Firstly, the company is able to capture the demand in the new market. Australian char will be able to take over the barbecue market, thereby gaining a competitive advantage over new entrants in this market. Second, the company will be able to generate significant sales volume by taking advantage of the experience curve to reach the break-even point in the shortest possible time. The company can reduce the cost of operations which include expensive advertising costs to increase sales. Third, the company has the advantage of being able to build a strong brand. Many customers are likely to associate Australian Char Barbeque's products and services with the company (Hill, Cronk, & Wickramasekera, 2014). Any new entrant to the market seeking to gain a competitive advantage over the first mover like Australian char will face strong resistance from investors.