AN EXPLORATORY STUDY OF COST LEADERSHIP AND DIFFERENTIATION STRATEGY: THE CASE OF LULU HYPERMARKET

The main purpose of this research paper is to study the cost leadership strategy and differentiation strategy and to analyze the benefits of adopting such strategies on Lulu hypermarket. The study also elaborates on the advantages and disadvantages of adopting such strategies for the organization. The study was conducted based on evaluating and assessing various sources of secondary data ranging from published journal articles to research reports as well as reviewing websites and sample case studies covering topics similar to the ones discussed in this research paper. The main findings of the study revealed that adopting a cost leadership strategy is crucial to succeed in a retail industry. However, a hybrid strategy that combines both cost leadership and differentiation aspects can lead to a greater overall performance.