remain in the US more focus should be on the regions where Amazon and GCP have not yet penetrated. 2) Flank attack: Microsoft can bypass Amazon by exploiting their inexperience with the hybrid cloud models whereby part of the customers' solutions remain on-premises and only some pieced migrate to the cloud. Rather than this being an interim position to finally lead to a 100% migration to the cloud, Microsoft can support customers that want to stay in a perpetual hybrid model as it suits their operation/ cost strategy. Offensive Actions: 1) Newmarket segments: Microsoft has to up its game in identifying segments using segmentation models and perceptual maps to find segments that its competition is not in yet. It has to invest resource4s in building the competencies needed to enter those segments. 2) Go to market approaches: Microsoft Azure can use bundling to package some of its products and services together, it can use pre-paid plans or pay as you go model and charge only as much of cloud resources as has been consumed and refund the rest or apply to the credit. It can have loyalty programs to give loyal customers cloud credits for renewing their accounts/spending each year. 3) Differentiating Functionality: Microsoft needs to improve its Azure code base and create features or services not served by its competitors. This can bring customers that do not find the offering anywhere else to flock to Microsoft Azure. It can also improve the performance of features it has parity so customers can switch for higher quality and reliability. Investing in security, privacy and failover or disaster recovery can also gain customer loyalty and retention