This is a story of Rajkot based machine manufacturing company. The company developed a successful pricing strategy, focusing the fundamental difference between them and their major competitor, in serving the customers.

This company did well excellent and made more sales through after-sales service that it could afford to lower the prices of its machines and thereby expand its market share.

Its major competitor had focused its efforts on sales of new machines, neglecting to make adequate long-term investment in serving the existing customers.

Now, the competitor found itself in difficult situation as many new companies joined the market in last five years, and they fell short of serving their customers.

Whereas, the company having Relative Superiority in serving the customers could grow amid the tough competitions.

So, ask yourself today what Relative Superiority do you have as an organisation?


Dr. Shital Badshah works as Leadership Coach and Consultant. He can be reached at or +91 94284 19021.

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