Overall, in my judgement, whilst operating at low cost in a mass market is often

important, it is not essential in order to be competitive.  I justify this view because of the
strength of the evidence from my counter argument - that a strategy of differentiation can be
highly effective in many mass markets. Most mass markets do not involve products that are
"homogenous" (i.e. the same and incapable of differentiating from one another).