Global companies like Apple and Google can utilize competitive benchmarking to identify their strengths and weaknesses by comparing their performance, strategies, products, and services with those of their competitors. This process involves identifying key performance indicators and success factors, and then measuring these against industry standards or best practices. This can help these companies understand where they excel and where they need to improve. They can then use this information to develop strategies to enhance their strengths and address their weaknesses, thereby gaining a competitive edge in the market.
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