Companies using “Focus Strategy” – incorporating ethics for differentiation

When asked to name a few companies that uses the “Focus Strategy”, a strategy that targets a niche market by differentiation or cost advantage, a few companies immediately came to my mind. Such companies include: TOMS, Frog Box, and Ten Tree Apparel. All three of these companies uses the “Focus Strategy” by , targeting a very specific (narrow) market- consumers that uphold and value the importance of ethics.

TOMS

Founded in 2006, this shoe company is popular for its excellence in corporate social and environmental stewardship. The company adopts the “One for One” principle, “With every product you purchase, TOMS will help a person in need.” To date, TOMS has provided over 10 million pairs of shoes in over 60 countries, restored sight for 200,000 people in over 5 countries. TOMS has recently initiated a water project to provide clean water for communities in need.

Frog Box

Frog Box is a moving company that provides a cost effective and environmentally friendly alternative to using cardboard boxes for moving. The company rents out reusable moving boxes and supplies and does moving services at a competitive price. The company donates “1% of gross revenues to frog habitat restoration”.

Ten Tree

Ten Tree is an apparel company that strives to commit: stewardship, transparency, and community involvement. The company vows to plant 10 trees for every purchase made.