BMGT364 Maryland Week 6 Biotech Strategy Analysis Paper Purpose In this project, you will complete Phase 2 of the Business Strategy Analysis. Drawing from
BMGT364 Maryland Week 6 Biotech Strategy Analysis Paper Purpose
In this project, you will complete Phase 2 of the Business Strategy
Analysis. Drawing from the course material, you will:
Use the course material through week 6 and your research to complete Phase
2.
Learn and apply concepts concerning organizational structure, organizational
culture, cultural differences, and product and service development. You will
also create a communication plan.
In answering the requirements, you will support the reasoning and
conclusions made, which means you will explain ‘why and how’ rather than
relying on making statements.
Skill Building:
You are also completing this project to help develop critical thinking and
develop part of a management plan.
You will be required to research the infant formula industry as a
continuation of Project 1. Do not take the research lightly as you are
required to do significant research to answer the requirements of the
project.
Skills: Research, Critical Thinking, Write a Strategy Analysis
Outcome Met by Completing This Assignment
demonstrate leadership skills by communicating a shared vision, motivating
and empowering others, and creating a culture of ethical decision-making and
innovation
develop measures and assess outcomes against plans and standards to improve
organizational effectiveness
Instructions:
The Executive Director has been asked by Max Barney to put together, and
present in a memo to him, a business strategy that will be a guide for the
next year as the new division moves forward. The Executive Director will be
working with the consulting group over the next 5 weeks and they will assist
with putting together this plan. The final plan will be laid out as
outlined below and developed in three phases.
You have successfully completed Phase I and it is now time to complete Phase
II. In the second phase, Sections IV, V and VI will be completed.
Section I – Executive Summary
Section II – Goals and Objectives
Section III – Competitive Analysis
Section IV – Description of Organizational Structure and Culture
Section V – Breakdown of Product and Services
Section VI – Communications Plan
Section VII – Human Resources Plan
The business strategy will provide the organization an opportunity to
explain the goals and objectives of the new division and help with the
development of the strategy to achieve them. The plan will allow the
company to gain insight into the current status of the industry they are
venturing into using internal and external analysis tools, and then use this
analysis to design their division’s business environment. In addition, the
plan will be used to form the team that will bring the vision for this
division to reality. You will need the Biotech Company Profile to complete
the analysis.
Phase II
The Executive Director of the Asia Division of Biotech has asked the Expert
Foods Consultants that has been assisting with the development of the
Business Strategy to begin putting the second phase together. In this phase,
the director would like to start painting the functional picture of how the
new division will be setup, the products that are believed critical for a
successful initial launch, and how the division will communicate within
itself, across other divisions, and with the corporate offices. To do this,
the group will deliver a Description of the Organizational Structure and
Culture section; a Breakdown of Products and Services for the initial
Launch; and the Communication Plan.
Description of the Organizational Structure and Culture
In this section, you will identify and lay out the organizational structure
through the use of an Organizational Chart with the new division and
delivered informally to the director. It is intended that this section will
now formally present the structure and explain the rationale behind its
construction. The idea with presenting the Organizational Chart is to
understand why the levels of the chart are developed. Explain why each part
of the structure is critical to the success of the organization. For
example, if an Assistant Division Director (ADD) of Research and Design was
placed in the Org Chart, you could explain that he or she will be
responsible for finding ways to integrate green/sustainable materials into
infant formula, something that has not been done on a large scale in the
past. The ability to create products that have not been introduced in the
marketplace in mass production will give Biotech a competitive advantage,
and under the VP of R&D there is a person responsible for the local testing.
You will explain why their testing will have a critical impact on the
success of the new product line.
You will also present the cultural complexities that will need to be
monitored and possibly addressed. The director will be bringing a facility
online in an area in which Biotech currently has no presence and there could
be unforeseen cultural dilemmas that could arise. Expert Foods Consultants
has considered whether or not to use local nationals in management roles or
to bring in current Biotech employees from other locations. Each of these
will have their own complexities from a cultural standpoint so consider them
as you generate your response. Consider how the new location’s citizens
view work hours, holidays, religious beliefs, etc. while researching this
topic. Another example about understanding business cultures in foreign
countries is how bribery is a big part of business for some cultures but
still illegal for a U.S. based company to participate in this act while
operating on foreign soil. If the location of the new facility has some
cultural differences from what other locations do, you should explain
whether Biotech will need to recognize the difference or expect the
employees to adhere to Biotech’s standards.
