Strategic management -  

provides overall direction by

developing plans and policies designed to achieve
objectives and then allocating resources to implement the
plans. Ultimately, strategic management is for organisations to
gain a competitive edge over their competitors.

Competitive advantage - refers to factors that allow a

company to produce goods or services better or more
cheaply than its rivals. These factors allow the productive
entity to generate more sales or superior margins compared to
its market rivals.
The House of Quality (HOQ) - is defined as a product
planning matrix that is built to show how customer
requirements relate directly to the ways and methods
companies can use to achieve those requirements.