Yankee Candle Company offers customers candles that burn for 50-60 hours, much longer than most department store candle brands. Therefore, customers are willing to pay a higher price for these candles. Which of the following strategies is Yankee Candle Company following?
A) Cost leadership
B) Rapid growth
C) Market segmentation
D) Differentiation
E) Stuck in the middle

Question

Quizplus · Accepted Answer

Yankee Candle Company is differentiating itself from competitors by offering longer burn time for their candles, which justifies a higher price point. This is a differentiation strategy.

Yankee Candle Company Offers Customers Candles That Burn for 50-60