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MNM4805 ASSIGNMENT 2 2024 Generic Strategy: Differentiation with a Focus on Sustainability and Advanced Technology A differentiation strategy is a business approach where a company seeks to distinguish its products or services from those of competitors £4.52
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MNM4805 ASSIGNMENT 2 2024 Generic Strategy: Differentiation with a Focus on Sustainability and Advanced Technology A differentiation strategy is a business approach where a company seeks to distinguish its products or services from those of competitors
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Module
Strategic Marketing Practice (MNM4805)
Institution
University Of South Africa (Unisa)
MNM4805 ASSIGNMENT 2 2024
Generic Strategy: Differentiation with a Focus on Sustainability and Advanced Technology
A differentiation strategy is a business approach where a company seeks to distinguish its products or services from those of competitors by offering something unique that is val...
Market and Marketing Strategies for the Automotive Industry in South Africa
Overall Generic Strategic Direction
Generic Strategy: Differentiation with a Focus on Sustainability and Advanced
Technology
Differentiation Strategy
A differentiation strategy is a business approach where a company seeks to
distinguish its products or services from those of competitors by offering something
unique that is valued by customers. This uniqueness can come in various forms, such
as superior quality, innovative features, brand reputation, exceptional customer
service, or cutting-edge technology. The primary goal of differentiation is to create a
competitive advantage by making a company’s offerings more attractive to a particular
market segment.
Key Components of a Differentiation Strategy:
Unique Product Features: Companies often differentiate through design,
functionality, or special features that are difficult for competitors to replicate. Apple, for
example, uses innovative design and cutting-edge technology in its products to stand
out in the electronics market.
Superior Quality: Offering higher quality than competitors can attract customers who
value reliability and performance. Luxury car brands like Mercedes-Benz and BMW
emphasize quality craftsmanship to justify higher prices.
Brand Image and Perception: Strong brand identity can set a company apart. Nike,
for example, leverages its brand image of innovation and athletic excellence to
differentiate itself from other sportswear brands.
Customer Service: Excellent customer support or personalized service can
differentiate a company from its competitors. For instance, Zappos is known for its
outstanding customer service, which is a key differentiator in the online retail space.
Innovation: Constant innovation in products, services, or business models can help
companies stay ahead. Companies like Tesla and Google are known for using
innovation as a key differentiator in their respective industries.
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