Appalachian Community Federal Credit Union is a financial institution headquartered in Kingsport, Tennessee. It offers a range of services including banking, loans, and financial planning. The target audience includes residents, workers, students, and members of specific organizations in parts of Tennessee, Virginia, and Kentucky. Their unique selling proposition is community-focused banking with personalized service, catering to local needs. However, some customers have reported issues with transaction processing and customer service, which may impact their competitive edge in the market[1].