Breakdown of Products and Services
In this section, you will present the products that Biotech will release in
the first launch of the new division. You addressed the products in week 5
and will now be formally introduced as the product line. Biotech needs to
formally introduce the line of products that it will be presenting to the
public and how its production aligns with Biotech’s mission. This section
will need to provide specifics on the product and how it meets the
sustainable, green, and human friendly mandate set forth from Melanie at the
beginning of this project.
Communication Plan
This communication plan will be a roadmap on how the new division will best
be able to communicate with Biotech’s corporate headquarters, suppliers,
other divisions, and internally. This should lay out best practices and how
the organization will be able to use the latest technologies available.
Instructions for completing Phase II
Step 1: Write an Introduction paragraph
Create the Introduction Paragraph
A well written management plan begins with a statement of the company’s
goals for the project. This Introductory paragraph is the first paragraph
of the plan and will be used to describe to the reader the intent of the
paper. This intent should be understood prior to reading the remainder of
the paper so the reader will understand the intent of the information.
Step 2: Organization Structure
Identify and discuss the current organizational structure;
Develop the organizational chart providing detailed information on the
levels of the chart, the role and responsibilities of the position. Explain
the rationale behind the construction;
Discuss the part of the organizational chart for the new division. Explain
the rationale behind the construction and explain why each part of the
structure is critical to the success of the organization;
Discuss the position and role of the person responsible for local testing
explaining why his or her testing will have a critical impact on the success
of the new product line.
Step 3: Organizational Culture
Identify and discuss the current organizational culture;
Identify and discuss the cultural complexities that Biotech will need to
monitor and potentially address;
Explain whether local nationals should be used in management roles or
whether Biotech employees should be transferred to the new location
discussing the cultural complexities that need to be considered;
Step 4: Breakdown of Products and Services
Discuss the product(s) that Biotech will release in the first launch of the
new division;
Discuss how the production of the products align with Biotech’s mission in
terms of being sustainable, green and human-friendly.
Step 5: Communication Plan
Create a communication plan that clearly identifies the communications
objectives (results Biotech wants to achieve and purpose of the plan,
defines key audiences, identifies media channels, and establishes a timeline
and a way to evaluation effectiveness of plan.
Step 6: Review the Paper
Read the paper to ensure all required elements are present. Use the grading
rubric to ensure that you gain the most points possible for this assignment.
Proofread the paper for spelling and grammatical issues, and third person
writing.
Read the paper aloud as a first measure;
Use the spell and grammar check in Word as a second measure;
Have someone who has excellent English skills proof the paper;
Consider submitting the memo to the Effective Writing Center (EWC). The EWC
will provide 4-6 areas that may need improvement.
Step 7: Submit the paper in the Assignment Folder (The assignment submitted
to the Assignment Folder will be considered the student’s final product and
therefore ready for grading by the instructor. It is incumbent upon the
student to verify the assignment is the correct submission. No exceptions
will be considered by the instructor).
How to Set Up the Paper
Create a Word or Rich Text Format (RTF) document that is single-spaced, with
double spaces between paragraphs. Use 12-point font. The final product
will be 4-6 pages in length excluding the title page and reference page.
Write clearly and concisely. Do not exceed 6 pages.
Completing the Analysis
In order to complete this Business Analysis, you will want to first read the
module, Learn How to Support What You Write, as this assignment requires you
to use the course readings and research to support what you write. Also,
Read and use the grading rubric while completing the problem set to ensure
all requirements are met that will lead to the highest possible grade.
Third person writing is required. Third person means that there are no
words such as “I, me, my, we, or us” (first person writing), nor is there
use of “you or your” (second person writing). If uncertain how to write in
the third person, view this link:
http://www.quickanddirtytips.com/education/grammar/first-second-and-third-pe
rson.
Contractions are not used in business writing, so do not use them.
Paraphrase and do not use direct quotation marks. Paraphrase means you do
not use more than four consecutive words from a source document. Instead
put a passage from a source document into your own words and attribute the
passage to the source document. Not using direct quotation marks means that
there should be no passages with quotation marks and instead the source
material is paraphrased as stated above. Note that a reference within a
reference list cannot exist without an associated in-text citation and vice
versa. You may not use more than four consecutive words from a source
document, as doing so would require direct quotation marks. Changing words
from a passage does not exclude the passage from having quotation marks.
