If you were the CEO and had a limited budget, where would you invest precious financial resources to make your company number one among rivals?

Conduct a VRIO analysis of your employer (or former employer or any company that you are familiar with) relative to the top three rival companies in terms of (1) perceived reputation (such as brand), (2) talent strength, (3) product quality, (4) administrative efficiency, (5) IT, and (6) supply chain. If you were the CEO and had a limited budget, where would you invest precious financial resources to make your company number one among rivals? Why?