Positioning Strategy Essay

1668 Words4 Pages

Studies and analyses regarding variations between companies performing higher or lower regarding their marketing practices has helped out to assure that a central textbook marketing strategy principle; which is to achieve success regarding that in the long term the products and services of a firm have to be well ‘positioned’ in the market. This paper aims to highlight the common formulations or ‘anatomies’ for strategies and the isolation of some of the most important inclusions that were thought to be really important in achieving success. Just to bring some “flesh on the bones”, this article examines the method through which theory is translated into practice.
A Definition of Positioning Strategy
According to Doyle, (1983) positioning strategy refers to the selection of a marked market segment that shows all the customers a type of business that could seek out to serve and the option of choosing the differential advantage that explains the way it is going to compare against all its competitors in the same segment. It could be said from this definition that a positioning strategy applies mainly at a certain product’s level or/and service, working in the limits of a particular market and the fact that it should not really be mistaken with a wider concept of “corporate” strategy, or with any other concepts that are more specifically related to strategy such due to the fact that it could be related to every individual matter in the marketing mix, such as a “pricing” or “promotional” strategy.
The definition mentioned above shows that every positioning strategy could be fragmented down mainly into three sub-components interrelated to each other:
1) Customer targets;
2) Competitor targets; and
3) Competitive advantage.
As an addition...

... middle of paper ...

...analysis of a comprehensive situation of your competitors, yourselves or your market?
2) Is it possibly built near the significant strengths of your company?
3) Does it have the ability to define your customer targets precisely? With a precise knowledge of all the requirements that come along?
4) Does it appropriately inform you of your competitor targets, showing a coherent kind of competitive strategy?
5) Can it define precisely a competitive advantage that is sustainable?
6) Is it possibly actionable? Is it able to translate itself into a marketing mix of distinctive type?
As noticed earlier, the formulation of a marketing positioning strategy needs dedication and work from the respective strategist, like patience, creativity, ability, imagination and sheer instinct. It also requires awareness that some times, the best strategy might be not to enter the market.

Open Document