Discuss the nature, distinctiveness and relevance of the organisation’s competitive advantage relative to its direct competitors.
For a service organisation of your choice, critically discuss the extent and nature of its competitive advantage, how this has been created and how sustainable it is likely to be in the long-term.
In addressing this task you should discuss:
i. The nature, distinctiveness and relevance of the organisation’s competitive advantage relative to its direct competitors. You should discuss this with reference to concepts such as differentiation, value propositions, and the needs, value-requirements and perceptions of consumers. You might consider whether, and how, the organisation meets the needs of target consumers, and/or enables consumers to create certain types of value (that are important to them), better than its direct competitors.
ii. How the organisation has created this competitive advantage via its strategic marketing decisions and actions. Here you should explicitly consider three aspects; 1) Innovation and differentiation in aspects of the marketing mix (7Ps); 2) Branding (especially brand identify and brand image); and 3) Relationship marketing
iii. How sustainable this competitive advantage is likely to be in the future. Here, you might wish to discuss the changing marketing environment (at the macro- and micro -level), new and emerging competition, changing consumer needs, beliefs, etc. to consider the ongoing relevance and value of the organisation’s bases of differentiation. You should also consider how sustainable the competitive advantage is likely to be depending on how it has been created (i.e. via innovation in the marketing mix, branding or relationship-building).
IMPORTANT: You MUST NOT base assignment 2 on an organisation that was used as a working case-study during the delivery week workshops.
Assessment criteria: You will be assessed on theoretical knowledge and understanding, application of theory to/in the specified context, critical thinking and argument, independent research and reading, structure, presentation and clarity of communication.
Word Count: Max 1000 Words (everything is included in the word count, except title page, contents and reference list; appendices are not permitted and will not be marked)
Font Size: 12 point
Spacing: Single line
References: Harvard Style
To be submitted via MyAberdeen.
The nature of an organization’s competitive advantage can vary depending on the industry, the market, and the specific product or service being offered. For example, a technology company may have a competitive advantage based on its ability to innovate and develop new products,
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The distinctiveness of an organization’s competitive advantage refers to how unique it is compared to its competitors. If an organization’s competitive advantage is easily replicated by its competitors, then it may not be a sustainable advantage. On the other hand, if the competitive advantage is difficult to replicate, it can provide a sustained advantage over time.
The relevance of an organization’s competitive advantage is crucial in determining its success in the market. If an organization’s competitive advantage is not relevant to the market or does not meet the needs of its customers, it may not provide any benefit. For example, if a fast-food chain has a competitive advantage in cost but its food quality is low, it may not attract customers who value quality over price.
In conclusion, an organization’s competitive advantage is a crucial factor in determining its success in the market. The nature, distinctiveness, and relevance of the competitive advantage are all important in ensuring that the organization is able to outperform its direct competitors and achieve sustained success.