The step helps you get better direction by identifying your target market and comparing your product and customer experience to the competition. This helps to work strategically to better satisfy the market and stay above the competition (Duff, 2015). A very important market need is value and when working with firearms value should be a priority. It is very important to make sure you have safely operating firearms along with competent staff members to help your customer base. This will also increase the value of convenience and functionality of the store. When you build strategies in market areas, you stay ahead of everyone