SUSTAINING A COMPETITIVE ADVANTAGE brought to you by our Sponsor Canva

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Sounds very obvious however as business competition intensifies and markets are disrupted by many newcomers and technology plays there is an increasing need for businesses to revisit their market propositions, their market identity, their target customers more often to ensure they stay relevant and have a marketed point of difference amongst their competitors – failure to do so will only lead them further towards commoditisation and being price-driven.In essence, the key strategy we are promoting here is to continually challenge your existing branding, market position and identity in the market.