define who your customers are (and specificity is the key to success here), define why your company has a competitive advantage over others to attract and retain your customer base, and research regulations you will need to understand to get started as well as to maintain your enterprise.

Assignment checklist:

3.3: Competitors (from business plan outline in course resources)

1. Explanation
2. Table

3.4 Competitive advantage

3.5 Regulations

Access the rubric.

Reading and Resources

In your reading, you will examine marketing concepts and research as well as competitive advantage.

1. Read: Market research – introduction (SBA website): All hyperlinks under the help section on the right

2. Access the following article from the Library:

O’Shannassy, T. (2008). Sustainable competitive advantage or temporary competitive advantage. Journal of Strategy and Management, 1(2), 168–180. doi:http://dx.doi.org/10.1108/17554250810926357

3. Review the resource – Bureau of Labor Statistics – https://www.bls.gov/iag/tgs/iag51.htm

4. Access the following videos from the Library: 

Overview of Competitive Strategy

To Attract your Market, Create Unique Value

Bad Competition can Sour Good Markets