Competitive advantage through superior marketing

An essential component for a company to maintain its competitive position is its marketing arm; one which is capable of generating repeat sales to satisfied customers.  If a company manufactures good quality products, and offers good after-sales service and spares, it is difficult for a competitor to move in.

‘An efficient producer or operator with weak marketing and selling may be compared to a powerful engine that, because of a loose pulley belt or badly adjusted differential, is producing only a fraction of the results it otherwise would have attained.’ (Philip Fisher)

Among other things, the marketing team is in charge of making sure that the customer appreciates the quality and reliability of the product, so that the customer is very wary about switching to a competitor whose product might be inferior and unreliable.

Customers do not beat a path to the door of the man with the better mousetrap. It is up to the marketing team to extol the virtues of the mousetrap to the public.

Philip Fisher was surprised by how little attention is…….To read more subscribe to my premium newsletter Deep Value Shares – click here http://newsletters.advfn.com/deepvalueshares/subscribe-1

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