Question Completion Status 1. QUESTION 9 Delgado Company case study: Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until in 2012, his talent got recognized by the owner of a specialty shop, named Artsy Modern, that sells high end office supplies. Within three months, the wooden pencils were a hit and turned to be the best-selling product on Artsy Modern shop. Ruben Delgado had never thought of marketing his talent, but the recent sales were enough to change his mind. With limited resources, Ruben contacted three additional specialty shops. He explained his manufacturing processes and engraving options to each. All three shop owners placed a trial order. Within two months, just before the holiday season, each shop owner placed an additional order. Ruben was thrilled "figured business would slow down after that." Ruben stated, but in February, I was contacted by Elmore Distributors. At that point, I had to make a huge decision about how far ! wanted to go with this business." Elmore Distributors is one of the biggest retail that provides products for school fundraisers almost across all the USA. At the beginning of 2013, Ruben was offered a two year contract and immediate inclusion in Elmore's promotional flyer. Ruben Delgado accepted the offer and, along with it, the responsibility to produce that to survive in business, he cannot place his total emphasis with only Elmore Distributors, so he continued nurturing his four previously established specialty shops accounts. However, he did not try to target any additional distributor. From 2013 to 2015, Ruben built the company reputation on the manufacturing and distribution of a variety of high-quality wooden writing pens and pencils with customized engravings. His final customers are those who are looking for writing pens and pencils to buy that are easy to use, more comfortable, more stylish, and have impeccable writing. They are willing to pay a premium price to buy personalized Delgado wooden pens and pencils By the end of 2015, Ruben had to rethink his strategy when his contract with Elmore ended. Ruben decided to use the established brand name, Delgado, to expand his business. In a first phase, Ruben extended his writing pens and pencils lines by offering different shapes, and adding quills, felt-tip pens, and multiple-cartridge pens that write in different colors. In a second phase, Ruben decided to add a new line of various categories of personalized stationery and business cards, using the same umbrella brand name Delgado. Perhaps Ruben's biggest added touch was the brand new website, Delgado.com, dedicated to promote and exclusively sell Delgado products directly to the final customers. We make an excellent product." Ruben Delgado stated, and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado website to reach all our potential customers and make their purchase more easy and convenient. What type of product does Delgado manufacture? Convenience Unsought Specialty Undifferentiated