2-4: Sustainable Competitive Advantage This slide covers the four strategies to
create and deliver value and a
sustainable competitive advantage.
Ask students to think of companies
who they are very loyal to in many
categories (food, electronics, and
personal care)? Is it their product,
location, operational, or customer
excellence that draws the student’s
2-5: Customer Excellence Luthansa airlines retains customers by
offering the best possible service at the
best possible price.
Ask students what this might include
for an airline? For economy they offer
meals, free drinks and fun toiletries and
for the first class customer massages,
manicures and stand-up bars in flight.
2-6: Operational Excellence The text highlights how firms can use
the various elements of the marketing
mix to achieve a competitive
In recent years, firms such as Wal-Mart
have achieved competitive advantage
by utilizing operational excellence.
That is, by controlling price and how
products are delivered to their stores,
they have been able to offer customers
low prices on a wide array of goods.
This is made possible through the use
of efficient operations and excellent
relationships with suppliers.