A manufacturer of rubber gloves wants to know whether a strategy of undifferentiated, differentiated or concentrated marketing would make more sense in its case. What would you advise?

To determine whether a strategy of undifferentiated, differentiated or concentrated marketing for a product such as rubber gloves would make more sense, the manufacturer would have to look at the market for rubber gloves and distinguish what their needs and wants may possibly be.
Undifferentiated marketing is a ‘market-coverage strategy in which a company might decide to ignore market segment differences and go after the whole market with one market offer’. (Kotler, Brown, Adam and Armstrong, 2001, p.306) Rather than focusing on what is different in the customers’ needs and wants, this strategy concentrates on what is common with other competing products. Undifferentiated marketing is somewhat similar to Mass marketing. ‘In mass marketing the seller mass produces, mass distributes and mass promotes one product to all buyers’. (Kotler et al., 2001, p. 292) For example, a manufacturer of a car business produces a new model that only comes in one colour that he thinks is commo...