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To achieve a higher profitability than the competition you have to differentiate yourself. You have to offer something different that your customer base are willing to pay for.
As an example take the humble burger, you can buy a burger meal for 3BD from a burger chain, or you can buy a burger meal for 80BD from a high class restaurant. What makes you pay so much more for the experience in the high class restaurant, for essentially the same food?
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