POSITIONING

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POSITIONING

IDENTIFIES THE BENEFIT & PRICE COMBINATION PRODUCT RELATIVE TO COMPETITORS.

TARGETED SEGMENT (FAMILIES) MANAGERS CONSIDER POSITION OF BUSINESS IN MARKET - HOW PRODUCTS RECIEVED?

MARKET MAPPING SHOW POSITION. MANAGERS IDENTIFY TWO KEY APSECTS TO JUDGE E.G. GREAT VALUE OR EXPENSIVE

HOWEVER LESS / SAME BENEFITS AS RIVALS = UNCOMPETITIVE

HIGH QUALITY LOW PRICE NATURALLY HARD 

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INFLUENCES ON POSITION

STRENGTH: BUSINESS LARGE - GOOD NEGOTIATION / LINKS E.G. AMAZON MANAGE INFO EFFECTIVLEY - DEVELOPED EFFICENT PROCESS HUGE BUYING POWER - LED LOW PRICE PROVIDER - BUSINESS HIGHLY SKILLED EMPLOYEES & RESOURCES & SYSTEMS ENCOURAGE DEVELOPMENT OF IDEAS E.G. GREATER BENEFITS - APPLE

COMPETITION: BUSINESS POSITION MARKET DEPEND ESTABLISHED FIRMS OFFERING. MANAGERS PRODUCE MAP INDENTIFY WHAT EXISTS.

MARKET CONDITIONS: EXTERNAL INFLUENCES ANAYLYSED PEST-C E.G. ECONOMY RECOVERS LOW COST ARILINES RECONSIDER POSITION - ADD MORE BENEFITS

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POSITIONING & COMPETITIVENESS

COMBINATION BENEFITS & PRICE RELATIVE COMPARED OTHER BUSINESS DETERMINE COMPETITIVENESS

OFFER FEW BENEFITS THAN RIVALS - COMPETITIVE - AS LONG LOWER PRICES

OFFERS SAME / LESS - CHARGE HIGHER = UNCOMPETITIVE

IDEALLY HIGH BENEFITS & LOW PRICE

BENEFITS INCURS ADDITIONAL COSTS

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