What does an integration strategy aim to achieve?

An integration strategy aims to achieve a combination of both differentiation and cost leadership activities. This approach allows a company to provide unique value to customers while also maintaining competitive pricing. By integrating these two strategies, a business can attract a broader customer base since it can cater to various preferences and needs—appealing to customers looking for unique features as well as those who are price-sensitive.

Differentiation involves offering products or services that stand out in the market due to unique features, higher quality, or superior customer service. At the same time, cost leadership allows a company to operate at lower costs than competitors, offering lower prices while still retaining profitability. This dual approach enhances the firm's ability to compete effectively by leveraging strengths from both ends of the strategic spectrum, ultimately aiming for increased market share, customer loyalty, and profitability.

The other strategies, while valuable in their own contexts, do not embody the essence of an integration strategy as effectively. For instance, maximizing market share through low prices is primarily a cost leadership strategy, while offering standard products at lower costs suggests a focus on minimization without the unique elements of differentiation. Lastly, focusing exclusively on niche markets indicates a narrow target approach, which contradicts the broader integration aim of appealing to various market segments.