LA DIFERENCIACIÓN COMO VENTAJA COMPETITIVA - ANÁLISIS APLICADO A REPITEL DE LA EMPRESA BASSA

Abstract

Companies are almost obliged to design new strategies within a market because of the fierce rivalry that exists nowadays for a share of the market. These strategies must give them the upper hand in the minds of the clients. One of these strategies is to create new and different products that will eventually become more profit to the company. It’s very important that the return of investment of these products come in a quick way. Authors like Porter and Kotler often say that this competitive advantage can be obtained by leadership, product differentiation, cost, service, image, channels of distribution, or any other aspect that would be relevant and important for the customers. To have a field example an investigation has been applied to the product “Repitel”. This product is from the company Bassa and is dermatologic. The investigation will analyze if the launch of this product to the market using differentiation, will be profitable to the company.