Harvard Business School professor, Michael Porter, said that the basic strategic model is based on the relations of the two most important factors - the scope of the target market and competitive advantages. Based on these factors, Michael Porter pointed out three basic competitive strategies: 1) Leadership Strategy through cost savings. 2) Focused strategy 3) Differentiation strategy Previous, differentiation was based on the concept of a unique selling proposition. Now it is not so. Today, with proper marketing of the company's product may be a typical representative of the industry but it will be special in the consumers' mind. Differentiation is that the company is trying to occupy a unique position in a particular industry, giving the product characteristics, which will be appreciated by a large number of buyers. Such characteristics or attributes can be one or more - most importantly, that they are important for buyers. In this case, the company, whose products (thanks to these attributes) satisfy the specific needs of customers, positioning itself in some unique way, and the reward for this uniqueness is the willingness of buyers to pay higher prices for the company's products. Differentiation methods differ from industry to industry. The basis of differentiation may underlie the unique properties of the product itself, especially implementation, specific marketing approaches. For example, companies should have the best design products. They need to provide better quality and often use raw materials that are more expensive. They need to make large investments in customer service and be ready to refuse to some of the market share. Although everyone can recognize the superiority of products and services, offered by the companies, which are on the path of differentiation, many consumers cannot or do not want to overpay for them. Differentiation may refer not only to the product itself, or marketing, but also to the distribution sy