Types of competitive advantage
To achieve a competitive advantage, one must first increase the degree of operational independence with respect to competitors. This means expanding the freedom of operation of tools so that the company can increase its effectiveness in the market. We can distinguish three basic types of competitive advantage:
qualitative advantage - Marketing activities and tools, such as product, packaging, distribution, services, and the terms under which they are offered, are susceptible to qualitative change. By equipping these tools with superior or unique quality compared to competitors and adapting them to buyer preferences, a company can achieve a qualitative advantage that enables it to exercise greater bargaining power with the

Price advantage - The basis for achieving competitive advantage is the use of marketing tools and activities that are directly related to the material needs of buyers. To achieve this, a company must set prices at a level lower than those of its competitors and use other tools, such as promotion, at a level higher than those practiced by its competitors.