A marketing strategy that will position a company's products and services against those of its competitors in the minds of consumers. To achieve positioning success it is suggested that there are four basic competitive strategies that a company can follow. The three winning strategies are:
• cost leadership - the company tries to achieve lowest costs of production and distribution;
• differentiation - making use of specific marketing mixes (see differentiated marketing);
• focus - paying attention to a few market segments. The fourth strategy is a losing strategy in which a company pursues a middle-of-the-road path. Companies that try to be good at everything are rarely particularly good at anything.

Big dictionary of business and management. 2014.

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