Please answer the following questions based on the case study above.

1) Companies have many different bases to differentiate a marketing offer. Identify and explain the three most applicable bases for differentiation, with examples in the case study, that James Fair Technologies employs.

2) If you were Demy Young, what advice would you give an entrepreneur on the positioning

James Fair Technologies: Demy Young A Mitchells Plain-based company adjusts its business model - twice - to suit the market and reaps its rewards. In 2014, Demy Young opened James Fair Technologies, a company that provided local teachers with refurbished computers. It didn't take long to realise that his target market did not understand the technology, and so he opened an Internet caf to create a space where he could place the refurbished PCs and provide the residents of Mitchells Plain with a place to access the Internet and learn about computers. And no one came. The caf was losing money hand over foot, and Demy and her partners were simply hoping people would come. "We realised we had recognised a market - but that the market hadn't recognised itself," she says. "People need technology, but we were pitching to a market that simply didn't know how to use what we were offering." And so James added training courses to its business model. At first the courses were ad hoc - an hour or two each day at the Internet caf. It soon became clear that in trying to create a market for their products, James had actually. struck on a business offering the marketplace was desperate for. Today James operates 18 training centres across the Western Cape. Courses run for six months at a time, 8am to 5pm. WebAfrica has taken notice of the business and refurbished five centres as part of its ED programme. This second revenue stream has lower costs than the Internet caf, and is more profitable. "You can't be too precious about your business model," Demy says. "Sometimes you need to adjust your offering to suit the market. You can't expect the market to adjust to you, simply because you are offering something. Find what they want or need, and then give them a solution