The Porter’s generic strategies are defined by basic approaches to strategic planning that can be adopted by any firm in any market or business to improve its competitive performance edge. The three fundamental marketing strategies that are thought of as different, are not mutually exclusive are differentiation strategy, focus strategy, and low cost strategy (www.businessdictionary.com).
The first approach is called cost leadership which is better known as no frills just best deals concept. This concept is often a consumer’s delight. Because as consumers’ we like receiving great services at lost cost. The second is differentiation which creates a uniquely desirable products and services. Third is focus which is offering a specialized service in a niche market. A good niche has five qualities to them and they are as follows. It will take you where you want to go. In other words, it conforms to your long-term vision. Usually someone else wants it namely, customers. It carefully planned. It’s one of a kind “the best one in town”, and it evolves, allowing you to develop different profit centers and still be able to retain the core business which commonly ensure long-lasting success (www.entrepreneur.com) and according to the daily news U.S airlines has always had a clear cut strategy that if you can’t be number one or set a serious presence, then why be there? (www.dailynews.com)
Lastly according to the Porter’s strategies to become effective, the business goals, objectives, culture and activities must be consistent with the organization’s strategy. Bottom line up front to those in the MIS field this means that all information systems in the business must reflect and facilitate the business competitive strategy.

References: www.businessdictionary.com www.entrepreneur.com