Strategies Planning

Introduction

This essay will assess the type of generic business level strategy used by Ecowash Mobile through an analysis of five academic papers. The essay will commence through a definition of a differentiation strategy. The essay will then look at the aspects of Ecowash Mobile that indicate that the company is deriving its competitive advantage from a differentiation strategy. The essay then looks at the relevance of the articles to Ecowash Mobile. This is followed by a summary of the articles. The articles are critiqued and then the understanding that is gained from the articles is applied to the company.

Ecowash Mobile and differentiation

The differentiation strategy seeks to provide a special product or service to the customer (Hanson et al 2010). The product that is provided is often non-standard (Hanson et al 2010). The differentiation strategy provides the opportunity for the company to command a premium price in the marketplace (Hanson et al 2010). This business-level strategy should seek to provide a competitive advantage in the market place (Hanson et al 2010). Ecowash Mobile provides professional car cleaning and detailing products that do not use water (Weaven et al 2011).

The basis of the competitive advantage is that the product produces a quality finish and in environmentally friendly (Weaven et al 2011). The company provides a range of products and services for a variety of consumer groups suggesting that the company is not pursuing a focused strategy (Weaven et al 2011). The company provides a wide range of cleaning products for all forms of transport and for a wide range of customers including consumers, companies and government agencies (Weaven et al 2011). A strong focus on customer service was integrated with the provision of the service (Weaven et al 2011).

The company seeks to establish itself as the leader in environmental sustainability (Weaven