Micron has well-established core values that are written out throughout the company. Such values are: integrity, performance, leadership, agility, and efficiency. The company is aware of its main competitor, Samsung, and at the same time, the company is conscious of its importance in the electronics market as the only memory manufacturer in the US. We realized that the information gathered through secondary research was helpful and accurate, but only through primary research were we able to understand how the company separates itself from its competition, and how it markets its products.