To stay that one step ahead of the competition you have to continually re-invent yourself by offering your customers a new and improved choice before your competitors catch up.
Strengths
If you keep raising the bar it makes it difficult for your competitors to catch up.
Weaknesses
Management can be reluctant to change a winning formula before being forced to by an innovative competitor.
Timing
Allow 1-6 months for development of strategy.
Budget
Suggest 3-5% of turnover depending on your situation analysis.