Sigma is known for its multinational customer base (Ferrell & Hartline, 2014, p. 461). Sigma's marketing target area was very limited as the area served only covered a radius of approximately 30 miles around the town of Streator and had a number of major manufacturing facilities that were potential users of significant quantities of press (Ferrell & Hartline, 2014). Sigma provided quality and service despite the company's limited uniqueness. Signa will have to use innovative techniques and skills to exploit areas that the competition has not evoked or thought about. Furthermore, they must ensure that they are using developing products that could potentially differentiate them and provide them with the strategic competitiveness needed to specialize. Therefore, they used new marketing avenues to get more business. Sigma knew it was essential to be strategic and find new ways to better service its customers and drive additional sales and desired products for 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 the manufacturing portion of the company to focus fully and strictly on marketing to help increase production and better meet its customers' needs in calendar products. Sigma felt they served better in marketing capacity than manufacturing and this helped the company grow and build a better product as an end result because they simply focused on the areas in which they excelled. Furthermore, Sigma has expanded its offering and customized the items. They provided follow-ups to their customers as a means of ensuring that the company was meeting their needs. Sigma has focused its efforts on meeting the 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 fulfillment and efficient (Ferrell & Hartline, 2014, P.