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.

The use of the marketing mix in product launch
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Discover how NIVEA used people theory to succeed in the manufacturing industry by downloading our premium case study.

Entering a new market with a new product
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Learn how Experian used people theory to prosper in the financial services industry by downloading our premium case study.

Re-focussing a company's culture and marketing mix
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Discover how Argos used people theory to prosper in the retail industry by downloading our premium case study.

The use of social media in promotion
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Find out how National Trust employed people theory to succeed in the non-profit industry by downloading our premium case study.

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