Companies such as BMW, Audi, Mercedes, and Tiffany are thrivingthese days because they are expanding their luxury brands into moreaffordable product lines, thus allowing them to offer their premiumbranded products to a wider audience. An example is Tiffany’s $75Heart Tag Charm, the $30,000 Mercedes CLA, and the Audi A3.
Required What type of strategy (cost leadershipor differentiation) is being followed by Tiffany, BMW, Audi, andMercedes? Comment on how effective you think this strategy will befor these firms.
