This research report is about a study conducted in Sustain Energy Solutions to form a strategic alliance with JSR. The JSR is another company based in Hamilton, doing business in refrigeration, heating, and ventilation. The qualitative research method is used in this study as it is based on the response and opinions of participants. The thematic analysis is used to evaluate the respondent's interview and record the results. We looked up various scopes for the literature review to identify strategies for competitive advantage. This research describes the benefits that SES can attain by forming an alliance with JSR. We found that formation of alliance could help them to give the customers a complete and effective home solution for heating and cooling. We also found that outsourcing of insulation is not a good option for Sustain Energy Solutions as the installation of insulation is the major source of revenue for SES. Hiring of inexperienced installers and giving them, adequate training is one of the strategies that could help SES to solve the issue of lack of installers for insulation. Maintaining the competitive advantage of Energy Conservation Awareness Programme (ECAP) through the door to door marketing would give the company a long-term advantage over its competitors.