How Market Focus Help Businesses Create Competitive Advantage

Competitive Advantage
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Introduction
The goal of every organization that is in business is to have a competitive advantage always. For this reason, every organization has to have a marketing strategy that has to achieve a sustainable competitive advantage over its competitors in a market. A competitive advantage is an advantage that an organization has over competitors, and that is gained by offering customers a better value. This can be achieved by lowering prices or providing better benefits and services that validate higher prices. Focus strategy is used by an organization in the identification of market segments where the organization can efficiently compete. This strategy matches market uniqueness with the organization's competitive advantages to deciding on markets where a focus the organization's resources are likely to result in desired sales profits. An organization may choose to have a market focus or a customer focus. Both strategies have advantages and disadvantages but are sure to bring profits to the organization, and there are risks that come with each of them.
Market focus is a strategy that gives an organization the ability to concentrate on a narrower and a defined market. The narrow focus of the market can be defined geographically, defined by products features, target customers or a combination of all these. Market focus allows an organization to understand the market dynamics and the customers. An organization gets to establish great personal relationships with customers hence understanding their needs and any special consideration they would want to be considered (McQuarrie, 2014). This differentiates the organization from competitors and makes the organization more valuable to the target customer. Through understanding market dynamics and customer needs, an organization gains a competitive advantage over competitors since its customers will...