Differentiation strategy

One of the three generic marketing strategies proposed by Michael Porter for a business. Under this strategy the business concentrates on achieving superior performance in an important customer benefit area valued by large part of the market. The company cultivates those strengths that will contribute to the intended differentiation. Thus the company seeking quality leadership, for example, must make products with the best components, put them together expertly, inspect them carefully, and effectively communicate their quality. Intel has established itself as technology leader in microprocessor market.