Module 01 Discussion – Competitive Advantage
You have focused on the importance of understanding the competitive environment. You have also examined the link between competitive advantage and marketing strategies. Interestingly, a company may have a competitive advantage in its home country that may not carryover to other countries when the brand is launched globally. The converse is also true. Some companies may establish a competitive advantage in other countries that it does not realize in its home country. An example of this is KFC. In the United States, there are a number of fast food chains that rank higher in sales than KFC. However, KFC leads the Chinese fast food market. In this discussion, you will examine differences in a company’s competitive advantage in one country versus another and how those differences impact marketing strategies.
For your initial post, do the following:
- Conduct research and identify an example of a company that has a competitive advantage in one country that it does not have in another country.
- Discuss the nature of the company’s competitive advantage in each country. What makes the company and its offerings unique and distinctive in each country?
- How do the company’s marketing strategies in each country reflect the differences in the company’s competitive advantage in one country versus the other? Provide specific examples.
- Please be sure to cite your sources.
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