The speaker discusses the importance of selecting and promoting only one competitive advantage for a product or service, using the example of Walmart.
Low prices, quality, and good service should be promoted one at a time to achieve a strong brand positioning and competitive advantage in the market.
The selection of competitive advantages in a company involves choosing characteristics that offer valuable benefits, are distinctive from competitors, superior in quality, and easily communicable.
To select a competitive advantage, it should be understandable, exclusive, affordable, and profitable, and a positioning strategy should offer more for more.
Differentiation in a market can be achieved by offering more for a higher price, more for the same price, or the same for less, with the example of Rolex being used to illustrate the concept.
It is possible to offer more for less through technology, such as providing free courses online, and there is also a group of people willing to pay less for less.
Boiling b is a cheaper alternative to hotels, offering smaller rooms and a light breakfast, but at a significantly lower cost.
The speaker provides two options for viewers to continue learning about marketing: either go to the next section in the book or watch another video in the world of marketing innovation and entrepreneurship.
This article is a summary of a YouTube video "KOTLER CAPÍTULO 7 😊 (7.7) | La Selección de VENTAJAS COMPETITIVAS en un EMPRESA" by ANUOR AGUILAR