The article discusses the adaptation of competency models to the companies in order to improve its sales and marketing strategies in the competitive global marketplace. Following its strategies, Sharp Electronics Corp., the North American sales and marketing subsidiary of Japan-based Sharp Corp., was among those reportedly adopting the competency models. Part of this models in providing adequate training and values of its employees as a human resources management tool. The author relates that in order to be competitive, marketing strategy through increasing the customer requirements characterized by its new digital products must be meet.