Does Your Marketing Have a Competitive Edge?

Does Your Marketing Have a Competitive Edge?

Some authorities and textbooks refer to ‘Sustainable Competitive Advantage’, but I don’t imagine in this really dynamic world-wide-web-affected marketplace that any competitive edge is really sustainable about a period of time, apart from for a few corporate exceptions this kind of as McDonalds. Nevertheless, we do have to have to have a competitive edge in our chosen marketplaces. Remaining competitive puts you in the race in the initially put, but the edge will help you acquire.

Possessing a competitive edge can also be referred to as a stage of differentiation. When acquiring a differentiation strategy, an organisation will aim to produce qualities of sure things of its business, which are of value to its concentrate on customers. These will differ in between industries, for case in point, in the early days of cellular networks, availability (or coverage) was vital, which gave Telstra a considerable competitive edge. In some retail environments, product variety may be the differentiator for merchants which carry the broadest or most in depth selection of goods.

Broadly talking, details of difference or competitive edge can be formulated in various groups:


services (quality, functions, promptness, courteous, comfort, velocity, supply, etc.)

price (top quality, price cut, volume, sliding scale, payment conditions, etcetera.)

innovation (this is critical to product and assistance attributes staying in advance of the pack. Devoid of innovation, a company’s solutions will only be in a position to manage any competitive edge for a presented period of time, right before innovation creates new characteristics and positive aspects and new points of differentiation)

– power of associations

Underpinning these wide attributes, in most organisations, are powerful systems and procedures (this kind of as the McDonalds case in point). The improved organised the company, the additional nimble it will be in obtaining lower expense creation, higher high quality solutions, responding to competitive pressures, to consumer prerequisites, and to making and applying innovation.

What type of properties or approaches can aid produce this competitive edge? Don’t forget, a competitive edge can be serious or perceived. In purchase to ascertain how to create the ideal competitive edge for your business, you want to evaluate the external and internal dynamic of the market place in which you run.

Your competitive tactics will need to have to be primarily based on a audio, and realistic, grasp of the adhering to:

  1. have an understanding of your buyers – have an personal understanding of how you can provide value to them
  2. have an understanding of your competitors and what their activity-engage in is and how they do/would produce value to the shoppers
  3. determine gaps and possibilities in the industry for introducing value
  4. comprehend your have strengths & weaknesses, and main competencies – know what you can and can not supply (under promise and over-supply, not the other way all over!)
  5. have an understanding of your critical success elements

Work via these 5 key evaluation areas, then appear at the broad types of differentiation outlined previously mentioned, to develop the ideal competitive strategy for your product/services or business.

Be straightforward, be daring, be dedicated to the sport!

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And, though you are active doing work harder, but not smarter, quite a few CEOs are entirely FEDUP of your deficiency of creativity and collaboration competencies.

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