Question

Grandpa joe swears by henry ford's targeting strategy, "you can buy a ford in any color you want, as long as it's black." back in the day, ford used to make the same car for all of its customers. Little bobby disagrees. He likes to go on the internet and, using a menu provided by the manufacturer, personally design his cars to fit his exact specifications. Grandpa believes in a _____ targeting strategy while bobby believes in a _____ targeting strategy.

Answer 1

Grandpa believes in the mass marketing targeting strategy whereas Bobby believes in mass customization strategy. In other words the past is all about the quality of one product or ‘one fits all’ , but the future brings more freedom and Apple is a very good example of the second strategy.