The document discusses three generic strategies for businesses: differentiation strategy, focus strategy, and Ansoff's Matrix. The differentiation strategy involves making a product or service unique to add value for customers through continuous innovation, quality, services, design or customer terms. The focus strategy targets a specific market segment through specialization and niche marketing. Ansoff's Matrix analyzes product and market expansion strategies.

1. by: Leo Masucol

5. The Generic Strategy Approach

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

12. Diamond Model

14. Ansoff’s Matrix

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