Sam Walton, founder of Wal-Mart, believed that consumers wanted a store that they could purchase a large variety of items and at a low cost. This company prides itself on striving to maintain low costs, even at the corporate level, in order to pass the savings on to all of its customers. For instance, the offices of the corporate employees of Wal-Mart are very simplistic and basic. There are no frills or unnecessary amenities. Walton believed in passing the low cost on to the consumers and this is how the company has become so successful today.
Differentiation is seen throughout many industries, especially the automobile industry.
Every automobile manufacturer tries to create a vehicle that is unique and stands out from the competition. One prime example is the Maserati . The Maserati is an Italian sports car that is handcrafted and of fine quality. The company strives to us innovative technology for the production of the cars, especially when it comes to the engine, which is extremely sophisticated architecturally. Maserati has also put a great amount of effort in creating the arrangement of the cylinders.