Product / Service Differentiation

Businesses need to differentiate their offering by having a ‘point of difference’ - POD. 

This is related to positioning; how a business aims to have itself perceived by consumers.

Develop and promote product / services to set apart from competitors and position business to appeal to their target market.

Points of differentiation (ways to make your offering different):

• Product Variations: Features, functions, level of customisation (including intangible elements)

• Customer Service: pre-sale, in sales process, and after-sales service (see People Strategy and Human Resources)

• Environmental Sustainability: processes / output that is good for planet

• Convenience: Delivery times, accessibility, proximity

• Social & Ethical Issues: Fair Trade, ethical supply chain, no exploitation 

One of the strategic goals of operations management and an operations strategy too.