Apart from that, differentiation could make the company sustain in the competitive advantage as the organization could make itself differs from the other company do. By creating difficulties of imitation could push competitors far away from itself. (Johnson, Scholes and Whittington, 2008) Each company might have their own signature product or services that others company or organization might not copy easily. They could differentiate themselves based on internal and external affects by technology implement, quality, design, function, durability, service and more. (Dickson and Ginter, 1987) Normally, the group of people in this segmentation might have high expectation and looking for a good products or services. Indeed, the price of the products in this strategy might be higher than the other as the group of people is product-oriented. For instance, Apple doing well in differentiate theirs product. They have a barrier to for the other competitor to copy their product like I-Phone. They have their own operating system which the other smart phone could not acsess their