If more than four consecutive words are used from source documents, this
material will not be included in the grade and could lead to allegations of
academic dishonesty.
You are expected to use the case scenarios and weekly course material to
develop the analysis and support the reasoning. There should be a robust
use of the course material along with thorough analysis of potential
location information. Material used from a source document must be cited
and referenced. A reference within a reference list cannot exist without an
associated in-text citation and vice versa. Changing words from a passage
does not exclude the passage from having quotation marks. If more than
four consecutive words are used from source documents, this material will
not be included in the grade and could lead to allegations of academic
dishonesty.
Use in-text citations and provide a reference list that contains the
reference associated with each in-text citation.
You may not use books in completing this problem set unless part of the
course material. Also, do not use a dictionary or Wikipedia.
Provide the page or paragraph number in every in-text citation presented.
If the eBook does not have pages, provide the chapter title and topic
heading. If using a video, provide the minutes and second of the cited
material. Running head: BIOTECH NEW INFANT FORMULA
Biotech New Infant Formula:
Goals, Objectives, and Competitive Analysis
Tina Downing
BMGT 364
UMUC
April 14, 2019
1
GOALS, OBJECTIVES, AND COMPETITIVE ANALYSIS
2
1. Introduction paragraph
Baby Formula is becoming a necessity in the global and local markets as the global
statistics show increasing demand. Baby formula is a biotech product that should be
produced with utmost care, considering its use. The end users are infants and toddlers
whose systems are still under developed. If well produced, infant milk can assist healthy
growth and development of the child. If not produced with care, it might cost the child their
health or even life in worst-case scenario. Health and safety are not the only considerations
in developing an infant milk formula. Other considerations include the political
environments, the technological requirements, and many more considerations. Our
company seeks to produce infant milk from Ohio. The company seeks to utilize the global
market but will also seek to impress in the local market. This paper offers a PESTEL
analysis; a SWOT analysis; and a porters five-force analysis as parameters essential in the
designation of an Ohio based baby formula producing companys goals and objectives and
its competitive analysis.
2. PESTEL Analysis
The society has very high expectation of the aspects of safety and quality of what
biotechnology industries produce. This is more so because most biotechnology firms give
services and products that nourish or improve lives, and can cause major damages if
unchecked. This increases pressure on the producers, and they have to adhere to several
required legal and ethical standards of the industry. A biotech producing baby formula is
one of the most criticized industries. This is because infants and toddlers are very delicate
and need the safest, well-calculated nutrition for growth and development. A PESTEL
model looks into an organization with the consideration of the Political, Economic, Social,
Technological, Ethical, and Legal aspects. It is relevant in analyzing the baby formula
production industry through a careful consideration of factors related to each aspect of the
model.
2.1. Political Analysis
The selected production location for the Baby Formula product is Ohio. However, the
target market as per the mission statement is the international market. This causes a
political conflict of interest. This is mainly because the United States advocates for the
production and enhancement of baby formulae, but many other nations that are part of the
United Nations affiliated World Health Organization (WHO) advocate for breastfeeding
over baby formula (Jacobs, Jul 8, 2018). The Ecuadors advocate in the matter in a meeting
talked to support the issue of requesting governments to promote breastfeeding through
creation of policies. Ecuador and others who were proposing such changes mentioned that
breast milk is better than baby formula, and baby formula can be of life threatening
consequences to infants and toddlers (Jacobs, Jul 8, 2018). The US was not pleased by this
stance because it threatened Ecuador by mentioning that it will withdraw its military
support if they continue to support this motion. Ecuador, with fear of loosing military
support remained reserved and changed their campaign towards supporting baby formula.
Britain was not impressed by the act of the US threatening Ecuador. The British advocate
GOALS, OBJECTIVES, AND COMPETITIVE ANALYSIS
3
stood and said that it is a shame that the United States actually continue to threaten nations
to support their ideas even in delicate health matters as they have done for 40 years (Jacobs,
Jul 8, 2018). This implies that the company will have support to produce from the United
States, but it will suffer some level of resistance in some of the target markets in the global
arena.
