Hello,

I read a very interesting article about McCain success story. McCain was initially a small Canadian company, which owned only one factory and employed 30 persons. Today Mc Cain has become the multinational leader in the frozen food industry and employs 20 000 persons in 55 factories worldwide!

How did this small company manage to become such a huge company?????

By offering something new and unique: frozen chips!! The two founders of McCain just found a fantastic new idea: the ability to store chips. RyanAir is another good example. It also offers something unique: the possibility for anybody to travel at a low cost.

While preparing a marketing plan , I realized how important your competitors’ analysis was to determine your own Unique Selling Proposition. It is not compulsory to launch a brand new product to differentiate your business (like Ryan and Mc Cain did). You can differentiate your business by offering something different from your competitors, something unique.

Have you already asked you the following question: what is my unique product benefit that the competition can not claim?

I wish you a nice day.

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