Market-Based Strategies in Global Tv: Exciting Opportunities in a Fast-Expanding Market

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Differentiation strategy is generally reserved for companies with a clear competitive advantage. Companies such as Mercedes and Apple employ this strategy. Differentiation strategy is demonstrated when a company provides value to customers through unique unique features and characteristics of a company's products rather than by the lowest price (Open Learning World 2010).

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The focus of Mass Markets is gradually shifting towards Niche Markets. Such markets mainly focus on particular products to a much defined audience unlike mass markets. The product is customised and made according to customers’ needs hence the customer is also ready pay for their preferred product.

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Cost Focus: The cost focus strategy is similar to the cost leadership strategy which sets out to become the low cost producer in its industry except that instead of focusing its product

Differentiation, essentially, succeeds by the company adopting a certain strategy or plan that its competitors are unable to follow and that is highly attractive to its clients. This is the best and most profitable sort of differentiation.

This strategy is “the best of both worlds”. Low prices and great quality. It aims at giving consumers more value for their money by offering high end products quality at a lower cost than its competitors. This strategy is a hybrid strategy, combining low cost and differentiation strategy to produce a highly unique product. The uniqueness of the product will ensure that the organisations competitive advantage is maintained.

The focused low cost strategy purposed to create a price advantage for the company. Usually, a company that use this kind of strategy more focus on a specific market niche, offering products to a narrow market segment instead of a broad one. The company then aims to be the cheapest supplier in the particular niche but not necessarily in the overall market.

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