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The Globalization Of Market Needs Essay

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The globalisation of markets need to be understood and effective barriers to imitation need to be established. The differentiation strategy can focus on either a broad or narrow segment of consumers. This strategy comes about when neither the cost leadership nor the differentiation strategy is able to sustain the broader segment focused on. This strategy is then adopted to identify and serve a niche or focus market competitively. An organisation can be either low cost focused or differentiation focused. Apple initially intended on serving the higher end consumers. This strategy is “the best of both worlds”. Low prices and great quality. It aims at giving consumers more value for their money by offering high end products quality at a lower cost than its competitors. This strategy is a hybrid strategy, combining low cost and differentiation strategy to produce a highly unique product. The uniqueness of the product will ensure that the organisations competitive advantage is maintained. Apple seems to use a combination of the above strategies. The company initially had a focused strategy, wanting to “create a premier product and charge a premium price.” However they have now adopted a cost efficient strategy by producing a premier product at a low cost. They are able to produce using low cost due to their closed ecosystem. Apple has control over all activities from start to finish, this gives them the ability to ensure no wastage takes place at every level of production. The

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