Market maps

Uses a graph to plot competitors and their products to understand competitor behaviour and spot a gap in the market. 

• It allows a business to see who their competition will be and what other products and services are available in the same sector.

• It can be used to identify what segment of the market is unprovided for and lack of producing a product to fill that gap.

Advantages of positioning maps:

- Help spot gaps in the market
- Useful for analyzing competitors
- Encourages use of market research

Disadvantages of positioning maps:

- Just because there is a “gap” doesn’t mean there is demand for the product
- Not a guarantee of success
- Only looks at two variables.
- You can’t conclude qualitative data.