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How To Build Product Differentiation Strategies

Yan, Xinqi LU and Zhang, Yiting LU (2021) MGTN59 20211
Department of Business Administration
Abstract
The consumer electronic industry has developed a great deal over the past fifteen years. The drone industry is one example of the development of the consumer electronics industry, with drones being applied not only to aerial photography but also to agriculture, surveying, and mapping, among many other purposes. With this trend, investments have influx and the competition have grown in the drone industry. To tackle these challenges, a company must use differentiation strategies to make a product stand out in the market. Hence, the authors strive to understand how and what are the influential factors that lead to product
differentiation in the consumer electronics industry. To answer the research question, the
authors have chosen one... (More)
The consumer electronic industry has developed a great deal over the past fifteen years. The drone industry is one example of the development of the consumer electronics industry, with drones being applied not only to aerial photography but also to agriculture, surveying, and mapping, among many other purposes. With this trend, investments have influx and the competition have grown in the drone industry. To tackle these challenges, a company must use differentiation strategies to make a product stand out in the market. Hence, the authors strive to understand how and what are the influential factors that lead to product
differentiation in the consumer electronics industry. To answer the research question, the
authors have chosen one company, DJI, one of the top drone companies, as a case company to
investigate into as a case study approach. Selected managers from different departments were interviewed to hear from a range of perspectives. The secondary data was extracted from the Internet. The empirical data was collected in late April and May 2021. The findings from the case study were based on determining factors, indicating DJI has completed a loop-locked value chain and succeeded in product differentiation by developing core technological capabilities, keeping optimal product qualities, adopting competitive prices with wide product range, being active in marketing promotion and keeping good relations with global customers. Along with the research, the authors have discovered limiting factors with policies and regulations, market financial situations and internal management levels to be the problematic obstacles in differentiation. (Less)
Please use this url to cite or link to this publication:
author
Yan, Xinqi LU and Zhang, Yiting LU
supervisor
organization
course
MGTN59 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Differentiation strategy, Differentiating Factors, Technological capabilities, Customer relations, Quality, Price, Marketing
language
English
id
9051436
date added to LUP
2021-06-22 08:58:36
date last changed
2021-06-22 08:58:36
@misc{9051436,
  abstract     = {{The consumer electronic industry has developed a great deal over the past fifteen years. The drone industry is one example of the development of the consumer electronics industry, with drones being applied not only to aerial photography but also to agriculture, surveying, and mapping, among many other purposes. With this trend, investments have influx and the competition have grown in the drone industry. To tackle these challenges, a company must use differentiation strategies to make a product stand out in the market. Hence, the authors strive to understand how and what are the influential factors that lead to product
differentiation in the consumer electronics industry. To answer the research question, the
authors have chosen one company, DJI, one of the top drone companies, as a case company to
investigate into as a case study approach. Selected managers from different departments were interviewed to hear from a range of perspectives. The secondary data was extracted from the Internet. The empirical data was collected in late April and May 2021. The findings from the case study were based on determining factors, indicating DJI has completed a loop-locked value chain and succeeded in product differentiation by developing core technological capabilities, keeping optimal product qualities, adopting competitive prices with wide product range, being active in marketing promotion and keeping good relations with global customers. Along with the research, the authors have discovered limiting factors with policies and regulations, market financial situations and internal management levels to be the problematic obstacles in differentiation.}},
  author       = {{Yan, Xinqi and Zhang, Yiting}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{How To Build Product Differentiation Strategies}},
  year         = {{2021}},
}