Hello, please read the case and answer the question after. Thank you!

Alejandra Chirinois is listening in on a focus group with her marketing VP, Ricardo Rodriguez, and her head of sales Migueal Martinez. The group is discussing Alejandra's 5-year-old Peruvian poncho company, Tela. Alejandra agreed to this focus group, because she knew that if she wanted to compete with Poncho sales in Canada, she needed to up her marketing game. It was very important for the future of her company to enter the North American market.Her biggest competitor is Canadian based poncho maker, Saira. While Tela's ponchos were made in Peru with local, sustainable materials, Saira's were made in Bangladesh with cheaper materials and labeled "Peruvian design". However, Saira had launched a few years before Tela and had already captured 60% share of the poncho market across Canada. They were able to capture this large market share using their heavily marketed "buy one, give one" model. Like TOMS and Warby Parker, Saira donated a poncho to a person in need for each one a customer purchased. Tela has a social mission as well. They employ traditional weavers and set up programs to teach weaving to underprivileged women. And not only were there ponchos authentically Peruvian, but they retailed for $40 to $70, while Saira charged $60 to $100. While this message was clear in their local market, they have not been able to get this message across outside Peru, thereby limiting their growth. Alejandra is now working with Ricardo and Migueal, to come up with a strategy that will help them grow in Canada as well as throughout Europe, North and South America. Based on the above scenario, please answer the following questions. Make sure you give as much information as possible to help Alejandra and her team grow their business. They are counting on your marketing expertise! Please use an exam booklet for your answers. 2. What are 2 ways which Alejandra and her team at Tela can differentiate themselves (and their ponchos) from their competitor Saira, and position themselves in the Canadian market? Support your answer from the case. (6 points) 7 1 A B I E # 8 oo 22