When organizations enter a business venture, they select a productProduct, a market, a customerCustomer segment, secure a source of funding, operate with resources and capabilities, and formulate a marketing plan to ensure sales. This is a simplistic view and can be altered depending on the business purpose and the model, however, covers the basics of the processesProcess that need to be considered. To operate in the competitive environment, they must establish a unique set of strengths that determine that they outperform their competitors, to gain and sustain competitive advantageCompetitive advantage over their competitors that gives them the leverage to continue boosting their sales and compete in the market. Marketing has a key role to play in gaining competitive advantageCompetitive advantage, as it is the platform through which they communicate with their customersCustomer and promote their unique capabilities and offers to attract and maintain customersCustomer.