The concept here is to make a mark in a market with the strategic supply method by building relationships. The differentiation is maintain by interrelated and dependant elements. This company produces the highest quality, long lasting equipment. For the marketing purpose they also have taken photos of real plumbers using Ridge Tools and they are displayed at airports. The manufacturing is done in-house. 35 % of business is outside the USA. In the marketplace the company differentiates itself by sheet amount of product they are producing. 300 different types of tools are produced. Each tool has a large number of components parts about 200,000.