2.2. Economic Analysis
According to Statista (2018), the baby food industry, which is majorly the baby formula
biotechnology industry, has shown a rising trend in terms of demand. However, the
industry is also very competitive globally (Statista, 2018). Considering the market, China
has been the largest market for baby formula, and the United States follows closely. China
realized revenues that slightly exceeded 12 million dollars in 2017 beating the United
States with 5 billion dollars in the baby formula industry revenues only (Statista, 2018). In
2015, the industry made over 53 million in revenues globally and the trend is expected to
go up. It is estimated that the revenues that the industry will realize in 2021 might exceed
the 76 billion mark globally (Statista, 2018). This means that, even as the competition
increases in the market, the market is also growing rapidly. According to the statistics,
about 8% of the United States parents and infants used baby formula in 2017 (Statista,
2018). Since the recovery of the US from the 2008-2009 recessions, Americans are willing
to expand their families again through giving birth to more children (Statista, 2018). This
means that the market for baby formula has been increasing and will continue to increase,
unless an economic depression occurs.
2.3. Social Analysis
If the currents social factors are something to go with, there is a great threat to baby
formula. Most social set ups have a cultural opinion that breast milk is better than baby
formula. Socially, the potential market is divided into several opinions about baby formula.
In the United States, for instance, ethnical opinions can be spotted. African American
women are least likely to breastfeed their children than their white counterparts. This
means that they embrace baby formula more often (DeVane-Johnson, Giscombe, Williams,
Fogel, & Thoyre, 2018). However, with the rising information that breastfeeding can
reduce chances of breast cancer which is higher in African American Women, they have
began embracing breastfeeding at the expense of baby formula. The white American
women are more likely to breastfeed their babies, and they believe that breastfeeding their
infants and toddlers are healthier than baby formula (DeVane-Johnson, Giscombe,
Williams, Fogel, & Thoyre, 2018). Men also have an opinion about baby formula. Men in
America Samoa were interviewed on their opinion about breast milk and baby formula.
They overwhelmingly chose breast milk over baby formula (Hawley, Freeman, Wetle,
Strait, Holmdahl, & McGarvey, 2019). Some of their reasons include the fact that baby
formula is free, and they also seemed to believe that it was healthier and safer for the babies
relative to baby formula (Hawley, Freeman, Wetle, Strait, Holmdahl, & McGarvey, 2019).
2.4. Technological Analysis
According to Lesnierowski, & Stangierski, (2018), the process of manufacturing infant
milk is complex and requires efficient and effective machine and equipment. The process
requires some analytical tools that are supposed to measure each component during and
GOALS, OBJECTIVES, AND COMPETITIVE ANALYSIS
4
after manufacturing to ensure that the milk is up to the required standards. Additionally,
the process of mixing the raw materials that include the cow milk proteins, mineral,
vitamins, and diluents, among other components should also be very accurate. Machinery,
equipment, and procedures are in the rapid process of development, with newer versions
showing more accuracy as an improvement of the older models. In order to ensure that a
factory producing infant milk is successful, there is need to understand the technological
trends that can enhance the process of production (Lesnierowski, & Stangierski, 2018).
According to McFadden, Costa-Ramos, Vrain, McEvoy, & Rowan, (2016), these
technologies are aimed at making the milk resemble breast milk for each stage of
development of the child as much as possible. In Ireland, for, instance, the process of milk
sterilization that is mainly used in baby formula production is electric beams and pulse
light treatment. Pulse light treatment is preferred to electric beams because the product is
safer for the child, but it is not as effective as electric beams (McFadden, Costa-Ramos,
Vrain, McEvoy, & Rowan, 2016). In this regards, there is a dilemma of which technology
is best for the procedure. These dilemmas will continue to increase, but a factory will only
need to chose on what fits their needs best between overlapping technologies. Additionally,
the technology and required upgrades with improvements in the same is costly to investors
in baby milk.
2.5. Ethical Environment Analysis
As aforementioned, ethical consideration is vital in the baby formula production
process and any other biotech products, given the effect these products can have to lives.
