Choosing a Positioning Strategy

Some firms find it simple to choose their positioning strategy. For instance, a firm well known for quality in sure segments will go in a new segment for this position if there are sufficient buyers seeking quality. But in various cases, two or more firms will go after the similar position. Then, each will have to discover other ways to set itself apart. Each of the firm has to differentiate its offer by building a unique bundle of reimbursement those appeals to a substantial group within the segment.

The positioning task consists of three steps: recognizes a set of possible competitive advantages upon which to build a position, picking the right competitive advantages, and choosing an overall positioning strategy. The company have to then effectively communicate and deliver the selected position to the market.