The primary threat comes from competitors. C. The industry is relatively small right now, but there is growth in the demographic because today's new drinkers are from the so-called "millennial" demographic, a large generation. In general, however, drinking is down, and there is more focus on quality over quantity among all but the youngest drinkers.

3. Marketing Strategy

A. Cost leadership strategy, be the cheapest and let everyone know it

B. Mainly online promotion, and through major retailers.

C. Packaging will be basic, with a thin cardboard back and plastic front. Make the device easy to access and keep packaging costs low. Coloring should be "serious," so red and black. Large lettering, too. Streamlined packaging as much as possible...

Pricing is going to be $4.99, an industry-leading price
E. The brand is Arrive Alive. We want to focus on branding in the promotional strategy.

F. Advertising needs to reach a lot of people. The message should be fear-based, to create motivation for people to avoid going to jail for DUI. Advertising should be saturated as much as possible with a focus on television programming and internet sites geared towards the target audience.

G. Promotion will take place at public events where there is alcohol. Hire young people to help spread the word and sell devices on the spot.

4. Customer Service

This is not an important part of the plan. Hire an outside contractor to work the customer service line