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.

Positioning the brand
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Discover how Chap Stick applied people theory to succeed in the healthcare industry by downloading our premium case study.

Using the marketing mix in the fashion industry
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Discover how Ben Sherman employed people theory to succeed in the fashion industry by downloading our premium case study.

The use of social media in promotion
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Discover how National Trust used people theory to prosper in the non-profit industry by downloading our premium case study.

Using sponsorship to increase brand awareness
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Learn how Infiniti applied people theory to thrive in the automotive industry by downloading our premium case study.

Protecting the marketing mix through intellectual property rights
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Discover how Intellectual Property Office applied people theory to prosper in the public sector industry by downloading our premium case study.