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BACKWARD DIFFERENTIATION
DIFFERENTIATION
is one of the competitive strategies expressed by
MICHAEL PORTER
for the first time
“
DIFFERENTIATION
COMPETITIVE
STRATEGIES
COST
LEADERSHIP
FOCUSED
MIXED STRATEGY
YOU CAN MAKE DIFFERENCE IN YOUR
01 Products/Services
02 Value Chain(Raw Materials,Post-Selling Operations etc.)
03 Business logic, methods or technologies
BACKWARD DIFFERENTIATION
THAT TERM MEANS
Making difference by using products,services or
methods again used in the past
“
EXAMPLES
ELVAN SODA
● Elvan was one the most famous soda brand in
Turkey
● But the owner company stopped selling it in 1988
● In 2017, a company bought the rights and start
producing again
● This company targeted middle aged people
firstly who perfectly remember this ginger ale
● The product is currently being sold this year
VOLKSWAGEN BEETLE NEW
● Volkswagen had not been producing classical
version for years
● But it had been bought for years by passionate
people around the World
● The company start selling this new version from
2012 on
● It a perfect example of this strategy.
WHEN YOU GOES BACKWARD
01 Your product/service must be re-designed according to today’s conditions
02 Its market must be segmented properly by You
03 It must meet a market need
STRATEGY SCHOOL

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Backward Differentiation Strategy