Students Corner: What is a generic strategy

Question: 

What is a generic strategy.

Answer: 

A generic strategy is a broad strategy that a company can use to gain a competitive advantage in its industry. It is called “generic” because it can be applied across a wide range of industries and businesses, regardless of their specific products or services. The concept of generic strategies was first introduced by Michael Porter in his book “Competitive Strategy” in 1980.

According to Porter, there are three generic strategies that a company can use to gain a competitive advantage: cost leadership, differentiation, and focus. Each of these strategies aims to position a company in the market in a way that allows it to outperform its competitors.

Cost Leadership Strategy: The cost leadership strategy involves being the lowest-cost producer in the industry. This strategy requires a company to optimize its processes and reduce its costs in order to offer products or services at lower prices than its competitors. By offering lower prices, a company can attract price-sensitive customers and gain a larger market share.

Differentiation Strategy: The differentiation strategy involves offering products or services that are unique or different from those of the competitors. This strategy requires a company to invest in research and development to create products or services that are perceived as superior by the customers. By offering unique products or services, a company can charge a premium price and attract customers who value quality or innovation.

Focus Strategy: The focus strategy involves targeting a specific market segment or niche and tailoring the products or services to meet their needs. This strategy requires a company to have a deep understanding of the needs and preferences of the target market and to offer products or services that are specifically designed for them. By focusing on a narrow market segment, a company can avoid competing with larger, more established competitors and can become the dominant player in that segment.

In conclusion, a generic strategy is a broad approach that a company can use to gain a competitive advantage in its industry. The three generic strategies are cost leadership, differentiation, and focus. Each of these strategies requires a different approach and offers a different way for companies to gain a competitive advantage and achieve success in their industry.

Asonya Gh

Asonya Gh is an entrepreneur, an entertainment and lifestyle blogger based in the Upper West Region of Ghana. He is also the CEO of OneMuzikGh.Com, a website that covers news and updates about music, events and celebrities in Ghana. He has won several awards for his blogging work. He also has a Twitter account and a Facebook page where he posts his content and interacts with his followers.

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