Gaining an added competitive advantage via applying your company’s marketing as grand competence

Imagine a company that sold a dream, a dream that could change the market as we know it and a dream that could possibly reach 48% market share. Further imagine the possibilities with such a product in a super competitive market and its closest competitor having 20% of the market share. A scenario like that could mean total market domination if you asked me!!!

What goes into reaching that???? Well here we go, many companies get that in order to sell a product, one should be able to create a need for the that particular product. Meaning they should be able to make clients want to buy what they are selling. Sounds simple enough, don’t you think? To tell the truth it takes a lot to get to that point, a point where everything just falls into place, a place where it’s not just about a particular product but the whole experience of buying and the relationship that forms after that. Most refer to it as being thee competitive advantage over all !!!

By everything falling to place I’m referring to getting to a place whereby a company reaches grand competence. Grand competence being a point where a company firstly develops unique internal competencies, meaning the company should be able to sell the dream to the staff, so that they believe in the products or services they are selling. Secondly focusing on customer needs and the market conditions, meaning knowing what they need and how the company can capitalize on that. However to reach marketplace competence advantage is extremely important to incorporate both inside-out and outside-in marketing perspective, as an aid to reach short term reactions to customers needs within long-term internal organizational competencies.

Meaning companies should work on captivating the customer’s desires in the short term to secure the final and possible repeat purchase in the long run. Therefore to reach this, the company should be able to identify the needs and wants of a customer by means of being able to relate or communicate the company’s brand image and product value. This should be done in such a way to prompt a favourable reaction from the targeted customer.

Here are a few key points that could lead to reaching marketing grand competence:

• Believing in the product themselves , as it could have an impact on sales- customers need a sales person to know what they are talking about in a sense that they feel like the sales person understands them and this product will make their lives easier • Having a customer engagement strategy- whereby the company won’t just shout and scream at the top of their lungs what their product can do etc. with its campaigns and all. But to engage the targeted customers in such a way that they get to voice out what they like e.g. the 440ml can is better than the 330ml. • Being able to influence the marketing – meaning the company should be able to do this by means of finding really interesting, timely and super useful content. Since customers these day come to sales people with their minds already made up about what they want etc. • Marketing Automation- refers to the ability to nature leads and the ability to head initiatives such as customer relationship management.

Therefore marketing as a grand competence facilitates organizational learning by focusing all organisational efforts on improving not only the customer knowledge, competitive strategy and markets value propositions. Hence it implies that marketing is a science that goes beyond just connecting a company to a particular market, it’s about reaching a point that sets your company apart from the rest hence making it possible to gain an added competitive advantage.