Within any company, to be able to subsist and enter the market, with profitability indices, it is necessary to seek the competitive advantages that it has and enhance them.
Although it is sometimes difficult, according to which markets, to establish what our competitive advantages are, the truth is that if they are not visible to the naked eye, it will be necessary to create them. A competitive advantage cannot exist in itself, so the company must make a great effort to discover them, enhance them and offer them to the market. This is achieved by doing an in-depth analysis of the competition and especially of the company's own scale of values, and the perception that our market or niche has for us.
A competitive advantage is a characteristic that differentiates a product, service or company from its competitors, so for this characteristic to be called an advantage, it must be unique, differential, strategically valued by the market and, above all, communicated.
Strengthening and spreading a competitive advantage is not an easy task. To start we have to situate ourselves both in the reality of the company and in the reality of the market, and bear in mind, what we can contribute differently from our product or service, as well as see the viability of this contribution, but above all, Know where in our company it will be located, and enhance it.
A competitive advantage is not only a tangible characteristic in a product or perceivable in a service, but it can also be developed with a product that is the same or similar to that of the competition, but presented in a different way, possibly exalting its distribution channels or its price..
A brand can also mean a competitive advantage over the competition, because it is a value that the market perceives and creates confidence. That is why on many occasions some new products or services, which are not exactly as innovative or different, when coming with the seal of a brand, already have or benefit from the competitive advantage in themselves.
There are within the companies, infinite examples of competitive advantages that are applicable in some products or services, such as having a patent, the brand value, having exclusive distribution channels, having an R + D + I department, having processes of high quality production, and so I could mention many more.
Finding the Competitive Advantage or advantages is a task that the same company must "discover", since the existence of markets today so changing, with frequent innovations, means that companies must work every day to create these advantages. competitive, in maintaining them, in exploiting them, and in looking more emphatically for those characteristics that make us different from the rest of the competition, and above all, in fighting for those characteristics to be perceived and valued by our current and potential market, maintaining them the as long as possible in the minds of customers or consumers.
