Many businesses choose to restructure over time and use varying strategies to advance and distinguish themselves in the marketplace. If you want to increase profits without high risk or lowering your prices, consider creating a differentiation strategy. In this article, we discuss what a differentiation strategy is, how to create one and how a differentiation strategy can benefit your business.
What Is A Differentiation Strategy?
A differentiation strategy is a marketing strategy where a company chooses to differentiate itself from the competition and focus on a specific market. A differentiation strategy tends to create a unique identity for a business.
Why Would A Company Choose A Differentiation Strategy?
A company chooses to use a differentiation strategy to set itself apart from other businesses that sell comparable products. A company that wants to differentiate itself from its competition has three ways it can go about doing it:
Improve The Product.
A company can improve its product, or it can figure out ways to make its product stand out in the market. For example, a running shoe company can focus on designing a product that is eco-friendly or that has a unique design.
Provide Better Customer Service.
Some companies provide better customer service than their competitors. For example, you may prefer a pharmacy that provides quality service and treats you like a person instead of an anonymous face.
Invest In Customer-Driven Marketing.
A company can invest in customer-driven marketing to focus on what the customer needs and wants. For example, an electronics company may invest in finding out the best way to package and ship its products to customers.
What Are The Advantages And Disadvantages Of Creating A Differentiation Strategy?
There are many advantages that a business can have if it creates a differentiation strategy. The benefits of a differentiation strategy include:
Less competitive pressure from the marketplace. If a company does not have to worry about competing with other businesses, it is less pressured to lower its prices to attract customers.
A company can provide services that it is truly passionate about. The CEO of a company that uses a differentiation strategy has the ability to provide a product that is made with real passion.
Potential for leadership. A company that uses a differentiation strategy can strive to become leaders in their industry.
How Can A Company Create A Differentiation Strategy?
A company can create a differentiation strategy by strategically selecting one aspect of its business. This can range from quality, price, service or how it presents itself. Here is how a company can create a differentiation strategy:
Think About The Unique Qualities Of Your Business.
A company should first identify what makes it stand out from the competition. Next, that company looks for ways to make use of these characteristics.
What One Aspect Of Your Business Did You Choose To Focus On?
The company must decide which area of business it wants to focus on. It can choose from quality, price, service or presentation.
Express Your Uniqueness Through Your Advertising And Marketing
A company must use their advertising, as well as the marketing methods employed, to express what makes it unique.
Offer The Best Service Possible.
A company should try to provide the best service it can to maintain its differentiation strategy. A company that dedicates itself to providing quality service will reap the benefits of repeat and referral business.
Keep Your Customers Happy.
A company must make sure they keep their customers happy in order to stay on track with their differentiation strategy. If unhappy customers talk to each other and share their negative experiences with their friends, they may hurt the reputation of a company.
Develop Your Differentiation Strategy.
A company must develop its own strategy for its differentiation strategy. For example, if a company’s goal is to become a high-quality company, the owner should make a detailed, strategic plan for how it can achieve that goal.
Know Your Customers And What They Want.
In order to create a successful differentiation strategy, it is important to know your customers and what they want. For example, if your customers are knowledgeable about the products they buy, you should seek customer feedback in order to optimize your products or services.
Why You Should Use A Differentiation Strategy
By creating a differentiation strategy, a company can increase its profit margins without having to compromise quality. Here are the advantages of using a differentiation strategy:
It improves the customer experience. Many customers prefer to deal with different companies because of how the company treats them. Creating a differentiation strategy puts a company in a position where its customers care about the treatment they receive
A company can charge higher prices for its products. A company that allows its uniqueness to shine through has the ability to charge higher prices for its products and services.
It Allows A Company To Gain A Competitive Edge.
By having a differentiation strategy, a company can gain a competitive edge over other businesses in its area.
It keeps your customers coming back. Customers like to go somewhere where they get quality service and good value for their money. By providing these things, customers receive great customer service and keep coming back for more.
It Reduces The Risk Of Market Saturation.
By creating a differentiation strategy, a company can reduce the market saturation for products in its industry. For example, if you are an entrepreneur who owns a coffee shop, your competition may be another coffee shop that is down the road from you. You can differentiate yourself from this company by providing quality coffee and kind service, which will set you apart from the competition and allow you to avoid becoming a commodity like your competitor.
In the end, the customer-driven marketing strategy, which is one component of a differentiation strategy, may be one of the best strategies that a company can use to grow their business. For example, few business owners would argue that putting the customer first improves the success of their business.
Creating a differentiation strategy can also help the company reduce its competition. For example, if you are trying to start a business that provides quality catering and you know other companies in town offer similar products, you must find a way to stand out. One way to do this is with a differentiation strategy. By standing out from the competition, a catering company can increase its chances of success.
A differentiation strategy can take many forms. For example, a company can be differentiated by providing a great product, excellent service or good value. It is up to the entrepreneur to decide the strength of his business and what will make his company stand out from the competition.