Abstract:
A competitive advantage in the global market is not a simple individual benefit for a consumer but a complex set of attributes raising of satisfaction his/her needs. However, it must be multidimensional and a company must create an "integrated product" which provides the consumer with expected parameters, and at the same time, something extra. It is necessary to create a new type of a competitive advantage - an entegrated competitive advantage. A company can built its integrated competitive advantage with a new approach of satisfying customer's needs in the following principle: to supply customers with special benefits together with the lowest selling price of a product and reducing other costs and resources of a customer. The basis for creating integrated competitive advantages must be a process of systematic strategic marketing analysis. The advantage of such an analysis lies in that it can help to create permanent active competitive advantages and facilitates getting ahead of competition.
