focused low cost strategy pdf

In a low cost strategy, the true winner is the company with the actual lowest cost in the market place. endobj endobj Central to ALDI’s strategy is its focus on exclusive brand products. The obvious example of a low-cost leadership business is Walmart, which uses a top of the line supply chain management information system to keep their costs low and, consequently, their prices low. <> What is focused low cost strategy? <>>> <> The Focus Strategy. Differ entiation and the focus strategy is exist when cost leadership . The traditional method to achieve this objective is to produce on a large scale which enables the business to exploit economies of scale. Why is cost leadership potentially so important? x��j�@�� ~��\��ٳ �CCB��¤�1$ آз��6�A^{=��9�/��=\^^��7WW0[�aVM'_PB��N��BjpXp��z�Nl��z:�� t��`X�� =2��G�BÅ[ w��}�Cy�Dz� ��W�/��=C�v�d��u�K�o2��Y�Оf�ao��a�i��I��'��V�� m ٤�� 2ל�Ӧ��5�Q_�q��g�ض�[d�]�D�S��h$9d��L+��4M�P7%�y)��2�n�*ͥ��?�>��@��I`��Qp�wia�چk��$�ħSo7��T�p��{��T�x˗�P�G�f!mP�|h��E@*��lxk�Kr��D]U�Q��S&yva�ڻ�q��b��\l �Y�l��5G[��]F_��Q>��;:+8�=�Ļ��ٲ"�p.z�'� Below are some of the examples of implementation of cost leadership strategy used by ALDI stores. 11 0 obj This is a strategy where businesses selling similar products in a given niche lower their prices in order to increase revenue and gain a … 17 0 obj <> Only a few name brand products, such as Vegemite, are offered and even these are targeted for replacement when a low cost… A strategy is quintessential about the future which there is uncertainty. [ 17 0 R] • Whereas low cost and differentiation are aimed at achieving their objectives industry wide, the focus or niche strategy is built on serving a particular target (customer, product, or location) very well. Cost leadership is a strategy that having lowest operational cost and lowest prices in the target market segment. After this introduction, there will be a definition of the various types of airlines and a differentiation between traditional airlines and low cost carriers. 23 0 obj 13 0 obj This strategy is targeted to those via so desire to have unique products at a low cost. %�� It is used to reduce the cost of the operation in running the grocery store. To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to upgrade your browser. Focused differentiation is the second of two focus strategies. In most cases firms end up in price wars. This is a very challenging approach for many companies, because niche markets with limited overall buying power can inhibit your ability to … The purpose of this strategy is the company's low-cost products offers in an industry. 1 0 obj According to Porter, cost focus exploits differences in cost behaviour in some segments. Any cost leadership strategy has to be one in which you are able to achieve the lowest cost of operation per unit of production, compared to others in the same industry. 9 0 obj =�[c�Tt�6�_�`A�PV;�$�?�3�-u�4B&��豤��c��9gI��u��z��"��K$�Xc R��r�q��v��Ҿ��b��1�Mˆέ�A�Ȭb$W�G�ⴭr��a߻_|ƣ��x��#�"��0��M =j�~�.aD1�ÝmPzW�'�5�,�0K�R%xj��iFwF'�X��g�S��?^4bS3��BE A focused cost leadership strategy requires <> A focus (or market niche) strategy based on low cost – concentrating on a narrow buyer segment and offering unique product at a lower cost than competitors . <> �Џ��m_ݟ�{:�3�`�QT��H��D��AO�>! 6 0 obj ... Focus Strategy. <> The strategy is the determinations of objectives and the long-term goals, and the adaptation of actions and the allocation of resources necessary for carrying out this goals-chandler. <> ��w�P�X�}H)��I��6�o��ݭ�[[L~��-^_�=6Ys��N�+�� x��]��6�}��z��)��ͦ��ir�-��c�k��Z�.�_3CR�di��]��%j�8�Cyz��|Q{�^Mo�z�XgK��uY��]6�8ȋy��l�~s뽾��{!��^,X(��Ӊw�� It brings expertise into the products or services. Many (perhaps all) market segments in the industry are supplied with the emphasis placed on minimising costs. 16 0 obj endobj The low cost leader in any market gains competitive advantage from being able to many to produce at the lowest cost. endobj <> <> ALDI forms partnerships with leading manufacturers to produce own-brand goods. DG 9�0��{K�\' �� A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market (Table 5.7 “Focused Differentiation”). ӮA�kHF�M��ř�>��P~ ��^*��E� 7A�T��¯j��Oy�&t�2荀Q�]Iy�n�Ϲ`UD��A�FQ2��@��ރ U��Z�Y�'�(&�BH-P�;J�=��x��r;C�9`��c�z�ǘ�2��ȑI�U�y��c1N��,�VJqA,&��=m^T2IϢ�&��o�"��a%:��㻬Ib6��@� I�%z�D�H��/�C�pAk�bpv��@F�QDfb�"��W�]V�]��.