A company is experiencing a 15% decline in sales for its flagship product. The marketing team attributes this to low brand awareness and proposes a major advertising campaign. The sales team reports losing deals to a lower-priced competitor and requests a price cut. The R&D department suggests the product is outdated and needs new features. What is the most critical first step the leadership team should take to strategically identify the problem?
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A
Authorize the R&D team to begin developing new features to stay competitive.
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B
Conduct market research to understand why customers are no longer buying the product.
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C
Implement a temporary price reduction to immediately address the competitor's advantage.
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D
Approve the advertising campaign to quickly boost visibility and brand recall.