When it comes to marketing your business, there are three generic strategies you can use: focus, differentiation and cost leadership. While the cost leadership strategy can be highly successful, it can be can be difficult to employ. It involves marketing your company as the cheapest source for a good or service. This means that you need to minimize your costs and pass the savings on to your customers. By looking at examples of firms that have employed this strategy successfully, you can see how it can benefit your own business.