All other things being equal, the "best" generic competitive strategy for a company to employ is a strategy that

seeks to underprice rivals on comparable products that attract a broad spectrum of buyers.

seeks to differentiate product offerings from rivals by offering superior attributes that attract a broad spectrum of buyers.

concentrates on a narrow buyer segment and outcompetes rivals by offering niche members customized attributes.

concentrates on value$-$conscious buyers and outcompetes rivals by offering products at attractive prices.

is well matched to a company's internal situation: underpinned by an

appropriate set of resources, know$-$how, and competitive capabilities: and difficult for rivals to match.