Marketing Strategy: Husky's Competitive Strategy

Husky adopted a differentiation strategy. It offered the fastest, high-performance products of premium quality in the industry and charges a premium for them. High quality was integral in Husky’s strategy, as Husky wanted to build the best injection molding systems out there and offer it to its customers. This helped Husky sustain its reputation and brand image as the leader in the industry. Compared to its competitors, speed was something Husky had an advantage at. Husky’s thinwall system could mold the same number of margarine containers at a shorter cycle time compared to its competitor. With all the desirable attributes of Husky’s systems, buyers perceived Husky’s machines as superior as compared to others in the market and this possibly led to a base of loyal consumers. With loyalty in place, buyers were less price sensitive and Husky was able to charge a premium due to consumer’s increase in willingness-to-pay.

The scope of Husky’s strategy was

One key area which contributed to Husky’s success was its first-mover advantage from being the first to move into the PET market. The market was still small, but was rapidly growing as soft drink makers were switching to plastic bottles. Husky was quick at innovating new high-technology products and supported this with R&D. These attributed to the high obstacle for rivals to enter or overtake Husky’s niche positioning. Rivals who try to imitate Husky’s products would find it difficult as Husky’s innovation was on the go with new products and new technologies.

Husky has a well-established history for producing systems that are of high quality and is known for its great service. This led to a strong reputation of the brand and reputation is important for new buyers as well as loyal buyers and they would trust Husky on its offerings, in terms of products and service and stick to Husky even when compatibles