Competitive advantage

COMPETITIVE ADVANTAGE

Determine scope for establishing a competitive advantage

Is there a competitive strategy available that offers the company a sustainable advantage? Example:

Cost leadership strategy

Product differentiation strategy

A focused strategy

Compare this to the company's current marketing and manufacturing (or distribution) strategy.

Who are the competitors, and what segments of the market do they serve?

Does the company have product, process, or distribution strengths that can be exploited to its advantage?

What will the competitors' reactions be to any shift in the company's strategy?

Does the company coordinate the product strategy with the marketing strategy?

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