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The aim is to achieve advantage by offering better products or services at same or higher price.
Route 5 is a focused differentiation strategy seeks to provide high perceived product/service benefits justifying a substantial price premium, usually to selected market segment. In many markets there are described as premium products and are usually heavily branded.
A failure strategy is one which does not provide perceived value-for-money in terms of product features, price or both.
In my opinions, the position of Starbucks is between a broad differentiation strategy and a focused differentiation strategy...
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