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

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

Quizplus · Accepted Answer

The Yankee Candle Company is differentiating itself from other department store candle brands by offering candles with a much longer burn time, leading customers to pay a higher price. Therefore, the company is following a differentiation strategy.

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