The company should try is to create a sustainable competitive advantage (SCA) in the market which it competes. An SCA is a perceived difference that leads customers to prefer one offering to another. Why do people prefer Coca-Cola to Pepsi?
The difference may be based on a superior product such as Nokia or a better service support such as Toyota or lower price such as Game.
When you can create an SCA , it creates a higher market share and develops a barrier for entry for new competitors and ability to defend attacks from existing ones.
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