Illustrate the use of the three generic strategies

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To illustrate the use of the three generic strategies, consider Figure AYK.1. The matrix shown demonstrates the relationships among strategies (cost leadership versus differentiation) and market segmentation (broad versus focused).

? Hyundai is following a broad cost leadership strategy. Hyundai offers low-cost vehicles, in each particular model stratification, that appeal to a large audience.

? Audi is pursuing a broad differentiation strategy with its Quattro models available at several price points. Audi's differentiation is safety and it prices its various Quattro models (higher than Hyundai) to reach a large, stratified audience.

? Kia has a more focused cost leadership strategy. Kia mainly offers low-cost vehicles in the lower levels of model stratification.

? Hummer offers the most focused differentiation strategy of any in the industry (including Mercedes-Benz).

Reference no: EM131847157

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