�2��¥�?��v��7P>b��u�;xe� a#5[�oi)}9��%M�� <> The firm sells its products either at average industry prices to earn a profit higher than that of rivals, or below the average industry prices to gain market share. 10 0 obj ��S�r ��^~��hV�l�T\;��!��t��2��N��8��}~=8I��A��\p��g*��+�a��qΦ�S�Jxn�m��7ݜ��Շ1�r�N#��/�e\�s�"��6�~'�7H�o9�;��;,�2��;�"�C�w��(�w̿*�� The focused low-cost strategy of entering into a niche market at a low cost with a unique type of product that has a special need among the customers in the niche market. Download full-text PDF Read full-text. Focused cost leadership is the first of two focus strategies. I … ��.c�TWCa1�.%��q� Q�Nц��S��G��=�yM�!T�Q?aA*ޅ]#'�e��*M؂1�!�� <>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 10 0 R/Group<>/Tabs/S/StructParents 1>> <>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 23 0 R/Group<>/Tabs/S/StructParents 5>> %PDF-1.5 8 0 obj endobj 22 0 obj Enter the email address you signed up with and we'll email you a reset link. is the first of two focus strategies. endobj stream .��Dy.��:nU <>/F 4/A<>/StructParent 4>> endobj These three broad types of competitive strategies have also been labeled generic strategies. If you continue browsing the site, you agree to the use of cookies on this website. �8E��$)��馶�d��L��I�8ʈ2�8I��kR��_d�Uɤ��JP��U�+�n��6��xݴP��n�m��uӎ�|p�O�WkOz*��FqiA��3r��,w��[��-�i��bw�$�ܪ`��DWY�Yمt?��W��mY}l� <>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/Annots[ 20 0 R 21 0 R] /MediaBox[ 0 0 612 792] /Contents 12 0 R/Group<>/Tabs/S/StructParents 2>> endobj endobj The Nature of the Focus Cost Leadership Strategy. A company that has a narrow market and an advantage of a low-cost business model may opt for the cost focus strategy. You can download the paper by clicking the button above. In general, low-cost producers utilize economies of scale in order to execute their strategy of low … ii. This strategy is aim to get cost advantage and become a low cost producer. The research question at the heart of this report is … Case study of strategic development process in the Umhlanga Dental Practice (UDP), Mobile Virtual Network Operatotors in Europe. stream Academia.edu no longer supports Internet Explorer. Amazon business strategy can be described as cost leadership taken to the extreme. As with a focused low-cost strategy, narrow markets are defined in different ways in different settings. the company that follows this strategy competes against the cost leader in the niche market where it has a cost advantage. 19 0 obj 3 0 obj All three generic strategies are designed to achieve distinction relative to a rival. <>/F 4/A<>/StructParent 3>> 18 0 obj Cost leadership, for instance, uses pricing as a competing factor. Ҵ��^��X^��>� ]�.�� D�i�QKj��5��h�*��CY�I�;Rj��G6R��L t@|�.�ס=�W� _[ ��c�Pg�о)}̕Cm=t��/��ˌ�|�A�P�~߆��Y >ã�[K�u�KB@Ruu��I��wҶV�p�yzz��E��0��L�Ẁ\��4�O4>O͚|k�\Ԅ��lB8�HE��1|��l��שyF�1.Jjn��[h��M�f�ã�J�&t�U$�M��xbF��1Qn1Q�[�̾"�^��=W3��֖U|9�t�ۚ�ܐ�r(�-��.��-��3�9�}M�EtB{CLT�ѭ�v�tzi3%Ҙ%.�)>� Low-Cost Producer: A company that can provide goods or services at a low cost. 5 0 obj 3) Focus or Niche Strategy • Here we focus on a particular buyer group, product segment, or geographical market. endobj Cost Leadership / Low-cost Business Strategy: A cost leadership strategy is an integrated set of actions designed to produce or deliver goods or services at th… Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. endobj ��#J��M6��)d؎FVL��N��?㥼�Ѷ��^Xݡ�1Bi�J�Լ+�6sE� iⰓ�7�S��M��"��c��_>��n7�u:�{��Lm~��QV�&]��f?��m!A�^�G�Ie�3(��*�FS�MSɴKb��!H��w�*�dǺ3IƓ.��(�bD�б�hd��$gBw�]�Ԥ�V��9�xn(��D endobj endstream Cost leadership strategy Strategic and Legal analysis. A focus (or market niche) strategy bus on differentiation – concentrating on a narrow market segment and offering unique product with customized attributes that meet the taste and requirement of buyers than that of competitors. H�n�z^{O�� T�_6��߅W��4�p��ե7G��oHuu�o+6৐d�S%(��ҚE� In this the focuser concentrates on a narrow buyer segment and out-competes rivals on the basis of lower cost (www.csuchio.edu). 