Case Study: Greensboro Stingers

Second strategy is “Differentiation Strategy” and if the company decides to choose differentiation strategy, they need to be attractive and unique. Innovation and product development according to customer’s needs are most important requirement to achieve competitive advantage. Cost Leadership Strategy and Differentiation Strategy focus on competing in the broad market. And the third and the last one is “Focus Strategy” and in focus strategy, companies focus on narrow or niche market. With choosing focus market, companies defined only their focus market and they still need to choose a strategy between “Cost Strategy and Differentiation Strategy”.

Our team decided to choose the “Broad Differentiation” strategy as the basic strategy for our company. We will attempt to differentiate our product line in several distinct dimensions. By providing products that are vastly superior and unique from our competitors and pricing the products with an affordable price, we can gain something that is beneficial for the company in the future, which is customers’ loyalty and awareness. We may change or modify our strategy for the next round depending how it performs against our competitors.

In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization (Encarta ® World English Dictionary ,1998) Generally, the product positioning process involves: Defining the market in which the product or brand will compete which for hoe by design is Women ages sixteen and up. Identifying the attributes that define the product which they are low heeled stiletto and wedged shoes that are of different colors and designs . Iacobucci, D. (2011). This product will be positioned as a comfortable product that still allow women to look cute in them. The products will be well designed and colorful like similar heels that are higher.

The differentiation strategy aims at creating a service that is unique. The key is to be viewed as valuable by the customer. According to Porter corporations should not focus their corporate energy into being better than their competitors, instead, try to be different. Benchmarking the competitor can result in what Porter describes as the competitive convergence, where, to the customer, everyone looks like everyone else. For”Broadway’s Café” to stay competitive in 21st century their strategy should be about performing different activities from rivals or similar activities differently.

Captain Roys served as an assistant coach for baseball and football for the Pleasant Garden Community center (PGCC) from 2012-2014. During his tenure, as the assistant coach with a comprehensive volunteered sevice totaling 6 seasons, 80 games, 6 end of season parties, and implemented batting practices at the Greensboro Batting Center which was instrumental in the success of the opening and closing day tournaments. During this time, Captain Roys became a mentor and friend to over 100 children between the ages of 5 and 10 years

Goal of product differentiation and advertising (non price competition) is to make price less of a factor in consumer purchases and make product differences a greater factor.

For using differentiation competitive strategy, this organization has been cherishing exceptional advantages and some of them are as followed:

Differentiation: When a firm seeks to be unique in one or more dimension that are valued by the consumers by producing products that are different from the competition This depends on the industry and of the products themselves but usually will involve features, functionality, durability, support and a brand image. The success of a generic differentiations strategy depends on good research, the ability to deliver a high quality offering and effective marketing so the market understands the benefits associated to the unique offering.

This strategy comes about when neither the cost leadership nor the differentiation strategy is able to sustain the broader segment focused on. This strategy is then adopted to identify and serve a niche or focus market competitively. An organisation can be either low cost focused or differentiation focused. Apple initially intended on serving the higher end consumers.

As we all know that, there are three steps in target marketing which are market segmentation, market targeting and market positioning. According to Kotler (2010), the definition of product position is “the way the product is defined by consumer on important attributes – the place the product occupies in consumers’ minds relative to competing product” (P280). Furthermore, in principle, a brand must have something special in order to be remembered by the target market. As a consequence, a clear position in the prospect’s mind should be one of the most important goals in marketing strategies because it will make their products have the greatest

If a company is using the differentiation focus approach, it would aim for differentiation in its target segment only, and not the overall market.

o Focus-differentiation strategy is aimed at a segment of the market fro a product rather than at the whole market or many markets

Product differentiation is the process of designing the products to satisfy the customer needs. If managers take the strategies to differentiate the products in terms of innovation, quality on excellence, customer

In viewing the marketing strategic planning as a process of segmenting markets by targeting specific customers and working to assist with positioning. Target understands the current market position by researching the product identity in the customer’s mind. Positioning was based on more than just cost; it surrounded characteristic, fashion, and the direction the fashion is in favor of style. This was the differentiation strategy that was consistently applied since the launch of the chain. To achieve this upscale image, it offered trendy and stylish goods in an environment that was bright and attractive, unlike other discount stores of the time.

A differentiation strategy is the efforts to make a product, brand, or service unique as compared to all other competitors, hence providing a competitive advantage (Pearce & Robinson, 2011, p. 219). There are several key skills and resources that managers should be cognizant of in order to build and base their positive differentiated strategy. The following essay will expand on these topics which include skills and resources, as well as, organizational requirements.