In the name of Allah (God) who is the most Beneficent and Merciful. All praise to Allah, theAlmighty, on whom ultimately we depend for sustenance and guidance. I will like to offermy sincerest gratitude to my research supervisor Mr. Hector Dela Victoria for his support &guidance throughout the preparation of this dissertation. Without which I would not havebeen able to complete my dissertation.I will also like to thank all those who helped me throughout my life in the development of knowledge and in facing the hardships of life. I will like to mention the love and devotion of my uncle Mr.Aamir Hafeez Butt & I will like to use this opportunity to mention the affectionand prayers of my brother, Muhammad Mohsin Riaz & my friends, Abdul Majid, ImranFaisal, Khurram Adeel,Malik Waqar Ali,Mudasir Husnain ,Aqeel Ahmad,MuhammdShahbaz,
” A T Gr8” & last but not the least
my one & only
sweet Fv8 Sis “Zaib”.All of these
people have gave me motivation and helped me pursue my goals.I sincerely wish them all best of luck for the rest of their lives. May Almighty Allah helpthem all in pursuing their goals and may Allah bless them with happiness and joys (Amen).
I dedicate this thesis to my late grandfather, “Haji Fazal Elahi”, who was always a source of
inspiration for me throughout my life. I will also like to appreciate the sacrifices, love anddevotion of my
mother, “Tayyaba Tahira”, without these two people in my life; I would not
have been able to achieve this milestone.
The business strategies play a very crucial and vital role in achieving sustainable competitiveadvantage. Organisations overall revenue, profits and image could be enhanced by adoptingthe business strategies which attract more and more customers and which help to retaincurrent customers and build customer loyalty. Different strategists have come up withdifferent definition for strategy and different organisations chose different strategies in orderto achieve competitive strength and long term competitive advantage over the business rivals.