A small apparel specialty store selling men’s and women’s fashions in business for fifteen years in a strip shopping area faces strong competition from a national department store entering the store’s local market. They sell many categories of clothing and have a target market of professional men and women in the middle to slightly above average income range and who are fashion conscious. The store gives good customer service and their customers are loyal. Business has been good, but repositioning the business may be inevitable to survive. The department store will have broader and deeper selections of similar merchandise and services that the small specialty store cannot match. The owner fears the store cannot withstand this strong competition; however, a proactive course of action is needed and steps must be taken to ensure continued success.