Which of the following positioning strategies best describes BIC’s strategy?

BIC Company’s product catalog has three categories: stationery, lighters, and shavers. BIC is best known for making ballpoint pens. The company has refined the machines and manufacturing processes to manufacture pens in mass production while assuring high quality. BIC can offer its products at lower prices than its competitors. For example, its razor blades priced lower than Gillette’s and ballpoint pens less expensive than those offered by Cross or Waterman. Which of the following positioning strategies best describes BIC’s strategy?

a.Differentiation

b.Cost leadership

c.”Stuck in the middle” – neither cost leadership nor differentiation

d.All of the above