focuses on differentiation strategy, which is the classic niche marketing
strategy. Differentiation has sub strategies that includes superior products
quality, brand image, novelty of innovation, support for customer. All of these
sub strategies are represented by the strong customer recognition of each
leading brands ChildrenSalon offers. The diagram 2 below represents Port’s
Generic Strategy and as indicated ChildrenSalon is under differentiation thus a
high cost strategy in a broad market scope.
Created by Group 11
To summarize even though,
ChildrenSalon focus on the product differentiation strategy it is also trying
to compete by focusing on a narrow market.