Differentiation Strategy: A strategy whereby companies attempt to gain competitive advantage by offering value that is not available in other products or services.

Tom wants to start a pizza business. Understanding the pizza industry, product or service differentiation is critical to creating a successful business. What need does he attempting to fulfill? Is there a demand for his product or service and how does he idea differentiate itself from what is already out in the industry? Why customers will want to buy his product or service?