In order to analyse the organisation competitive advantage, it is very important to know the main competitors of the company and their strengths. Then the analysis could be performed in an effective way. The points that provide the evaluation of the Nestlé’s competition advantage over its main competitors are:In the cases of beverages, Nestle focuses only on the chocolate energy drinks. While other companies provide many different types of flavours, Nestle has been using all its resources in creating better chocolate taste for its loyal customer base.In the comparison to the competitors, the market share and growth of the Nestle is higher (GRADE, 2010).
Although Horlicks is increasing with a good rate, still the company is behind Nestle in every term in the markets of UK. Availability in different sizes and shapes also attracts the consumers and the customers of Nestle for the customers could use this in every size (Schwartz, 2011). Nestle charges according to the quality of the product. Thus, the products of Nestle are value for money.Promotion and the advertising techniques of Nestle also make the products unique in the markets of UK, as these techniques are able to differentiate the products against its competitor’s presents in market.
Nestle is known for its quality products. The company has proved this over many years of its business in the international market. Nestle is a premium brand, which is recognised everywhere for the quality it provides to customers (Menon and Menon, 2015). Chocolate Milo by Nestle has already developed a niche customer market for the company in UK as well as in international market. In this scenario, it would not be difficult for the company to promote its Mango Flavoured Milo as a product with promised quality and features.
The price of the product plays an important role in the product positioning. A premium product like Mango Flavoured Milo would be sold on the premium price because the company has already an existing customer base that belongs to high-income group.