She went to work for Coca$-$Cola, working on special event marketing. She could have taken an easier position in her fathers company, but he wanted her to go out on her own and learn more about how business is done before joining the family firm. After five years, she thought it was time return and her father agreed. But now, after six months, she was questioning her decision. Dad$,$ she said, entering Mike Friars office. Sales have been stagnant for the last few years, at least five from what I can see. Yet were paying our salespeople more now than we did then. Why is that?Cost of livingthey have to earn more just to stay even, he replied. But I see your point. They arent selling more.Well$,$ what if we had our smaller customers order through the Web? Then the sales$-$people could have more time to find new customers. The company manufactures metal boxes, called cases, which other companies put their products in when those products have to be used in tough environments. For example, AirLink uses Friar cases to house high communications equipment used by the military. I dont knowI think wed have a riot on our hands if we tried to take customers away. He frowned as he contemplated the consequences. But our costs have risen and our sales havent$.$ I dont think well make money this year. If we dont find less expensive ways to sell, well be out of business before too long. Her dad stared at her earnestly. Look$,$ this isnt Coca$-$Cola. We dont have their big budget for fancy marketing, and selling to people is a whole lot different than selling to companies.

  

 

Question #$1$: What type of products does Friar make and sell? $($Note: The type isnt boxes or cases$.)$

Question #$2$: What type of customers do they have?

Question #$3$: What characteristics of the Friar Casing market are different from those faced by Coca$-$Cola, and how would affect how fair markets?