Competition does not only happen for struggling for customers but also on other scarce resources so that is always struggled by the company and its competitors. There are three types of competition, namely:
1. Competition for the development of the new potential resources;
2. Competition for obtaining the resources;
3. Competition for getting the attention of the customers and other resources.
Developing the new potential customers, the company will try to get new customers who enter the industry ahead of its competitors, so that the company has greater opportunities to develop the potential of the customer. The number of customers determines the performance of the company, and the number of customers is affected by the products that are released by the company.
A customer base that is built by the company can be quickly developed, but can also be slowed if the potential resources are run out. To be able to obtain the customers, can not be done by only developing the company’s resources, but also reduces the resources that owned by the competitors. Potential customers are obtained through the marketing system and the relative value which is a form of product’s value that is offered balanced with a price that has to be paid by the costumer.
In addition, the costumer’s growth can also be driven by the mechanism of the mouth marketing. The concept of relative value, can also be developing on the other potential resources, such as appreciation for the employees for their accomplishments in the company.