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13 cards from this deck
Identify their strengths and weaknesses
Gaps in the market
What sets the business apart from others
Offering lower prices than rivals to attract customers
Making your product meaningfully different from competitors
Appeal to specific customer groups
Everyone reduces prices to win customers
The value provided
Quality, customer service, specialisation
2-3 areas rather than average across all
Less financial capacity for reduced profitability
Recognisable and trusted brand customers prefer
Exceptional service creating positive experiences
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