demographics. When weighing the pros and cons, I find it strange for a company to use one forecasting tool without the other. Benchmarking will help Zap better understand the strategies of competitors. Then they can take the information gathered here and use it in trying to study market demographics for their own industry. Also, I would recommend Zap use the skimming strategy. They don't want to make mistakes that might jeopardize their current superiority. If they were to go with a market penetration