Competitive Advantage

Maintaining a unique competitive advantage is import. Competitive position is a marketing objective. A strong corporate image creates a major competitive advantage in the business-to-business marketplace. Identifying a product with a cultural symbol is difficult but, if done successfully, can become a strong competitive advantage for a firm. When media selection is performed correctly and messages are designed to fit with the chosen media, the chances for success greatly increase. When these issues are well-coordinated, a company creates a major competitive advantage.

Competitive advantage is real. Hallmark has been able to maintain a competitive advantage in the marketplace. Company strengths and weaknesses are studied as part of the planning process. Hallmark consistently takes advantage of the firm’s primary strength: a high quality image that appeals to both customers and retailers. As a result, Hallmark has been able to build on a strong past and work toward a more lucrative future, even as competitive pressures intensify.