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Understanding Strategic Positioning

This document discusses strategic positioning for a business. It states that a strategic position should drive communication, initiatives, and express organizational values and culture. It also differentiates the business from competitors and resonates with customers. Some strategic position options discussed are being the quality player in a defined product space, the value option, the pioneer, having a narrow product focus, or targeting a specific customer segment. The document provides examples of companies that exemplify different strategic positions.

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manishmisra
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108 views9 pages

Understanding Strategic Positioning

This document discusses strategic positioning for a business. It states that a strategic position should drive communication, initiatives, and express organizational values and culture. It also differentiates the business from competitors and resonates with customers. Some strategic position options discussed are being the quality player in a defined product space, the value option, the pioneer, having a narrow product focus, or targeting a specific customer segment. The document provides examples of companies that exemplify different strategic positions.

Uploaded by

manishmisra
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Strategic Positioning

You do not merely want to be considered just one of the best of the best. You want to be considered the only ones who do what you do.

- Jerry Garcia The Grateful Dead

You cannot make a business case that you should be who youre not. - Jeff Bezos Amazon

The secret of success is constancy of purpose. - Benjamin Disraeli

A Strategic Position Should Be:

Strategic

The face of the business strategy


Defined relative to competitors and to the

market
Logically and/or emotionally resonant with customers and relevant to the market

Strategic Position
The Face of the Business Strategy

Differentiate from Competitors

Resonate with Customers

Strategic Position
Drive the Communication Program
Figure 11.1

Drive and Guide Strategic Initiatives

Express the Values and Culture of the Organization

Strategic Position Options

The quality player with a defined product space

The value option


The pioneer

A narrow product focus


A target segment focus

Strategic Positions
Strategic Positions
The best Value Pioneer

Firms


Accenture, Saks Hyundai, Mydiscountbroker

Product focus Target segment Product categories Product attributes Product line scope

Boeing, Bank of America Lets-go-fly-a-kite, Aamco Gerber, Gold Violin Gatorade, Oracle Volvo, Crest Amazon, Barnes & Noble

continued
Figure 11.3

Strategic Positions
Strategic Positions
Organizational intangibles

Firms
HP, Kaiser Hospital MTV, Hallmark GAP, Mercedes Nike, Nordstrom Lane Bryant, Oprah Harley-Davidson, Tiffany VISA, Avis

Emotional benefits Self-expressive benefits Experience Contemporary Personality

Competitors

Figure 11.3

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