Competitive advantage in business

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How to find your competitive advantage in business and become outstanding

Referent

Daniel Matter

BPN Georgia Executive Director, Trainer, Coach, Business Consultant

Daniel Matter Since 2017, he has been the Chief Operating Officer of BPN Georgia. He has 15 years of management experience in various complex development projects in 12 countries around the world. He has held management positions in the fields of organizational development, competency building, sponsoring, intellectual capital management, quality assurance, and socio-economic and environmental issues.

6 hours

Form & Goals

Format : The seminar has an interactive format, is filled with discussions and a lot of photo and video materials.

Format

Competition is relentless. The modern consumer is particularly demanding and does not want to buy a product without a compelling reason. In his eyes, all manufacturers offer the same thing, so identifying a convincing competitive advantage (USP-Unique Selling Proposition), the same distinguishing feature, is one of the most important and difficult tasks for a company. At the seminar, with practical examples and sharing the experiences of leading companies, we will show you: How it is possible to identify your company's competitive advantage and position it in the market How to convince the consumer of the benefits of your product. A list of 100 specific ideas What strategies do leading companies use to define their distinguishing feature

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Attendance is available for those interested in this topic.

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Introduction

What is competitive advantage?
How can a company gain competitive advantage?

What is your target segment looking for?

How to meet or exceed the expectations of your target segment
How to see your business and products from the customer's perspective. What is the definition of an ideal customer (Buyer Persona). How to give flesh to your customers' desires with the help of a mood board (Moodboard)
The Principle of Genchi Genbutsu: How to Create an Impression by Directly Observing Your Customers' Needs (Toyota Production System, Lean Management)
How to stand out from the crowd with an individual offer. The example of the German online organic store Mymuesli
What additional services can you offer to delight the customer?
How to create a competitive advantage accompanied by pleasant emotions. The example of the online apartment rental platform Airbnb
Exclusive raw materials are already a distinguishing feature. The example of the Swiss bag manufacturer Freitag
From gardening to an oasis of urban relaxation and pleasant experiences. The example of Gardenia Shevardnadze
Getting all the services for your car in one place. The example of Tegeta Motors

What makes your company particularly strong?

Focus and clear concentration on strengths. The example of the Swiss company Zbären, a manufacturer of kitchen furniture
Identifying your strengths with the help of customer feedback
How to stand out from your competitors when you don't have any objective strengths. The example of the Swiss cheese company Appenzeller
How can historical, geographical and social context become your strength and distinctive feature?

What are your competitors better at?

Identifying relevant competitors for your company by spatially and qualitatively segmenting the market
Identifying direct and indirect competition
Identifying competitive factors relevant to the customer
Analysis of competitors' strengths and weaknesses