Sigma is known for its multinational clientele (Ferrell & Hartline, 2014, p. 461). The area targeted by Sigma's marketing was very limited in that it only covered a radius of about 30 miles around the town of Streator and had a number of major manufacturing plants that were potential users of substantial amounts of printing (Ferrell & Hartline, 2014). Sigma provided quality and service despite the unique and limited nature of the company. Signa will need to use innovative techniques and skills to exploit areas that its competitors have not discussed or thought of. Additionally, they must ensure that they are using products in development that could potentially differentiate them and give them the strategic competitiveness necessary for their specialization. That’s why they used new marketing avenues to gain more business. Sigma knew it was essential to be strategic and find new avenues that could better help its customers and promote additional sales and desired products to its customers. Additionally, they needed to implement new equipment that would further help increase their productivity and provide overall high-quality services. Sigma has made every effort to promote its products to customers by sending high quality samples free of charge. Sigma sold its production side of the business in order to focus entirely on marketing to help increase production to better meet its customers' needs for calendar products. Sigma felt that it was better served in terms of marketing than production, which helped the company grow and build a better product as a result, because it simply focused on the areas in which it excelled . In addition, Sigma has expanded its offering and personalized items. They followed up with their customers to ensure the company met their needs. Sigma has focused its efforts on meeting five customer needs: flexibility, producing a quality product consistent with the customer's image and marketing objectives, personalized service and attention from start to finish, fair pricing and timely execution and effective (Ferrell & Hartline, 2014). ,p.