Retailers competition

Retailers competition

In order to reposition Gulfways in the retail-purchaser market, they have to create a differential advantage between themselves and their competitors. In other words, they have to use their core product to develop the appearance that their product possess better qualities and attributes than that of their competitors. In order to do this, Gulfways has to improve the quality of their product, or at least improve the image of quality that retailers possess. Since Gulfways has competitively lower price in the market, this is usually construed as having lower quality products. In order to improve the image of quality ...