Bioethics requires that companies come up with products that can only promote health, not
harm it. In as much as possible, the process of production should only take into
consideration of what is right. This is basically in concurrence with Kants deontological
ethics that requires that the decision to act should not look at the consequences, but should
only consider what is right even before any consequences. It should also not look into the
costs and benefits (Anttila-Hughes, Fernald, Gertler, Krause, & Wydick, 2018). In this
regard, the baby formula industry follow this ethical principle in that the producer cannot
wait to see how the product affects children to decide whether they should continue
producing, make changes or stop producing. The producer should only produce a product
that they know well will not harm any infant or toddler who tries it. This is one reason as
to why all standards should be gauged against healthy natural breast milk without testing
it on human subjects before it is proven to meet all the standards analytically.
2.6. The Legal Environment Analysis
In June 9th 2014, the United States Foods and Drugs Administration (FDA) gave
guidelines on some standards to be adhered to by all US baby formula manufacturing
companies. There are several requirements from the guidelines that a company producing
from the US, including the Ohio location for the company of interest should follow to be
compliant with the legal requirement in the industry. The first standard that the FDA gave
was that the companies should test their baby formula for any disease causing
microorganisms including Cronobacter and Salmonella (Martin, Ling, & Blackburn,
2016). The standards also mandate that the company producing baby formula should prove
that their formula promotes physical growth of the end user who is the infant or toddler.
The FDA also gave a requirement that the baby formula should be tested for its nutritional
GOALS, OBJECTIVES, AND COMPETITIVE ANALYSIS
5
components after production before it is brought into the market, and that similar tests
should be done at the end of the products shelf life (Martin, Ling, & Blackburn, 2016).
The FDA also mentioned that the nutrients in the baby formula should be in concurrence
with the federal nutritional requirements that are subjected to changes (Martin, Ling, &
Blackburn, 2016).
3. SWOT Analysis
APPENDIX 1: SWOT Table for a Baby Formula Venture Positioned in Ohio, USA.
Strengths
Weaknesses
Baby formula market is expanding.
The product is delicate and should
? The US government supports the
be produced with a lot of care.
production and use of baby formula
The cost of technology emerging
? Baby formula has been experiencing
in this arena is expensive.
technological advancements that make it
A good number of nations and
easy to produce.
global players are trying to
? Baby formula is a basic necessity to some
advocate for breast milk over baby
children.
formula.
? Availability of skilled labor and machinery
Expensive labor in the United
made in the United States.
States.
? American markets loyalty to products
made in the US.
Opportunities
Threats
? There has been an increasing global
The biotech and baby formula
market for baby formula and it is
industry is highly regulated and
expected to be so in the near future.
mistakes can cost a whole
? Only few food producers have the
company greatly.
audacity to venture into this delicate
Some
governments
and
product due to high regulations.
jurisdictions might campaign
? New trade regulations favor locally
against baby formula.
produced products over imports, thus
There is a threat of new entrants
can enhance the baby formula produced
especially in the developed
in Ohio over Chinese imports.
economies such as China.
? Availability of experienced and ethical
Cheaper labor for the Chinese
Executives for the Business.
companies.
3.1. Strengths
Even thought there is a political conflict of interest within the potential global
market, the United States, which is the production center (Ohio) for the baby formula,
favors the production and use of baby formula (Jacobs, Jul 8, 2018). This means that the
GOALS, OBJECTIVES, AND COMPETITIVE ANALYSIS
6
company will have lower political conflicts in its production from within. Additionally, the
US market will also embrace the baby formula without political interference. Other
countries also favor similar policies as the US, so the market can be wider than what the
US alone can offer. Additionally, it is clear that the process of producing baby milk has
been experiencing new and advanced technologies that make the process of producing easy
to handle even with lesser labor force or technical power (Lesnierowski, & Stangierski,
2018). Additionally, baby formula is a necessity to many children. This include children
born HIV negative by HIV positive parents, babies whose mothers die during conception,
and babies whose mothers are not in conditions of breastfeeding them. It is also basic in
times when the mothers experience drying up of breast milk (DeVane-Johnson, Giscombe,
Williams, Fogel, & Thoyre, 2018). Additionally, the firm of interest is to be positioned in
Ohio. The United States, Ohio included has a well-educated population that can offer
sufficient skilled labor necessary for running the company and making infant milk. The
country also has great developers of industrial technologies that will be of great use in the
process of milk production, and if these technologies are bought locally they will cost the
Ohio based factory less. Another strength that the Ohio based company will have is the
customer loyalty from Americans who trust products made in the US more than products
made in other global destinations with lesser regulations.
