Firstly let’s see what capability is.
Capability = Resource + Competence
For graphic designing company,
Resource = Having latest computer and software
Competence = Basic designing knowledge and knowledge of software working
The above capability will not give you competitive advantage over your competitors. To stand ahead of your competitor you will need strategic capabilities.
Strategic Capabilities = Basic capabilities & Resources (just like above) + Unique resources or Core Competences.
Unique Resources = Patent /Knowhow/ Copyright
Core Competence = Like Apple’s core competence is Innovation.
Coca Cola have their formula of ingredients.
Honda has their efficient engine.