Strategy, competitive advantage and the promotional mix
A Polestar Group case study

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Page 2: Strategy

A company's strategy is its long term plan to achieve its objectives. A strategy needs to take account of the competitive environment in which the company is operating and the market opportunities that exist. Polestar's strategy aims to focus on having the best people and the best machinery and on achieving consistent high quality by:

  • meeting delivery schedules
  • ensuring the quality of product
  • providing high levels of service
  • being innovative
  • understanding customers' needs.

Polestar's strategy is to focus on a few specialist markets that offer higher returns rather than trying to compete head on with the many other companies in the mass market. For example, Polestar has targeted the direct mail segment that has experienced 30% growth between 1997 and 2002, and is continually developing new ways to add value for its clients.

Polestar has invested heavily in equipment (over £35 million between 2000 and 2003) allowing it to provide special services such as stitching free gifts inside magazines or putting gifts such as CDs on the front cover. Polestar believes that with quality employees, specialised equipment and an innovative, quality approach it can offer companies a service that can enhance their business.

Polestar Group | Strategy, competitive advantage and the promotional mix