... things, the most obvious, and sometimes most important, being price. If one company offers the same product as another for a smaller price then that one is always going to be the preferred option to the paying public. Other advantages can be brand loyalty, where the public will buy this product as they have done for a period of time and feel comfortable with it, choosing not to buy any substitutes. Other such advantages, including advertisement, product quality and reputation, also count. Bigger companies, such as Sainsbury's, or Kellog's, don't have to worry so much about having a competitive advantage as much as smaller companies as the scale is much different. So I have decided to carry out my investigation on two small companies, one of which being a family run business. I feel that this way I will get a better understanding on competitive advantage. My predictions are that ...

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