Competitive Advantage

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Customer relations are important to the survival of Pars as a brand and their reputation. If customers feel like there is no relationship with the brand then they are less likely to become loyal customers. Pars has built a family known brand, which is due to specific marketing aimed at creating a customer friendly reputation. This is what ensures that customer buy and stay with Pars. Many remain true to the brand ensuring that whatever competitors do customers stay loyal to the name. This ensures that Pars can stay competitive and hold an advantage with its strong customer base.

The ambitions of Pars and the objectives set will test the company and see whether it can compete on a larger scale, nationally and internationally. Should the move be successful Pars will see higher revenues which will allow them to invest further in the company. This will drive the competition to which Pars will be able to exploit it advantages and differentiations.

For 64 years Pars has been competing in the frozen food market, it has with stood the test of time and has competed for many years now. For many companies they cannot make such claims which is what gives Pars an inherited competitive advantage. It is a sign that the brand has longevity and has been successful to last this long. Modernisation and movement into new markets provides the old brand with a new different direction whist staying true to it ethos.

To achieve competitive advantage and differentiation Pars is moving forward to compete and achieve its objectives. To live by its philosophy of `It’s All Good` the brand is investing in quality and production, ensuring that it products only use the `good`. Maintaining an effective and efficient work force will provide Pars with its strongest asset. Looking forward to the future Pars can draw on its experience of the past and successfully make the transition to the international market. Caring for its customers that have contributed to Pars success will ensure that its loyal customers stay loyal.

References:

Operation Strategy Lecture Notes (2013) A.Shokri

Pars Food Ltd. Case Study

S. Sam (2010) Frozen Food Industry Market Research Reports, Report Linker, Page 1-2, Retrieved from http://www.reportlinker.com/ci02043/Frozen-Food.html

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Frank Huber, Andreas Herrmann, Robert E. Morgan, (2001) "Gaining competitive advantage through customer value oriented management", Journal of Consumer Marketing, Vol. 18 Iss: 1, pp.41 - 53