An outcome of the SWOT analysis should be the identification of, and capitalizing on, a company's competitive advantage. A competitive advantage is something a company does well and cannot be easily imitated by its competitors. In one of my lectures, I mentioned about Alain Ducasse au Plaza Athenee - Paris, France, one of the most luxurious restaurants in the world. This was an example of brand image as a competitive advantage. Thus, this shows the company's: Niche competitive advantage Cost competitive advantage All of the above/below Product/service differentiation competitive advantage None of the above/below