Competitive Advantage (2024)

The ability of a company to outperform its competitors

Written byKyle Peterdy

Published July 15, 2020

Updated May 19, 2023

What is Competitive Advantage?

Competitive advantage refers to the ways that a company can produce goods or deliver services better than its competitors. It allows a company to achieve superior margins and generate value for the company and its shareholders.

A competitive advantage is something that cannot be easily replicated and is exclusive to a company or business. This value is created internally and is what sets the business apart from its competition.

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Key Highlights

  • A competitive advantage is what sets a company apart from its competitors, in the eyes of its consumers.
  • These advantages allow a company to achieve and maintain superior margins, a better growth profile, or greater loyalty among current customers.
  • A competitive advantage is often referred to as a “protective moat.”
  • Strong and repeatable competitive advantages can create sustained success for a business and attract capital more readily and cheaply.

What are Some Examples of Competitive Advantage?

Competitive advantages come in many shapes and sizes. They include, but are not limited to, some of the following:

Components of Competitive Advantage

For a competitive advantage to be established, it is important to know the following:

  1. Value proposition:A company must clearly identify the features or services that make it attractive to customers. It must offer real value in order to generate interest.
  2. Target market:A company must establish its target market to further engrain best practices that will maintain competitiveness.
  3. Competitors:A company must define competitors in the marketplace, and research the value they offer; this includes both traditional as well as non-traditional, emerging competition.

To build a competitive advantage, a company must be able to identify its value proposition that will be sought after by the target market, which cannot be replicated by competitors.

Building a Competitive Advantage

Michael Porter, the famous Harvard Business School professor, identified three strategies for establishing a competitive advantage: cost leadership, differentiation, and focus (which includes both cost focus and differentiation focus)[1].

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1. Cost leadership

The goal of a cost leadership strategy is to become the lowest cost manufacturer or provider of a good or service. This is achieved by producing goods that are of standard quality for consumers, at a price that is lower and more competitive than other comparable product(s).

Firms employing this strategy will combine low profit margins per unit with large sales volumes to maximize profit. Companies will seek the best alternatives in manufacturing a good or offering a service and advertise this value proposition to make it impossible for competitors to replicate.

2. Differentiation

A differentiation strategy is one that involves developing unique goods or services that are significantly different from competitors. Companies that employ this strategy must consistently invest in R&D to maintain or improve the key product or service features.

By offering a unique product with a totally unique value proposition, businesses can often convince consumers to pay a higher price which results in higher margins.

3. Focus

A focus strategy uses an approach to identifying the needs of a niche market and then developing products to align to the specific need area. The focus strategy has two variants:

  • Cost focus: Lowest-cost producer in a concentrated market segment
  • Differentiation focus: Customized or specific value-add products in a narrow-targeted market segment

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Competitive Advantage in the Marketplace

Three notable examples are:

  1. Walmart: Walmart excels in a cost leadership strategy. The company offers “Always Low Prices” through economies of scale and the best available prices of a good.
  2. Apple: Apple uses a differentiation strategy to appeal to its consumer base. It provides iconic designs, innovative technologies, and, therefore, highly sought-after products; this ensures that consumers are willing to pay a premium for Apple devices.
  3. Whole Foods Market: Whole Foods Market’s advantage relies on a differentiation focus strategy. The company is a leader in the premium grocery market and charges more premium prices because its products are unique. This is appealing to a niche market with higher disposable income.

What is the Importance of Competitive Advantage?

A competitive advantage is what sets a business apart from its competitors. It is essential in order for a business to succeed, whether it’s by ensuring higher margins, attracting more customers, or achieving greater brand loyalty among existing customers.

Higher margins, a better growth profile, and lower customer churn tend to also be very popular among both investors and creditors — making capital more readily available (and cheaper) for firms that are able to maintain a strong competitive advantage among their peers.

Video Explanation of Competitive Advantage

Watch this short video to quickly understand the main concepts covered in this guide, including the definition of competitive advantage and how companies create it using various business strategies.

Additional Resources

Absolute Advantage

PESTEL Analysis

Monopoly

See all management & strategy resources

Competitive Advantage (2024)

FAQs

Competitive Advantage? ›

Competitive advantage refers to factors that allow a company to produce goods or services better or more cheaply than its rivals. These factors allow the productive entity to generate more sales or superior margins compared to its market rivals.

What is a competitive advantage meaning? ›

Competitive advantage is the favorable position an organization seeks in order to be more profitable than its rivals.

What are the 4 competitive advantages? ›

The four primary methods of gaining a competitive advantage are cost leadership, differentiation, defensive strategies and strategic alliances.

What are the 5 types of competitive advantage? ›

Five types of competitive advantage
  • Cost-based advantage. This is the most obvious way of achieving competitive advantage. ...
  • Advantage from a differentiated product or service. ...
  • First mover advantage. ...
  • Time-based advantage. ...
  • Technology-based advantage.

What are the 3 types of competitive advantage? ›

The three main types of competitive advantages are differentiation, cost advantages, and focus advantages.

What is an example of competitive advantage example? ›

Some common examples of competitive advantage include: The team. Unique access to technology or production methods. A product that no-one else can offer (protected by IP law or patents, etc.)

What is competitive advantage and why is it important? ›

A competitive advantage enables a company to perform better than its competitors. It refers to factors allowing a company to produce services or goods better or for less expense than the competition, which may generate more sales or higher profit margins.

