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Polestar's strategy is to focus on a few specialist markets that offer higher returns rather than trying to compete head on with the many other companies in the mass market. Polestar has invested heavily in equipment (over £35 million between 2000 and 2003) allowing it to provide special services such as stitching free gifts inside magazines or putting gifts such as CDs on the front cover. Below are external web links provided by Polestar Group in relation to their business activities. Subscribe to our newsletter for current business news including lesson plans and activity ideas.

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This page and contents, ©2016 Business Case Studies, is intended to be viewed online and may not be printed. Advertising Agency, Marketing Company, Brand Consultants, Website, Graphic Design, Internet Marketing Firm. A strategy needs to take account of the competitive environment in which the company is operating and the market opportunities that exist.

For example, Polestar has targeted the direct mail segment that has experienced 30% growth between 1997 and 2002, and is continually developing new ways to add value for its clients. Polestar believes that with quality employees, specialised equipment and an innovative, quality approach it can offer companies a service that can enhance their business.

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