If you’re in a business with many competitors selling the exact same products, how does your business effectively compete with all the others. Find one aspect about your product offering that customers really care about, provide the largest selection in this product and “put your flag in the ground” around this one aspect.  Use advertising to consistently hammer home the specialty so that you always get a shot at these customers when they start shopping.

Let’s say you’re a Ford store in a sea of Ford Stores.  No store is really focused consistently promoting trucks.  That can become your flag in the ground. Do trucks better than anyone else….more models, better prices….promote this position in all advertising.  When a customer starts considering a truck purchase, you want them to think of your store.