Gerald's Tire Store sets itself apart from competitors by the extra attention it pays to retaining loyal customers by providing fast, courteous service in a clean, professional-looking environment. Gerald's has used this strategy for over 40 years, expanding to 15 outlets. Gerald's Tire Store has created a ________ macro strategy to create and deliver value and to develop a sustainable competitive advantage.

	supply chain excellence
	locational excellence
	product excellence
	diversification excellence
	customer excellence