Strategic Marketing Trough Differentiation and Positioning

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Strategic Marketing Trough Differentiation and Positioning

Strategic marketing has been defined by Ansoff and McDonell (1990) as the process of positioning the organization to its environment in a way that helps it obtain success and insures it against future obstacles (Ansoff & McDonell, 1990). This is an important element in achieving successful organizations despite the constantly changing environment and customers’ needs. As stated by Tomb & Seamons (2013), a company needs 4 steps of processes in order to create high customer value and achieve profitable customer relationships, segmentation, targeting, differentiation, and positioning. This process will help decides which customers they will serve through segmentation and targeting and how they do it through steps called differentiation and positioning. This paper focused on differentiation and positioning steps in marketing strategy.
Differentiation is a broad term and is described as creating a significant different in the company's market offering to give a superior customer value. In other words, differentiation is the ability for a company to show its special quality instead of being similar to its competitors thus losing its own color. Differentiation is really necessary when the market is competitive or saturated but there are still some underserved needs of the customers that need to be catered (Porter, 1985).
A perfect case to show a differentiation strategy is the introduction of iPhones by Apple. Apple established clear differentiation with their famous tagline “Think Different” in 2007 when iPhone was launched as a new business. Steve Jobs mentioned in 2007, “iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile pho...

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...o successful, newspaper article, 7 May 2012, TIME Tech, . viewed 18 March 2014
• Alastair Tombs, & Owen Seamons, 2013. Foundations of Marketing 2nd Edition: 132-136. Sydney: Pearson Australia
• The Times 100: Business Case Studies, n.d,. Developing new products: A Gillette case study. . Viewed 18 March 2014
• Forbes, 2013. World’s Most Valuable Brands. . Viewed 18 March 2014
• Porter, Michael. E., 2014. Porter's Generic Competitive Strategies (ways of competing), book, 1985, Institue for Manufacturing, Univeristy of Cambridge,
• . viewed 18 March 2014

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