How do you determine competitive advantage? ›

A competitive advantage must allow a company to distinguish itself from others in its field of business, but it must also be difficult to replicate quickly. That's what will give the company a head start. A competitor needs to invest a lot of time and money to get things done the same way.

How do you build competitive advantage? ›

Gaining a competitive advantage
  1. become the low-cost supplier.
  2. develop differentiated, innovative products and services.
  3. target a niche: geography, industry, product/service.
  4. employ differentiated business methods and approaches.
Aug 30, 2022

What is strongest competitive advantage? ›

The strongest competitive advantage is a strategy that that cannot be imitated by other companies. Competitive advantage can be also viewed as any activity that creates superior value above its rivals. A company wants the gap between perceived value and cost of the product to be greater than the competition.

What are the 7 powers of competitive advantage? ›

Basically it is resumed in 7 powers including: scale economics, switching costs, cornered resource, counter positioning, branding, network effects, and process. I agree that this is one of the most important concepts. Another very good book about this is “Competition Demystified”.

What are the six 6 factors of competitive advantage? ›

Competitive advantages are attributed to a variety of factors including cost structure, branding, the quality of product offerings, the distribution network, intellectual property, and customer service.

What is Starbucks competitive advantage? ›

Starbucks has maintained its popularity through time by being flexible. It has been open to adapting to changing consumer tastes and preferences. Its flexibility is also a part of the reason that allowed it to succeed in the tough and primarily tea-drinking market of China.

What is an example of a business that has a competitive advantage? ›

Competitive Advantage in the Marketplace

Three notable examples are: Walmart: Walmart excels in a cost leadership strategy. The company offers “Always Low Prices” through economies of scale and the best available prices of a good. Apple: Apple uses a differentiation strategy to appeal to its consumer base.

Does Chick Fil A have a competitive advantage? ›

Chick-Fil-A's business model to provide high-quality products with exceptional service at a premium price is greatly complemented by its operations. It has built a strong competitive advantage not only by creating a superior product, but also by superior customer service.

How does competitive advantage lead to success? ›

Competitive advantage is the ability of a firm to produce Goods or Services of better value or better prices than its competitors. Customers are therefore attracted to such a firm, which then enjoys higher sales, profits and longevity.

What is the most important source of competitive advantage? ›

1. Product Attribute Differentiation. One way to gain an advantage over competitors is by differentiating your product from theirs. Ask yourself: What makes my offering unique?

What is competitive advantage in the workplace? ›

What is a competitive advantage? A competitive advantage is the ability to stay ahead of your present or potential competition. People typically gain a competitive advantage by evaluating the strengths and weaknesses of their competitors and seeing how you could improve your own performance to obtain an advantage.

What is competitive advantage SWOT analysis? ›

To define your competitive advantage, you need to use your SWOT analysis to identify your distinctive strengths and opportunities that match your customers' needs and expectations. You also need to consider your weaknesses and threats that could undermine your advantage and how to overcome or minimize them.

What are the 4 competitive strategies? ›

Here are four types of competitive strategy and an example for each:
  • Cost leadership strategy. ...
  • Differentiation leadership strategy. ...
  • Cost focus strategy. ...
  • Differentiation focus strategy.
Mar 10, 2023

What are the 6 C's of strategy? ›

The six Cs of strategy include: concept, competition, connectedness, continuity, conviction, and the capacity to change. These are elements of the broad process of thinking about how a business develops its strategic depth and capacity.

What are the 8 sources of sustainable competitive advantage? ›

There are eight main sources of sustainable competitive advantage, including Brand Loyalty, Location, Scale, Intellectual Property, Innovation, Proprietary Information, Network Effects, and Lock-up Supply.

How do you identify competitive advantage? ›

A competitive advantage must allow a company to distinguish itself from others in its field of business, but it must also be difficult to replicate quickly. That's what will give the company a head start. A competitor needs to invest a lot of time and money to get things done the same way.

What is Apple's competitive advantage? ›

In conclusion, Apple's competitive advantage is derived from the company's capacity to provide customers with products that are both innovative and of a high quality, as well as from the company's strong brand recognition.

What is competitive advantage and how can it be measured? ›

For example, if we have two firms, A and B, A has a competitive advantage over B if the economic value created by A exceeds the economic value created by B. The magnitude of A's competitive advantage is given by the difference between the economic value created by each firm.

What is the best measure of competitive advantage? ›

Here are key metrics and indicators that help measure competitive advantage: Market Share Profit Margin Return on Investment (ROI) Customer Satisfaction Brand Equity Innovation Cost Leadership Product Quality Distribution Network Employee Productivity Net Promoter Score (NPS) Market Growth Rate Time to Market Remember ...

How can a business gain competitive advantage? ›

Cost reduction is one strategy that businesses can pursue to gain a competitive advantage, or to add to their advantage. Most markets have price-sensitive consumers, and being able to offer your product or service at a lower price is a certain way to create value for your customers.

What is Amazon's competitive advantage? ›

The main element of competitive advantage of Amazon is that it provides a great customer service experience, such as easy to operate, fast online order, smooth checkout, and stress-free returns. These factors made Amazon unique and have a competitive difference among all other competitors.

What is the competitive advantage of Walmart? ›

Walmart ensures that not only the customer gets the goods in low prices but also the best customer services. Some of its policies like 90-day return policy without receipts, using digital tools to ease the shopping process are the manifestation of this promise.

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