Does Tiger Brand pursue a cost leadership, differentiation or focus strategy? Evaluate its strategic approach in comparison to its competitors. Please explain it and include the references.?

M'tl'I-CASE ON TIGER BRANDS LIMITED 15 TIGER BRANDS S'I'RA'I'EGICAILY READYTD CONIE'EI'EAND COOPERATE? Headquartered in Bryanston, South Africa, Tiger Brands Limited has been one of the largest manufacturers and marketers of food, home and personal care brands and baby products in Southern Africa for several decades. Founded in 1921, the consumer goods company has used expansion, acquisition, and joint ventures to achieve a distribution network that now span across more than 22 African countries. Apart from its operations in South Africa, Tiger Brands also has interest in international food businesses in Chile, Zimbabwe, Nigeria, Kenya and Cameroon. For the period October 2014 to March 2015, Tiger Brands reported a 9 percent increase in operating prot from domestic businesses ; the total group turnover increased by 7 percent to 15.9 billion South Africa Rand, while operating prot before IFRS 2 charges by 7 percent to 1.7 billion South Africa Rand. In 2010, the Competition Commission found Tiger Brands, and its competitors Pioneer Foods and Premier Foods, guilty of anti-competitive behaviour and conspiring to increase the price of bread. However Pioneer settled on a penaltyr of nearly 1 billion South Africa Rand and Premier Foods was granted immunity for cooperating with the commission, while Tiger Brands, despite cooperating had to pay a fine nearly 90 million South Africa Rand. Tiger Brands' statement of vision and mission, posted on their corporate website, include its aim to be the world's most admired brand for consumer packaged-goods in emerging markets Tiger Brands is also workmg toward being a high performing, fast moving company that operates across the globe in several emerging territories