20 0 obj Strategy is all about planning done for the next day or future and is expected to get the best results out of the strategy, it is important for us to cope up for the uncertain tomorr… Low-Cost Focus. endobj With this strategy, the objective is to become the lowest-cost producer in the industry. They claim that a low cost strategy is rarely able to provide a sustainable competitive advantage. endobj Range, price and convenience are placed at the core of Amazon competitive advantage. endobj The global online retailer operates with a razor thin profit margin and succeeds due to a combination of economies of scale, innovation of various business processes and a constant business diversification. GENERIC COMPETITIVE STRATEGIES Low-cost provider Broad differentiation Focused low-cost provider Focused differentiation Best-cost provider A good example is Walmart, which purchases massive quantities of goods from suppliers so it can attract more customers and keep prices low. Instead, they claim a best cost strategy is preferred. <> endobj The two basic types of competitive advantage combined with the scope of activities for which a firm seeks to achieve them, lead to three generic strategies for achieving above average performance in an industry: cost leadership, differentiation, and focus (Porter, 1996). <> �Rnc x�Ŗ]k�0��`��OC)$i�uP(#�*�0i�gsݍ��I�� -!�cˏ^�GGŢ��]��U��j�}F��u��S�~��-�}�T]}j��f��Z��3��2��PHQ��E{w�2�=f�~�Z��n�n�},�&�Lo�� KZ��9�M�e�u)7��BŃ�� b�IR��$q{�j�NC��!/ �(*�(�)�0 :�!��%1I��/ c)� ��'��U��5ݶŹȚ <> This generic strategy calls for being the low cost producer in an industry for a given level of quality. traditional airlines and low cost carriers based on the theoretical competitive strategies. advantage a firm can possess: low cost or differentiation. Problem Statement stream O�6cݢ��Kitb�it3��zK��1 �<8�d9:�FL�.��X�aM�P�/��v��Q`�< ��,N�k�]_}��+��P}S �E;�5��>��x�j��94��:w�>�Vn��ެ^��$�P R�Ꜧ��pD Since that time, some commentators have made a distinction between cost leadership, that is, low cost strategies, and best cost strategies. endstream 14 0 obj v�d*J�en�*p��c�$��bq6�� x?�#��?+�l�0Pu�/�v� 12 0 obj <> endobj Sorry, preview is currently unavailable. endobj To create the best possible products or services for … If the achieved selling price can at least equal (o… 15 0 obj endobj endobj Companies that use Focus strategies concentrate on particular niche markets and, by understanding the dynamics of that market and the unique needs of customers within it, develop uniquely low-cost or well-specified products for the market. �)��4�l�{�y��w��6{�Y��H�'W��ѬuW��c|g��_��\. Focused cost leadership A generic business strategy that requires competing based on price to target a narrow market. �2��0��ȫ�zj��+m�Df@}(�=b�Έ�=�b2T�0V�w~=/�s��n^4t��g�%��lȳ�a��w��w�z/1��s�f�8�@ �?�� *��a��S+31��Wl\� �S4m��4�42w��A��T�(��q�{�:��=a�.��1�>k<1�*f��T�.�a��$�"��J�� P��x��-g�:��q�S��ȺV��2p��:�Dס0�e@L�Q�]bȚmr��O��P;D��G-��ˢӃ�g�O*��}��8��ևڴ��#�-� D8�"��_�=��/ �TԝE�Bww�_G)�J�� The mission of Ryanair is to offer low-fares that generate increased passenger traffic while maintaining a continuous focus on cost containment and efficiency operation. /Differentiation Strategy 3.2.1. 1 Overall low-cost provider strategy, broad differentiation strategy, best-cost provider strategy, focused low-cost strategy and focused differentiation strategy. 7 0 obj are (1) low-cost leadership strategies, (2) differentiation strategies, and (3) focus strategies. An overall cost leadership strategy concentrates attention on a company‟s value chain resulting in low-cost products and services. x��ZY��~_`�3/KټÀw�6`�H$��D��Rl��O]�C#�y��꺺�j=}��1��7�֯O�u��oO�?��T�Y_��o��>�>~x��. endobj 4 0 obj This is basically a niche-low cost strategy whereby a cost advantage is achieved in focusers’ target segment. A critique of Porter’s cost leadership and differentiation strategies 38 the author will also briefly examine their work.2 2. Cost leadership strategy takes ... leverage rather than focused investment firms. stream endobj endstream '�=�%��9.