Page 4: Conclusion
The Polestar Group's customers need to spend their marketing budgets effectively to achieve their desired results - for example more sales of magazines or a higher response rate to a mailshot.
To achieve their goals companies are looking for innovative methods of promotion such as writing personally to customers, including free gifts or having an unusually designed cover. To do this they need specialist printers, which is where Polestar comes in.
Polestar does not seek to be like other printers - it aims to differentiate its service. Its strategy seems to work: in a market full of small printers it stands out with the scale of its operations and it is now one of the largest printing companies in the world.