COMPETENCIES AND DIFFERENTIATION

When we refer to competition, we not only do we focus on the other companies that may be dedicated to the same thing as us or even offer products or services similar or related to ours, but we also visualise the idea that our company wants to solve problems in society.

It is essentially important to identify our competition, either directly or indirectly. If we work in a broad market, we will have the possibility of attracting new clients.

Direct competitors are considered to be those who are in the same sector and indirect competitors are considered to be those who are in the same sector but with other types of customers.

Differentiation: Why will they buy our products and not those of the competition?

There are many ways of differentiation: service, quality, design, distribution, branding, customisation, updating, payment methods, associated services, utility, price, performance, etc.

Organisation of the information collected from our competitors:

In a digital operating system, we will create individual folders for each competing company. This information we collect, we will study and analyse it with an excel table, from each relevant aspect of the competition, comparing it with our product, we will mark an interval from 1 to 10, which will represent in which aspects they are worse or better than us. In this way, the whole team will be able to review it.

We will use strategies to differentiate ourselves and we will do so through:

• Branding or Brand Management: Defining the corporate identity. Its objective is to create connections with the public in order to influence their purchasing decisions.

• Value

• Communication

• Quality customer service.

• Environmental stance

• Corporate Social Responsibility: Customers value companies that are respectful.

• Packaging

• Transparency and Simplicity

• Loyalty

• Motivation

We will also carry out a SWOT analysis where we will identify our

Weaknesses, Threats, Strengths and Opportunities.