Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 9

Consider each of the brands below. Review the list of potential sources of differential competitive advantage (differentiation) highlighted in the chapter. For each: (a) indicate which one differentiation source you believe is most important to them currently and (b) indicate which other differentiation sources you believe might hold promise for development for them in the near future and why.
a. Carnival Cruise Lines
b. Sears Craftsman Tools.
c. Avon.
d. Lowe's Home Improvement Stores.
e. The Salvation Army.