A 2 by 2 grid showing Porter’s Four Generic Strategies. If your scope is the total market and your competitive advantage is cost, you should use cost leadership. If your scope is a niche market and your competitive advantage is cost, you should use cost focus. If your scope is the total market and your competitive advantage is differentiation, you should use differentiation. If your scope is a niche market and your competitive advantage is differentiation, you should use differentiation focus.
