Post on 16-Jul-2015
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Differentiation StrategyMaking oneself different from
othersAdding to customer’s perceived
value of the firm and its productsCall for continuous innovation
(customer-centered)
How to differentiate?Image BuildingHigh quality and distinctive
productsSuperior customer servicesUnique design and packagingConvenient terms to customers
Focus StrategyInvolves segmenting the market
Focusing on a given market segment
Calls for specialization in a specific market segment (niche marketing)
Why Focus Strategy? Different group of buyers with different needsNo other rival is attempting to specialize in the same
segmentA firm’s resources don’t allow it to spread over the
entire segmentWhere some segments are more attractive than
others