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What were the weaknesses of Swissair's differentiation strategy.
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Marketing Assignment Hand in Date - 28th March Ruth Louise Fenton 020557793 Marketing and Management - 1st year. 1) What were the weaknesses of Swissair's differentiation strategy (20 marks) Differentiation is a generic strategy aiming to create an edge over rivals and have a differentiation package that is sustainable over time. As markets become more competitive, organisations strive to differentiate themselves from the competition. The aim of differentiation is to create an edge over rivals and to have a differentiation package that is sustainable over time. This can be 'real' (e.g. product design feature) or 'imaginary' (a strong brand image). People have to believe there is a difference. Swissair were recognised as the best airline however this was not sustained due to the collapse of the airline. An additional point to consider is that consumers may question the value offered for a price premium. Swissair offer leather seats and gourmet meals to the...
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