Companies using their brand as a competitive advantage
Chick-fil-a: Chick-fil-a is a company that has taken on the consumer by creating the concept of eating healthy. They offer a full menu of chicken-based meals that are health conscious and the alternative to most fast-food restaurants to serve primarily beef options. By keeping up with the change in the fast-food industry and focusing on the customer’s needs by continuing to offer outstanding customer service, they will last through the 21st century. People around the world enjoy going to fast-food restaurants and not only given an alternative food option but having a positive food experience. Other fast-food establishments serve only chicken such as Popeyes and Kentucky fried chicken. However, these companies don’t cater to a health-conscious customer making Chick-fil-a dominate in its consumer market.
Target: Target is a company that stands out the most among its competitors. It is considered the most recognizable, with its signature symbol, the bullseye, and the mascot dog in red, which makes it’s identifiable to the customer. Target has been able to brand itself to stand alone form its competition. You are setting the bar high when it comes to shopping at discounted stores without feeling as if you’re at a discount store. Target has a market focused on young families and is not trying to be all things to all people. Over the past years, Target has been able to launch its namesake brands, which include fashion and home products. If Target can stay on this path of focusing on its target audience and expanding its brand, it can outlast companies such as Amazon and Walmart.
Starbucks: Starbuck’s competitive advantage is its product differentiation. They offer excellent customer experience and quality coffee, which they call the “Starbucks Experience.” The focus doesn’t just stop with its customer service, but with its well-designed stores that offer good ambiance and in addition to well-trained staff. The company had built a definite advantage with its global network, premium quality, and brand image, which I would consider its significant strengths. The culture of Starbucks is of warmth and belonging, where everyone feels welcomed. Starbucks has been able to market itself and create a product that you can take home and enjoy. This company will outlast its competitors in the 21st century.
Explain the effects you believe the Internet’s capabilities will have on the brands you identified in the previous discussion and what the owner of the brand should do in light of them.
Internet capabilities in today’s world help all of the brands I have chosen. Starbucks has implemented the internet and phone apps for you not only to order its coffee or beverages for use at home, but you can order a drink on the go for pickup or convenient service in its establishments. Chick-fil-a uses its online platform and phone app to order catering for pickup or delivery. This will help Chick-fil-a increase its sales by making it convenient for its customers. Targets utilization of the internet is primarily for ordering online and setting up wedding and baby shower registries.
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Many companies use their brand as a competitive advantage.
Given your knowledge about the global economy:
Identify three (3) brands likely to remain a source of advantage in the 21st century and explain why.
Explain the effects of the Internet’s capabilities on the brands you identified in the previous question and what the brand’s owner should do in light of them.
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