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Running head: STRATEGIC EVALUATION
Business level strategies
Business level strategies emphasize the attainment of market share as well as the
intricacies of customer satisfaction. These strategies look to position the organization
correctly to attain a competitive advantage over the market rivals and competition as well as
to stay abreast of market and industry trends and technological advancements. Essentially, the
strategies look to improve customer satisfaction through response to their respective needs as
well as they look to increase the profit margins ultimately. Ionis Pharmaceuticals are poised
to exploit the two most viable business-level strategies, being cost leadership and
Cost leadership and differentiation
Cost leadership refers to the employment of aggressive tactics of winning over clients
and customers and looking to command a better market share through the application of these
methods. For instance, competitive pricing is a method that is applicable in the
pharmaceutical industry in endearing clients towards a company's product. Being a pioneer
player in the antisense therapy sphere, Ionis Pharmaceuticals applies the strategy of cost
leadership to win over customers. Because the company has a vast investment in
infrastructure, structures, and systems, they can cut on their prices so that they gain favour in
the eyes of the market (Phaal et al, 2015).
Differentiation, on the other hand, refers to the process of adding value ...