Simi electronics has been in the business for more than $10$ years. The company designs and manufacture a wide range of consumer electronics; including smartphones, tablets and smart home devices. Despite having a good market share, a good reputation for product quality, the company has been facing several challenges recently, such as declining sales and increased competition. a$)$ Explain the concept of competitive advantage and stratetegies that Simi electronics can implement to gain a competitive edge in the industry. $(10$ Marks$)$

b$)$ Sim electronics has recently launched a new line of eco$-$friendly products. Analyse the market segmentation and targeting strategies that Simi electronics should employ to effectively market its new ecofriendly products to the right target market. $(15$ marks$)$