Brilliante Pens,a 125-year-old pen manufacturer,markets very high-quality pens,many of which cost more than $1,000 each,to executives globally,always maintaining its reputation of superior value in its narrow market.Brilliante is using a cost-focus strategy.

Question

Quizplus · Accepted Answer

Brilliante Pens is using a differentiation-focus strategy, not a cost-focus strategy, as it emphasizes high-quality and superior value in a niche market rather than competing on price.

Brilliante Pens,a 125-Year-Old Pen Manufacturer,markets Very High-Quality Pens,many of Which