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 2
006, 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.
