The company should improve its customer service so as to ensure customer loyalty. The company can construct an internet site of its own which can facilitate the busy people to do online shopping. This would help in increasing the customer base for the company. The company can leverage on its ability to produce the most fresh snacks and dairy products. This is a competitive advantage as it would attract all the health conscious customers no matter how loyal they are to the competitor brand.
The company mainly makes huge investments in innovation so that they have a sustainable competitive advantage over its competitors. The CEO RegWeine believes in innovation led marketing strategy. This has helped the company to continue to launch new innovative products. The company knows that its competitors have access to array of products from the overseas market, but Bulla believes in developing products of their own. This would help in delivering new and novel products into the market (Rust, Lemon & Zeithaml, 2004). The company has gained its incremental growth only through the development of new products. For example, in ice creams, the new product has accounted for the sixty per cent of the growth.
One of the major sustainable competitive advantages which a company has is the set of employees it hires. The company has strengthened its human resource department and also the marketing team so as to have an edge over its competitor. The company believes in consumer led innovation. Thus the company has also developed ways and means to incorporate the customer insights in their research and development. The company also indulges in experience marketing. This makes it easy for the company to connect at an emotional level with the consumer. One such example of connecting emotionally with the customer is the “Dollop of Happy” campaign (Zeithaml, Bitner & Gremler, 2006).