3.2. Weaknesses
The greatest weakness is the much care needed in producing the milk. Unlike other
products such as automobile that can be recalled if they have faults, baby formula cannot
be recalled. This is because baby milk, once opened it cannot be returned to the store.
Additionally, once used, it cannot be removed from the babys system, which means any
damages can take toll before the company resolves it. Extreme caution is, therefore,
necessary in production and testing of baby formula. Secondly, the enhanced technology
that is improving the production process day-in-day-out is costly and might cost the
business a huge sum of money to remain upgraded to the latest technologies (Lesnierowski,
& Stangierski, 2018). Thirdly, there is a political conflict of interest. This is mainly because
the United States advocates for the production and enhancement of baby formulae, but
many other nations (such as Ecuador and Britain) that are part of the United Nations
affiliated World Health Organization (WHO) advocate for breastfeeding over baby formula
(Jacobs, Jul 8, 2018). This is a great weakness because the companys vision shows that it
will get into the global market, which might for this case bring mixed reactions against the
Ohio-based baby formula producers products. Lastly, the United States, unlike China and
developing nations, can only offer expensive labor due to regulations. Even thought the
labor is skilled, it is still too costly for a start-up and may require the start-up to have an
exaggerated starting capital to afford it.
3.3. Opportunities
There has been an increasing global market for baby formula and it is expected to be
so in the near future. According to Statista (2018), the baby food industry, which is majorly
the baby formula biotechnology industry, has shown a rising trend in terms of demand. In
2015, the industry made over 53 million in revenues globally and the trend is expected to
GOALS, OBJECTIVES, AND COMPETITIVE ANALYSIS
7
go up. It is estimated that the revenues that the industry will realize in 2021 might exceed
the 76 billion mark globally (Statista, 2018). This means that, even as the competition
increases in the market, the market is also growing rapidly. Secondly, only few food
producers have the audacity to venture into this delicate product due to high regulations.
The FDA, constitutional and ethical standards threaten many potential entrants, thus
making the market less flooded with baby formula products. Thirdly, New trade regulations
favor locally produced products over imports, thus can enhance the baby formula produced
in Ohio over Chinese imports. The Unites States recently signed a trade agreement with
China. The agreement allows China to import from the United States, but also regulates
through high tariffs the amount of imports that can enter into the United States. This implies
that the trade deal will reduce flooding of Chinese baby formula or will make the few
Chinese baby formula that get their way into the country more costly than locally produced
baby formula (Beaulieu, & Klemen, 2019). Fourth, there were several possible executives
for the CEO position of the company; this implies that there is a sufficient availability of
experienced and ethical Executives for the Business. Bennie Hughes was given the credit
not because he was guaranteed a senior position as part of the purchase agreement but
because he deserves the spot.
3.4. Threats
The first threat is that the biotech and baby formula industry is highly regulated and
mistakes can cost a whole company greatly. The new company must follow FDA standards
so long as it is producing and selling in the United States. The company should test their
baby formula for any disease causing microorganisms including Cronobacter and
Salmonella (Martin, Ling, & Blackburn, 2016). It should also prove that their formula
promotes physical growth of the end user who is the infant or toddler. It should test its baby
formula for its nutritional components after production before it is brought into the market,
and that similar tests should be done at the end of the products shelf life (Martin, Ling, &
Blackburn, 2016). Secondly, Some governments and jurisdictions might campaign against
baby formula. This was initially seen in the United Nations World Health Organization
meeting where Ecuador, Britain and other countries began politicizing the issue, requiring
governments to support strategies of enhancing breastfeeding over baby formula (Jacobs,
Jul 8, 2018). The industry also expects an increased trend of new entrants as baby formula
continues to revolutionize and become more popular as a commercial product. Lastly, the
company will be threatened by entry of Chinese made baby formula because some factors
such as cheaper rent, equipment, and labor in the Chinese baby formula industries allow
the companies to sell their products cheaply.
4. Porters Five Forces Analysis
4.1. Threat of new Entry
As mentioned in the threats section of the SWOT analysis, the industry also expects
an increased trend of new entrants as baby formula continues to revolutionize and become
more popular as a commercial product. The industrial friendliness of Ohio and the support
of the national government towards production of baby formula make it even easier for
new entrants to be producing close to the company of interest. The only thing that lim…
Purchase an
