A business needs a plan that maps out a clear strategy in the targeted market they're entering, retains future sales, and researches how they will gain customers and attract interest, basically a marketing plan. Part of the marketing plan includes the study of competition in the industry, looking at successes, weaknesses, and market activities.

Find out what your competition's customers want and need, find out what they dislike about their products, and fill in those gaps.

Once you have a better picture of the issues, let's say you run analytics/surveys and found out a large percentage of customers have a problem with the high cost of leading competitors in the targeted market. A good place to start with your marketing and communication to future costumer is better pricing with a higher quality product and good customer service.

This happens all the time, leading businesses in a specific niche get so confident, the quality that they had, in the beginning, diminishes as they lead in their market, I can think of many. When you have a good marketing plan like Subway and you are going up against a giant like McDonald's, you can use certain trends in media at the time as an advantage, like health and obesity that's still a problem in the western world today. You offer great taste like your competitor, do it your self sandwich creations, and lower calories than your competitor, at that time 2011 Subway became the world's largest restaurant chain beating Mcdonald's. In 2020 top fast-food chains were Starbucks, McDonald's, and Subway, which is surprising, one of these chains got caught using the chemical azodicarbonamide, a chemical found in shoe rubber and yoga mats, and then there was the fake tuna. I guess Americans don't care, which is an advantage for many corporations in different markets.

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