Competitive advantage and competitive scope are the two major variables in Porter's generic competitive strategies model.

Competitive Advantage

The favorable position a business gains over its competitors, typically through greater value to customers, lower costs, or both.

Competitive Scope

The breadth and focus of a company's competitive arena, which can range from targeting niche markets to competing across global markets.

Porter's Generic

Strategies outlined by Michael Porter that describe how a company can achieve competitive advantage through cost leadership, differentiation, or focus, to perform better in their market.