Positioning


N's spirit Basic MBA > Positioning

Positioning

Positioning is a kind of method to build competitive advantages of a product compared with competitor's products in a target segment. Factors of positioning have "must", which means a necessary factor a product has and "better", which means a factor customers are satisfied with if a product has

When making positioning map, vertical and horizontal line should be made in terms of not production or R&D but what customers are satisfied with

Positioning


Caution when making Positioning Map

Positioning Map has two factors that are mutually exclusive and important. For example, if price and functions are chosen as factors of Positioning Map, it wouldn't be valuable because these two factors has close relationship. Therefore, it is important to choose two highly independent factors.


How to think of Positioning

Strong impact of "better" factors
The company should think about how it build strong impact in "better" factors. However, "better" is often changeable.

For example, Car Navigation System was a better factor in the past for cars, but it has become must factor recently.


Not imitable position
If the company make unique position that competitors haven't been located but it can easily imitate, its positioning is not profitable. It should make more unique position that competitors cannot imitate.

For example, Honda sold a lot of small bike located in the position for young men living in the city in US market in the past. Then, bikes that US manufacturers sold have the image of virile men or geek in US. Therefore, traditional manufacturers couldn't easily imitate Honda's.


Long-term competitive positioning
Factors of positioning often change with times. If the company temporarily built competitive advantages in a position, it wouldn't be permanent. Therefore, it should consider monitoring position carefully and try to build position where the company can keep competitive advantages in a long term.


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Marketing
Marketing Process
Segmentation
Positioning
Marketing Mix (4P)
Product Strategy
Pricing Strategy 1
Pricing Strategy 2
Pricing Strategy 3
Pricing Strategy 4
Price Strategy for Service
Innovation of Pricing Model
Channel Strategy
Promotion Strategy
Prevention of Competitor's Imitation
Brand Strategy
B2B Marketing 1
B2B Marketing 2
Estimation of Market Size
Estimation of Market Size (ATAR model)
Estimation of Market Size (Logistic curve)
Estimation of Market Size(BASS model)
Stage Gate System


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N's spirit Basic MBA > Positioning

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