please answer both parts a) & b)

3. a) "A firm must choose between a cost-based strategy and a differentiation strategy to avoid strategic mediocrity and below-average performance". What are the main drivers of each strategy? With the aid of a clearly labeled 2x2 matrix explain, with examples, this statement and discuss the main differences between a cost-based and differentiation strategy. Under what conditions a firm might simultaneously pursue both cost-based as well as differentiation strategy? b) Explain how a small manufacturer of highly differentiated luxury chocolates from a relatively small country, say, Switzerland, with small domestic market can become a global firm by exploiting scale economies through clever segmentation