High Current Position ----Strategic Direction High Current Position ----- Strategic Directic [Baby Design] One maker of jogging strollers is Baby Design. Baby Design makes a full line of baby products, from diaper pails to high chairs to a variety of strollers. Their jogging strollers consist of a doth seat stretched over a metal frame, a fairly standard design in the industry. They make a limited number of styles of single joggers meant to carry one baby (mostly differentiated by the color of the cloth) and one style of double stroller meant to carry two children. In the Baby Design double stroller, the children sit next to each other (again a standard industry design). Baby Design sells through independent Web sites (e.g.,www.strollers4less.com), specialty stores (e.g., The Right Start), and "big box" retailers (e.g., stores like Toys"R"Us when it existed). Their prices range from under $100 for a simple single jogger to $299 for their double stroller. Baby Design Quality Variety Baby Design Low Bright Trend Low Bright Trend [Bright Trend] Another competitor is Bright Trend. Jogging strollers are the only baby products Bright Trend makes, although it produces other products that involve metalworking. Bright Trend's joggers offer a unique design in which the child sits in a molded plastic seat bolted to a metal frame. With a single seat, the child can face forward or backward (i.e., looking at mom or dad). For their multiple-seat strollers, the children sit in tandem as opposed to side by side. On the two-seat model, the children can both face forward or can face each other. They make models that can handle up to four children that are popular with day care centers. Bright Trend's Web site emphasizes that each jogger "is made one at a time, no shortcuts; hand welded, powder painted and assembled with the utmost attention to craftsmanship." Bright Trend sells direct to customer through the Web and an 800 number. Their prices range from $255 for their cheapest single jogger to $745 for a four-seat model. High Low High Low Price Price 2. How would you describe the strategic positions and strategic directions of Baby Design and Bright Trend? 3. How would you expect Baby Design and Bright Trend to have structured their respective processes for building strollers (i.e., process architecture)? Consider the concepts of the product-process matrix. (2 Points) [Baby Design] [Bright Trend]