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Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the ... - page 16 / 21

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Identifying Competitive Advantage

Product differentiation.

Consistency, durability, reliability, reparability.

Services differentiation.

Speed, convenience, careful delivery.

Image differentiation.

Convey benefits and positioning.

People differentiation.

Hiring, training better people than the competition.

Get into Groups of three and select a product you think has market dominance. Discuss the competitive advantage that company holds in the market place. What is it? (be prepared to share with the class).

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