Numerous areas can be identified where FG has a competitive edge over its rivals. These areas would certainly be analyzed using the Madison Avenue Digital Media Services A VIRO framework where the 'worth', 'inimitability', 'rarity' and company' of FG would certainly be evaluated in regards to its contribution towards its one-upmanship. The structure has been shown in appendix 3.
It can be seen that FG is providing a value-added product, which is not just a means of acquiring high margins for business, yet is useful for the customer too. Smoked fish and shellfish items are looked upon as value-added items therefore FG is certainly using value to the market and to the business owner in the form of high conserving potential from fish products. Furthermore, FG's capacity to produce original Oriental passionate smoked fish and shellfish products can be taken into consideration an inimitable skill.
Business has put barriers to entrance for brand-new entrants by encouraging customers to be requiring in terms of requesting for their preferences. Not only has this made the solution unusual, it has raised the price of entrance for specific niche gamers given that FG's diversity and flexibility can not be matched by brand-new participants in the short run. This highlights another point of inimitability.
The fact that the business is not product-orientated but is a market-orientated service which is adaptable enough in its capacity to get used to vibrant market circumstances recommends that its means of arranging services is definitely its one-upmanship. The business is arranged so that it has less dependence on importers as well as trading firms which includes to its affordable edge as a company in a market where smoked fish items have to be imported from other countries.
Along with these factors, FG's long-term connections with its customer that has caused brand name loyalty from their side and the former's continuous reinforcement of quality control to keep this brandloyalty is an extra aspect giving it an one-upmanship.
Based on the Madison Avenue Digital Media Services A VIRO framework, if a company's resources are important however can be copied easily, it may have a temporary affordable benefit. Nevertheless, a sustained competitive advantage would certainly result from sources which are useful, unusual and also expensive to imitate while at the very same time the company has the ability to arrange these for an optimal advantage (Rothaermel, 2013). In FG's case, it can be seen how a continual competitive benefit is feasible through the company's flexibility, market-orientated strategy, received long-termrelationships and ingenious abilities of the entrepreneur. These factors have already been reviewed in the Madison Avenue Digital Media Services A SWOT analysis as inner toughness.
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