8. Differentiation Strategy
Making oneself different from
others
Adding to customer’s perceived
value of the firm and its products
Call for continuous innovation
(customer-centered)
9. How to differentiate?
Image Building
High quality and distinctive
products
Superior customer services
Unique design and packaging
Convenient terms to customers
10. Focus Strategy
Involves segmenting the
market
Focusing on a given market
segment
Calls for specialization in a
specific market segment (niche
marketing)
11. Why Focus Strategy?
Different group of buyers with different needs
No other rival is attempting to specialize in the same
segment
A firm’s resources don’t allow it to spread over the
entire segment
Where some segments are more attractive than
others