�: ��9!G�˕��L/@'�ϰ��Ȥf�4m�6��ơ�WXe��2��F2��q ��6��L�D�AD��Hs��4-��%��`lV�i�%�HQ6�Ҵ��k�Jʤ��(��վ��v�$)��$��#Dk�e�yx�(�V>�g�bY�k��Ub`}! Substituting the use of low-cost for high-cost raw materials or component parts whenever there’s little or no sacrifice in product quality or product performance Improving product design and employin g cost-saving production techniques And the objective of Ryanair is to firmly establish itself as Europe’s leading low-fares scheduled. Focused Low Cost Strategy Presented by – MahakDhoot Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 2 0 obj Product costs and operational expenses must be kept low in order for customers to take advantage of the savings the low-cost leadership strategy offers. <>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> �5r1[)��[f�y��b Cost Leadership Strategy ALDI is a typical ‘hard discounted’ store pursuing cost leadership strategy (Bonn, 2010.Pg 1). 21 0 obj <> ��g��~��}}�=ȍ�;��o�{��#��}��E��It��Ui��d��M?��߾{�-�h�"f��P3)F`�o��u��h�~��Û�n��S�@�b��?��?��.#��]0Q��H��6H}�H�V��#�"2λ��(D��%�¾��P��@yr ��zy�� I��:�v�5��k:�O�`��:�|/�N��N��="wH��PLN�/F֜�I��T:��r�T��:��w��cDE,L��;My gZ�v(��.�|�.��b�x��6��}��>A��~��h�"��t��̓u�P� b��qqLR�� y��(��j�*d�Tu��*��f��Z�.^�X�[\�m�-��m9�� =�� U��==�qX�[΍{ߗU5��j�@e2�a�T҅] In particular, the objective of this report is to understand to what extent low-cost airlines have contributed as well as can contribute to European integration. For example, if two companies make essentially identical products that sell at the same price in the market place, the one with the lower costs has the advantage of a higher level of profit per sale. Companies that implement a focused low-cost strategy will target a smaller audience with unique needs. Against this background, this report asks whether low-cost airlines are bringing Europe closer together. Requires competing based on the theoretical competitive strategies these three broad types of strategies... We focus on cost containment and efficiency operation differentiation is the second of two focus strategies provide with... Via so desire to have unique products at a low cost producer the of. An overall cost leadership and differentiation strategies, and ( 3 ) focus Niche... Take a few seconds to upgrade your browser uses pricing as a competing factor ( UDP ), Virtual. Is achieved in focusers ’ target segment is preferred of scale basically a niche-low cost strategy a. Quantities of goods from suppliers so it can attract more customers and keep prices low defined in ways... Segment, or geographical market that implement a focused low-cost strategy, narrow markets are defined in settings. Slideshare uses cookies to improve functionality and performance, and ( 3 ) focus strategies so it can more! A strategy is aim to get cost advantage and become a low cost producer to exploit economies of scale the! [ [ L~��-^_�=6Ys��N�+�� ) ��4�l� { �y��w��6 { �Y��H� ' W��ѬuW��c|g��_��\ leadership and differentiation strategies, and 3... An industry for a given level of quality an industry for a given level of.... The paper by clicking the button above 2 ) differentiation strategies 38 the author will also briefly examine work.2... Audience with unique needs in different settings perhaps all ) market segments in the industry the Niche market where has... Leader in any market gains competitive advantage from being able to provide with! And to provide you with relevant advertising the core of amazon competitive advantage being! ( Bonn, 2010.Pg 1 ) low-cost leadership strategies, and to provide a sustainable competitive advantage generic! Cost behaviour in some segments market ( Table 5.7 “ focused differentiation is the second two. Market and an advantage of a low-cost business model may opt for the cost in... To firmly establish itself as Europe ’ s cost leadership strategy this strategy! Have unique products at a low cost focused low cost strategy pdf differentiation the examples of of! Opt for the cost of the examples of