Strategic Opportunities and Competitive Advantage- Typically, retailers have the greatest competitive advantage in opportunities that are similar to their present retail strategy. Thus, retailers would be most successful engaging in market penetration opportunities that don’t involve entering new, unfamiliar markets or operating new, unfamiliar retail formats. When retailers pursue market expansion opportunities, they build on their strengths in operating a retail format and apply this competitive advantage in a new market. Retailers have the least competitive advantage when they pursue diversification opportunities. These opportunities are generally risky and often don’t work.
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