Visiting Brazil I came across an example of how a company can create a competitive advantage by focusing on a relatively unattractive market niche.

Embraer is now the third largest aircraft manufacturer in the world – much of its success results from its decision not to poke the 800 lb. gorilla (gorillas – Boeing, Airbus) in the eye. Embraer decided to focus on smaller commuter jets for short hops. This segment of the business was relatively small until worldwide deregulation caused this market to boom.

Is your strategy pitting you against 800 lb. gorillas – or are you differentiating? How you answer this questions will be key to how profitable you are.

Questions about how to differentiate your company? Please contact Denise Harrison at .

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