One strategy to win the competition is differentiation strategy. Differentiation strategy highlights the striking difference in its brand with competitive brands. Product differentiation may come from a variety of factors, including product quality, product features, durability, reliability, exceptional product design, reliability, easy to fix and styles. Consisting of product quality and quality of performance quality conformity. Quality refers to the level of performance where it operates the product characteristics. Is the product low performance levels, on average, high or super. IBM, using a product differentiation strategy based on the quality of performance. IBM is the world's 19th ranked companies based on revenue and the company's first ranking of the world computer industry and office equipment Fortune magazine. Companies that have a philosophy of respect for the individual, providing the best customer and carry out all tasks with the idea that everything can be achieved with a superior way. IBM is committed to technology companies that are not inexhaustible in quality. IBM Thinkpad Transnote is a product of the award-winning "For Technological Excellence" category for the PC from PC Magazine in the year 2001.Sedangkan quality level of fitness is where all units produced are identical and meet the specifications for the promised target. Buyers typically expect a high level of fitness. BMW uses a product differentiation strategy based on high quality match. The special characteristics of the product is equipped with the function of the product. Most of the products offered by its characteristic.
Microsoft uses the product differentiation strategy based privileges. Microsoft is a company that ranked the three most amazing world in Fortune magazine's 2002 version. In the year 2001 issued a new product, namely Windows XP, Windows 2000 kernel, which is Microsoft's operating system the most stable. Privileges Windows XP, among others, its stability, using a new wizard that is easy to configure settings in the Internet and network seashell, and the addition of plug and play facilities are increasingly varied. Besides, Windows XP includes a software "firewall" for security. Windows XP as the winner of the award "for Technical Excellence" for the category of desktop software from PC Magazine in 2001.Rolex use product differentiation strategies based on product durability, which is a measure of the age of the expected product operation under normal conditions and / or weight. Buyer durability is very important. Does your company want to make product differentiation or death?