Yankee Candle Company offers customers candles that burn for 50-60 hours, much longer than most department store candle brands. Therefore, customers are willing to pay a higher price for these candles. Which of the following strategies is Yankee Candle Company following?

Differentiation strategy T/F

The correct answer is: True.

Explanation:

To begin with, the ''differentation strategy'' is a type of strategy established by Michael Porter that focuses in the difference that the company has in comparison with the other companies. Moreover, this type of strategy used in the business world has its main purpose in making the product or service of the company unique among the others so that the company owns a characteristic that makes the product to be better so that the customers will have a preference for it instead of the competitors' products.

To continue, in the case presented above where the Yankee Candle Company has a product that last longer than the products of the competitors then it was using a differentation strategy in order to obtain the best profits they can.