Hard Candy is a cosmetics company that markets the Palm Palette-all the make-up a "girl-on-the-go" needs without a cumbersome make-up bag. It comes in three shades: glam, funky, and girlies. Hard Candy targets women who are twenty-something (and to those who are pretending they still are). Which one of Porter's generic business
Strategies does Hard Candy use?

Question

Quizplus · Accepted Answer

Hard Candy uses a differentiation focus strategy by targeting a specific market segment (twenty-something women and those who wish to appear as such) with a unique product offering (the Palm Palette in three distinct shades). This strategy focuses on differentiating within a specific customer segment.

Hard Candy Is a Cosmetics Company That Markets the Palm