Developing and maintaining a keen awareness of the market will help a firm identify its sources of competitive advantage and disadvantage, and then to build on strengths and minimise its weaknesses. There are many ways to do this and tangible and intangible resources that can be used in the process.
Cash reserves can be used to finance sustained marketing campaigns, innovative development programmes or price
reductions.
Purchasing power and the ability to secure reliable supply at low costs develop competitiveness. Costs, quality, prices and delivery can be improved by building close working relations with preferred suppliers.
People are invariably the decisive factor in achieving success: an organisation can only be as good as the people who work for it. If there is typically a high staff turnover in the industry, the business should be geared to recruiting the best employees. If flexibility and speed of response are valuable (and they usually are), the organisation should be able to anticipate major decisions, making the right choices and implementing them.
Effective leadership is essential; its absence is a source of competitive disadvantage. Product factors inevitably have a significant impact on competitiveness. They include pricing and discounts, distribution channels, marketing methods, brand reputation and appeal, product quality and how the product relates to others (for example, the popularity of film merchandise rests largely on the success of the film).
Market awareness – understanding who the customers are and what they want (and do not want or need) – is also decisive in determining competitiveness. Few markets are clearly defined, and although a business may be open to any potential customer, it is important to know exactly who the core customers are so that their interests can be given priority.
Understanding synergy and its potential is indispensable in the formation of partnerships. Do you know what the synergies are in your partnerships? Try answering the following questions: What is the synergistic benefit to you in your partnership? What is the synergistic benefit to your partner? Have you mutually agreed to help each other achieve these benefits? How will you measure your achievement? How do you tell each other if you’re not getting the benefits of the partnership? What other opportunities are there to partner within the company? With suppliers? With customers? While it’s important to understand the vision behind the partnership and recognize its synergistic opportunities, synergy can be described as an outcome of the second dynamic: conflict resolution. You cannot have synergy unless you know how to manage conflict in a collaborative, win-win manner.