“A competitive advantage answers the question, ‘Why should the customer purchase from this operation rather than the competition?’”
—Cole Ehmke, Extension Educator, University of Wyoming Department of Agricultural and Applied Economics
Our clients tell us that investing in competitive strategy helps drive higher profits and strengthen their market position. At SunTrust, we understand this and we are inspired to do more for our clients by sharing our financial expertise with businesses of all sizes and at every stage. This guide is one step in our commitment to answer your questions, share ideas and deliver the collective resources of the entire bank to help your business thrive.
Companies can differentiate themselves in two ways: Those that know they have something unique to offer and want to spread the word, and those trying to determine their unique feature. Our chapter on the Differentiation strategy will explain what it takes for a company to set itself apart, including methods for highlighting your unique aspects.