The competitive strategy that Coca-Cola follows in their main business is the broad differentiation strategy. This strategy is most attractive whenever buyers' needs and preferences are too diverse. Everyone has different tastes and in any room of people, you will find that some are lovers of soda and some are not. Some love coffee and some do not. We are very diverse in our likes and dislikes, and Coca-Cola recognizes these differences.
The evidence that supports the broad differentiation strategy is that Coca-Cola focuses on tastes preferences. Due to the diverse population, Coca-Cola offers products from one spectrum to the other. They offer soda, water, juice, energy, and coffee products. At lease one segment of their extensive product line will appeal to everyone. This is the essence of broad differentiation - to be unique in ways that are valuable to a wide range of customers.
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You may be confusing differentiation with product line diversity. Coca-Cola certainly is a broad differentiator, they want thier products to be seen as superior to others, even if that difference is only perceived; hence, the advertisng and promotion intensity of this industry.
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