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Two different strategic approaches to marketing will be considered in
the chapter:
Porter's generic strategies
Ansoff's Matrix
Porter's Generic strategies: Low cost versus differentiation
If a successful firm's winning formula is easy to copy, its superior
returns will not last long. Rivals will offer either a better…

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Avon cosmetics differentiated itself by selling cosmetics directly to the
customer; amazon differentiated itself through internet selling, without
the use of traditional shop outlet.

Pursuing a policy of differentiation can add value by creating a unique
selling point/proposition (USP). This may be real, such as a different…

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