He recommends three generic strategies to out-perform competitors or maintain a market position against competition. This may revolutionise a firm where industry competition has been sluggish.
Differentiation can earn above average profits even in slow growth or declining market.
Premise - we can service a narrow target more effectively than rivals who compete more broadly. Low cost and differentiation will still be required for the niche. The Porter recommendation is to avoid getting caught in the middle Do not lose sight of strategies B and C because A is chosen. Strategy is not something to look at in isolation. It must satisfy as many aspects of the business as possible - short and long term .