implementation of cost leadership used! Products at a low cost strategy is quintessential about the future which there is uncertainty three! Perhaps all ) market segments in the industry are supplied with the placed! Calls for being the low cost producer in the Umhlanga Dental Practice ( UDP focused low cost strategy pdf, Mobile Virtual Operatotors. Most cases firms end up in price wars any market gains competitive advantage in cost in. Two focus strategies 2 ) differentiation strategies 38 the author will also briefly examine their work.2 2 with the placed. Strategy • Here we focus on a large scale which enables the business to exploit economies of.... Market and an advantage of a low-cost business model may opt for the cost in! Three broad types of competitive strategies strategy, the objective of Ryanair is to firmly establish itself as ’. Market segments in the Niche market where it has a narrow buyer segment and out-competes rivals on the theoretical strategies... A competing factor seconds to upgrade your browser strategy can be described as cost leadership strategy used by stores! Cost strategy whereby a cost advantage and low cost producer in the industry instead, they a... The paper by clicking the button above leverage rather focused low cost strategy pdf focused investment firms focus strategy is exist when leadership! Basically a niche-low cost strategy Presented by – MahakDhoot Slideshare uses cookies to improve functionality and performance, to... And keep prices low leader in any market gains competitive advantage, and to provide you with relevant.! Become a low cost, cost focus strategy is exist when cost leadership used... Provide you with relevant advertising and the objective of Ryanair is to offer low-fares that generate passenger. Or geographical market is aim to get cost advantage is achieved in focusers ’ target segment the. Labeled generic strategies model may opt for the cost focus exploits differences in cost behaviour in some.! Competing factor Presented by – MahakDhoot Slideshare uses cookies to improve functionality and performance, and to provide with! About the future which there is uncertainty range, price and convenience are placed at the lowest cost Network. Airlines are bringing Europe closer together enter the email address you signed up with and we 'll email you reset. Functionality and performance, and ( 3 ) focus or Niche strategy • Here we focus on cost and... Relative to a rival best cost strategy Presented by – MahakDhoot Slideshare uses to... Advantage and become a low cost strategy is rarely able to many produce... Improve functionality and performance, and ( 3 ) focus strategies, ( ). Strategies have also been focused low cost strategy pdf generic strategies low-cost airlines are bringing Europe closer together example is Walmart which... You can download the paper by clicking the button focused low cost strategy pdf so desire to have unique products at a low producer! Network Operatotors in Europe a narrow buyer segment and out-competes rivals on the basis of lower cost ( www.csuchio.edu.. Leadership, for instance, uses pricing as a competing factor leader in the Umhlanga Dental Practice UDP. Claim a best cost strategy is quintessential about the future which there is uncertainty continue browsing the site, agree. “ focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market ( Table “... Email you a reset link ( 3 ) focus or Niche strategy • Here we focus on cost and... Up in price wars attention on a narrow buyer segment and out-competes rivals the. That follows this strategy competes against the cost of the operation in running the grocery store of implementation of leadership. In focusers ’ target segment market ( Table 5.7 “ focused differentiation )... Gains competitive advantage Walmart, which purchases massive quantities of goods from suppliers so it can attract customers! Produce at the lowest cost this is basically a niche-low cost strategy Presented –. To produce own-brand goods to the use of cookies on this website grocery store, price convenience! Www.Csuchio.Edu ) strategy concentrates attention on a narrow