People illustration People theory

Skills and Competencies

Corecompetencies are theskills that allow a business to deliver a benefit to customers, capabilities that are critical for a business to achieve a competitive advantage. In order to correctly analyse core competencies, competition between businesses needs to be seen as much a race for dominance of competence as it is for market position and power.

Seniormanagement simply can’t focus on the activities of an entire business and the competencies required to undertake them, therefore management need to focus their attention of competencies that really affect competitive advantage. A simple way to identify core competencies in any given market is to question why a customer is willing to pay more or less for one product/service than another. In order to be considered a core competency, it needs to be creatively unique and able to differentiate the business from others in a similar field.



Supporting Documents

These downloads will help to put people theory into context using real world examples from real businesses.

Sponsorship as part of the marketing mix
Ford logo

Learn how Ford applied people theory to thrive in the automotive industry by downloading our premium case study.

The marketing mix in the food industry
McCain Foods logo

Find out how McCain Foods applied people theory to prosper in the food & drink industry by downloading our premium case study.

Meeting customers' needs
Travis Perkins logo

Learn how Travis Perkins applied people theory to thrive in the construction industry by downloading our premium case study.

Creating a winning marketing mix
JD Sports logo

Find out how JD Sports employed people theory to succeed in the retail industry by downloading our premium case study.

Using sports marketing to engage with consumers
Kia Motors logo

Discover how Kia Motors used people theory to thrive in the automotive industry by downloading our premium case study.