What is Focused Cost Leadership

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Instructions

Focused Cost or Differentiation Leadership (FCL, FDL)

a. What is focused cost leadership? Briefly describe.

b. What is focused differentiation leadership? Briefly describe.

c. The bases of segmentation for markets are generally categorized as geographic, demographic, psychographic, and behavioural. Hint: See the table “Bases of Segmentation” at the end of this document. And, for a discussion of the bases of segmentation, watch this VoiceThread here (17:35). Give an example of how a company in the beer or non-alcoholic beverages industry (or another industry of interest to you) could use each base of segmentation to narrow the market and focus their strategy. See the example below for the cosmetics industry:

Industry: Cosmetics

Base of segmentation	Description of target chosen	Description of the tailored offering
Geographic	People living in urban (polluted) areas	Skincare products that contain anti-oxidants to fight effects of pollution on the skin.
Demographic	Upper-income millennial males	Line of luxury (and expensive) skincare tailored for men’s specific needs.
Psychographic	Active women who care about the environment, social issues, and animal welfare.	Skincare products made in a carbon-neutral factory. Products contain organic, non-toxic ingredients. A percentage of profits is donated to women’s causes.
Behavioural	For actors and performers but sold through makeup artist and theatrical makeup professionals.	A line of cosmetics specifically formulated for the stage and for being in front of the camera. Available only through licensed makeup artists.

Table: Bases of Segmentation for Markets (for question 3)

Geographic Segmentation

Country
Region
City
Density (urban, suburban, rural)
Climate

Psychographic segmentation

Attitudes
Lifestyle (AIO)
Values
Personality

Demographic segmentation

Gender
Income
Age
Family, household size, life-cycle stage
Marital status
Occupation
Education
Ethnic origin

Behaviour segmentation

Benefits sought (quality, price, variety, atmosphere, convenience…)
Purchase occasions
User status
Loyalty status
Buy

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