osion of growth.

Despite price competition Tesco have clearly differentiated their approach and this can offer a leading example for every business owner however large or small their business. Every business owner can learn from their success. Tesco have successfully managed the high volu

The importance of clear differentiation for your product and service proposition cannot be overstated. Take any highly successful organisation and you will invariably find a distinctive range of products and services that deliver value and results to its customers. You most likely operate in an extremely competitive market as do most businesses today.

While pricing is always a buying factor it is certainly not the only consideration in the buying decision process. You may choose to operate at a level where you are attempting to compete almost exclusively on price. Even for the largest organisations this is always a dangerous game to play. Your margins become stripped, your proposition becomes a commodity and you sacrifice adding value to your customer buying experience for a cheaper product or service.

You only have to look at the retail market and the supermarket wars to gain an insight to the knife edge that many organisations are resting on. Very few are really successful. One exception to this is Tesco who over recent years have moved from a supermarket chain to a vast operation offering a complete buying experience for retail shoppers. Their customer loyalty programme may have set the scene for their recent explosion of growth.

Despite price competition Tesco have clearly differentiated their approach and this can offer a leading example for every business owner however large or small their business. Every business owner can learn from their success. Tesco have successfully managed the high volu

itive market as do most businesses today.

While pricing is always a buying factor it is certainly not the only consideration in the buying decision process. You may choose to operate at a level where you are attempting to compete almost exclusively on price. Even for the largest organisations this is always a dangerous game to play. Your margins become stripped, your proposition becomes a commodity and you sacrifice adding value to your customer buying experience for a cheaper product or service.

You only have to look at the retail market and the supermarket wars to gain an insight to the knife edge that many organisations are resting on. Very few are really successful. One exception to this is Tesco who over recent years have moved from a supermarket chain to a vast operation offering a complete buying experience for retail shoppers. Their customer loyalty programme may have set the scene for their recent explosion of growth.

Despite price competition Tesco have clearly differentiated their approach and this can offer a leading example for every business owner however large or small their business. Every business owner can learn from their success. Tesco have successfully managed the high volu

ys a dangerous game to play. Your margins become stripped, your proposition becomes a commodity and you sacrifice adding value to your customer buying experience for a cheaper product or service.

You only have to look at the retail market and the supermarket wars to gain an insight to the knife edge that many organisations are resting on. Very few are really successful. One exception to this is Tesco who over recent years have moved from a supermarket chain to a vast operation offering a complete buying experience for retail shoppers. Their customer loyalty programme may have set the scene for their recent explosion of growth.

Despite price competition Tesco have clearly differentiated their approach and this can offer a leading example for every business owner however large or small their business. Every business owner can learn from their success. Tesco have successfully managed the high volu

many organisations are resting on. Very few are really successful. One exception to this is Tesco who over recent years have moved from a supermarket chain to a vast operation offering a complete buying experience for retail shoppers. Their customer loyalty programme may have set the scene for their recent explosion of growth.

Despite price competition Tesco have clearly differentiated their approach and this can offer a leading example for every business owner however large or small their business. Every business owner can learn from their success. Tesco have successfully managed the high volu

osion of growth.

Despite price competition Tesco have clearly differentiated their approach and this can offer a leading example for every business owner however large or small their business. Every business owner can learn from their success. Tesco have successfully managed the high volume – low margin market place. Some of their greatest successes include a vast product range spanning, clothes, stationery supplies, insurance products as well as the expected array of food and grocery offerings. They have also cleverly captured different markets with a range of budget as well as premier selections. They also have Tesco TV an in-store advertising channel and they are one of the few supermarket chains to make a success of the growing on-line shopping market.

I recommend you review your product and service proposition to see how you can adapt a number of these concepts to develop your own unique package. Here is a 5 stage process that may help:

· Start by listing out all of the functions and features of your products and services

· Convert these to a list of customer focussed benefits that you can deliver on consistently

· Remove from the list all of the “me too” aspects that your competitors provide

· You are left with a list of your unique elements

· Encapsulate this into a benefit oriented short statement that conveys your uniqueness

There are other factors, beyond pric