While there are many routes to competitive advantage, the two biggest factors that distinguish one competitive strategy from another are whether a company can achieve lower costs than rivals and whether the company is pursuing the industry's sales and market share leader's role whether a company's overall costs are lower than competitors' and whether the company can achieve strong product differentiation whether a company can offer the lowest possible prices and whether the company can get the best suppliers in the market whether a company's target market is broad or narrow and whether the company is pursuing a low$-$cost or differentiation strategy