One of the prime exponents of the differentiation strategy is IBM. The company focuses on a relatively limited range of technological products and services with relatively high quality but at a premium price. The company has a diversified range of products and services which includes laptops, mainframe computers, servers and various other activities related to computers. In 2004, IBM made a strategic alliance with Lenovo and this has led to formation of the 3rd largest pc supplier and manufacturer in the globe (Gongla & Rizzuto, 2006).
Within fast food industry, Burger King is a company which has successfully adopted a differentiation strategy and has made a name for itself. An important way through which a brand can differentiate itself is by producing superior product and service quality and Burger king has just done that. Burger King has been successful in differentiating itself from other fast food products as its strategy focuses on marketing and promoting its brand as it simultaneously produces high quality products. Burger King has stressed on the importance of high quality “flame-broiled” burgers within its advertisements (Shimizu, 2009). Though the company’s products are relatively more expensive than its competitors, it is highly important to realize the fact that customers emphasize on the fact that superior quality can always overpower rivals. By adopting an aggressive differentiation strategy and developing a highly distinctive food process, the company has been able to dictate on its own terms rather than competing with other fast food chains.