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Focused Differentiation or Differentiation?
Strategic Management
8. A century-old footwear company “Mota Shoes” had an image of being the footwear choice for formal occasions. In an attempt to reinvent its brand, it tied up with a foreign footwear giant “Buffrine” to manufacture and sell its Hideseek brand in the country. Putting its best foot forward, it launched extra soft, casual and relaxed footwear *for young*. Aiming at a brand and image makeover the “Mota Shoes” decided to price the Hide Seek products at premium. What kind of Michael Porter business level strategy is being used by “Mota Shoe company”? State its advantages In this q, ICAI answer is that the business is following a Differentiation strategy. I feel that it is more appropriate to say it is a Focused Differentiation strategy, as Mota Shoes is specifically targeting the youth (a narrow market segment) with these new shoes. Am I missing anything here?
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