A firm following a differentiation strategy attempts to convince customers to pay a premium price for its good or services by providing unique and desirable features.

1. Differentiation
Strategic Management

2. Prepared By
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Manu Melwin Joy
Assistant Professor
Ilahia School of Management Studies
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com

3. Business Level Strategies
• Business-level strategy
addresses the question of
how a firm will compete
in a particular industry.
• It is a general way of
positioning a firm within
an industry.

4. Business Level Strategies

6. Differentiation
• A firm following a
differentiation strategy
attempts to convince
customers to pay a
premium price for its good
or services by providing
unique and desirable
features.

7. Examples of Differentiation
• Apple - Steve Jobs said
this about the difference
between Dell and Apple:
Apple and Dell are the
only ones in this industry
making money. They
make it by being Wal-
Mart. We make it by
innovation.

8. Examples of Differentiation

9. Examples of Differentiation

10. Examples of Differentiation