Understanding The Organisational Landscape

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

~ Charles Darwin

A Competitive Advantage - The Why?

Becoming a cut above the rest.

What is a differentiated strategy, how do you undertake an effective competitor analysis and what is the best method of delivering a perfect pitch?

Understanding the context in which your organisation operates compared to its competitors is essential. Our courses will help you to understand product differentiation, through analysing your customers, getting an in-depth perspective into your customer base and applying innovation and creativity to product development.

Niche and direct marketing will help you attract new customers and will help you successfully grow your business. Successful ventures need skills that span the four business pillars embedded in their organisation. A competitive advantage is a key element that gives you an edge beyond what the competition has or does.


  • Understanding the Business Environment
    • Understanding the Customer
      • Understanding the External Environment
        • Competitor Analysis
          • Managing the Potential Customer
            • Delivering an Effective Marketing Campaign
              • Harnessing the Competitor Advantage
                • Delivering the Perfect Pitch
                  • Understanding Business Intelligence
                    • Creating a Differentiating Strategy

The Top 10 Reasons Businesses Succeed (By Jan B King)

1. The experience and skills of the top managers. Over half of business failures are directly related to managerial incompetence.

2. The energy, persistence and resourcefulness (the will to make the business succeed) of the top managers. Many business owners have failed or come close several times before their “instant” success. Don’t give up.

3. A product that is at least a cut above the competition and service that doesn’t get in the way of people buying. There must be a compelling reason to buy; the product is great, the people love to provide service, and the buying experience is easy and fun.

4. The ability to create a “buzz” around the product with aggressive and strategic marketing. Make scarce marketing resources count. Do as much homework about your customers and their choices as you can before investing your marketing dollars.

5. Deal-making skills to sell the product at the highest possible price given your market. It comes down to your customers’ perception of the value of your product and sometimes the power of your personality.

6. The ability to keep developing new products to retain and build a customer base. Consider gradual product development based on improvements to the current product line and sold to the current customer base.

7. Deal-making skills to work with resource suppliers to keep costs low. Keeping costs lower than competitors’ and continuing to look for cost reductions even when the business is profitable is key.

8. The maturity to treat employees, suppliers and partners fairly and respectfully. Trust and respect result in productivity increases in ways that may be difficult to see and quantify.

9. Superior location and/or promotion creating a connection between your product and where it can be obtained. Studies have shown it can take seeing your product or name seven times before a customer is ready to buy.

10. A steady source of business during both good economic times and downturns. Over the long term, develop a product mix that will include winners during good economic times and other winners when times are tough.

Jan B. King is the former President & CEO of Merritt Publishing