Here we outline how marketing can prolong the duration of an existing Competitive Advantage (CA). Protecting the superior profits from competitor entry.
Framework looks at why marketing’s purpose is to prolong a Competitive Advantage (CA).
Therefore the company’s CA or Strength is emphasised at each part of a standard marketing plan:
– Market and CA audit
– Marketing objectives that match the CA to the market for financial results.
– Where we compete: Marketing’s targeting to focus resources to achieve the objectives.
– How we compete: Marketing’s differentiation and Marketing mix that best fits the target.