The Primary Objective of any Business is to Build Sustainable Competitiveness in the Market

Abstract

Building a competitive advantage in the market is the basic goal of every company and represents an organizational ability to create signif­icantly more value for the customer and differentiate itself from its compet­itors. It also represents the power of the company to adapt and respond to customer demands and desires and the challenges of competition that arise in times of daily change and dynamic environment of the company, it serves as the ability of the company to consistently, in the long-term, beat its com­petitors in the market. The competitive advantage of a company consists of owning or creating certain features that customers seek and accept with which the company differs from the competition. Competitive advantage, on which TQM is based upon, refers to the correct segmentation and selection of target market and positioning, defining and using a tactically correct recipe of the marketing mix, selection of effective strategy and its implementation, thus control of each step in order to rede­fine timely activities.