Introduction
The objective of this paper is to answer the four questions raised in the case study on strategic positioning. Question 1 (a): Using Porter’s generic strategies, explain how Sainsbury is positioned relative to its competitors. Answer: In 1985, Michael Porter suggested three main strategic alternatives for firms (Hawks, 2016). These three strategies are cost leadership, differentiation and focus strategies. In the cost leadership and differentiation strategies, the target market is broader and industry level. The cost leadership strategies, as the name suggests, focuses on offering products and services at a lower cost than competitors. Differentiation strategy involves ...
