Competition is fierce in the business world and as a result companies must have distinctive resources and capabilities that set them apart from their rivals and competitors. Sometimes, competitive advantage can result from the ability to use a strong organizational structure and company internal knowledge for industry-related product diversification and growth. Agrana, having been an established company since 1988, has learned the tricks of the trade and most of the ins-and-outs of how to become a successful profiting company while also expanding into numerous countries. Agrana was very limited to how many buyers they could sell to. As a result, competition seemed overwhelming- but not for long. One year after Agrana was founded, the CEE (Central and Eastern European) countries broke away from communism and joined the EU (European Union). This opened up a whole new playing field for CEE countries and Western European countries such as Agrana. As a result of these changes, Agrana benefitted from being able to compete in additional countries’ markets, and CEE countries also benefitted. CEE countries now have better job opportunities, they have increased their incomes, and thus improved their skills.
Agrana has a competitive advantage; by being in three agricultural sectors of the industry for so long helping them to developed unique industry intellect that formed strong relationships and trust with their buyers. It is difficult for someone to start a new company and compete