Question

Bruce wanted to open a coffee shop. He knew his coffee was way better than anything Starbucks could do because he ran taste tests with people in the neighborhood. He found that people in his area preferred their coffee with just a hint of cinnamon in it. When he opened his first store across the street from a Starbucks store, he ran advertisements claiming "Bruce's Brew is the spice of life," and offered a coupon good for a free cinnamon grinder with purchase of Bruce's Best. Bruce is using a _______________ positioning strateg

Answer 1

Head to Head

Step-by-step explanation:

There are two types of market positioning strategies:

Head to Head: Where a company offers a service or goods similar to goods or services provided by other companies. They compete by selling the same goods or service.

Differentiation: Where a company offers goods or services which are unique. No, other competitor exists.

Here, Bruce is providing a similar goods or service that Starbucks is providing. So, he is competing with them. Hence, he is adopting the Head to Head strategy.