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).
