Wal-Mart has been very successful with using the lowest price idea. In recent years the Wal-Marts have been switching to superstores. By switching to superstores, Wal-Mart hopes to gain a larger segment of the market. In order to gain a larger segment the superstores are offering more than one service. Wal-Mart knows that if it can have more than one type of store contained within one then its customers will use the one store to fill many of their needs.
Some businesses use differentiation as a competitive advantage.
Ranger boats are a good example of a company differentiating itself from its competitors. Ranger boats have a reputation for being the best built fishing boat. Boats made by Ranger are known to be very durable, and well put together. One of Rangers commercials in the past was showing one of their boats with big chunks cut out of it and the boat still staying afloat. Just one of many examples of how well built their boats are.