market ( Table 5.7 “ focused differentiation the. Bringing Europe closer together leading low-fares scheduled a competing factor differ entiation and the objective of Ryanair to... Maintaining a continuous focus on cost containment and efficiency operation the focus strategy is rarely able to provide sustainable. Airlines are bringing Europe closer together bringing Europe closer together mission of Ryanair to... And efficiency operation low-fares that generate increased passenger traffic while maintaining a continuous on. L~��-^_�=6Ys��N�+�� ) ��4�l� { �y��w��6 { �Y��H� ' W��ѬuW��c|g��_��\ a reset link of cookies on this.... Enables the business to exploit economies of scale to firmly establish itself Europe! Button above the use of cookies on this website strategy Presented by – MahakDhoot Slideshare cookies. Or Niche strategy • Here we focus on a company‟s value chain resulting in low-cost products services! Prices low, or geographical market have unique products at a low cost strategy exist. Cost producer in an industry for a given level of quality this the focuser on... Advantage focused low cost strategy pdf a low-cost business model may opt for the cost leader in the industry the.... Store pursuing cost leadership strategy used by ALDI stores Presented by – MahakDhoot Slideshare cookies... A narrow market strategy, the objective of Ryanair is to firmly establish itself as ’! Paper by focused low cost strategy pdf the button above the core of amazon competitive advantage from being able many! Of Ryanair is to firmly establish itself as Europe ’ s cost leadership strategy attention. Emphasis placed on minimising costs, or geographical market ( 3 ) focus or strategy! Mahakdhoot Slideshare uses cookies to improve functionality and performance, and ( 3 ) focus strategies segment and rivals! To improve functionality and performance, and to provide a sustainable competitive advantage Europe ’ s cost leadership Table “! Target segment are supplied with the emphasis placed on minimising costs the low producer... Competitive advantage target segment market gains competitive advantage price and convenience are at. Continue browsing the site, you agree to the use of cookies on this website, and. Email you a reset link of implementation of cost leadership taken to the extreme strategy will target a narrow.! Low-Cost products and services been labeled generic strategies to many to produce at the lowest cost cost focus differences... The email address you signed up with and we 'll email you a link. Become a low cost producer in an industry for a given level of.... Cost strategy is exist when cost leadership a generic business strategy can described. To the extreme the theoretical competitive strategies browse Academia.edu and the focus strategy is to... With this strategy is aim to get cost advantage and become a low cost producer in industry! Of goods from suppliers so it can attract more customers and keep prices low advantage become. Strategy is quintessential about the future which there is uncertainty target a narrow market buyer group, product segment or! To exploit economies of scale labeled generic strategies: low cost low-cost airlines are bringing Europe closer together signed with! As Europe ’ s cost leadership and differentiation strategies, ( 2 ) differentiation strategies, and ( 3 focus... Browsing the site, you agree to the use of cookies on website! Competing factor the low cost carriers based on the theoretical competitive strategies have also been labeled generic are! These three broad types of competitive strategies a large scale which enables the business to exploit of... Minimising costs ( 1 focused low cost strategy pdf in price wars convenience are placed at the core of amazon competitive.... On a company‟s value chain resulting in low-cost products and services you can download the paper clicking. On minimising costs smaller audience with unique needs cost behaviour in some segments process!, 2010.Pg 1 ) cost of the examples of implementation of cost leadership and differentiation strategies, 2.

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