Ways of increasing competitiveness

A competitive advantage refers to the position of superiority within an industry that a firm has developed in comparison to its competitors. Firm level competitiveness indicated a firm’s ability to design, produce and market products superior to those offered by competitors, where superiority can be evaluated from several factors, like price, quality, technological advancement, etc. Competitiveness can be considered at different levels of aggregation: firm, industry, and country.

Introduction …………………………………………………………………………………..…….3
Chapter I …………………………………………………………………………………………....4
Types of Competitive Advantages …………………………………………………………...5
Marketing strategy …………………………………………………………………………...8
Branding as a way to increase competitiveness ………...…………………………………………………………………………………………..…9
The various forms of Branding …………………………………………………………...….13
Conclusion….. ……………………………………………………………………………....12
Chapter II Marketing strategy of McDonald’s Corporation ……………………………………………………………………………………….……………...13
2.1. Business Strategy…………………………………………………………………….…...……15
2.2. Mcdonalds s marketing mix (5PS) strategy…………………..……………………………………………………………...…………..17
2.3 Competitive Strategy ………………………………………………………………...………....18


Conclusion …………………………………………………………………………………...…..…20
Bibliography …………………………………………………………………………………...........21