Positioning tool

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Another Beast extension. Thanks for your contribution. Thanks again for this wonderful Extension. Very interesting!

Thank you for your great contribution, and for making it free! I will post a usage example here when i finish a bug with thanks very much italo! Other usage examples; That can be made with this extension :. This event is raised when the component is being dragged.

All in all, strategic positioning is all about establishing a direction in your company vision and proactively seeking ways that vision can be met. You want to devise a clear direction as it will provide you with a clear focus of delivering value to your customers, and do so better than the competition that surrounds you.

By having a strategic direction you can begin to assimilate making things happen. Or at least understand the environment enough to change and adapt. With no strategic plan in place, you will be sure of being that company wondering what just happen.

Which means you have already lost…. For example, after decades of success it only took HMV a few years to go into administration because of the changing landscape of consumer shopping on the internet.

HMV had no idea they needed to adapt and had no idea about the indirect competition. Value proposition is the No 1 tool for you to strategically position your business. Furthermore, it is talked about by everyone from start up influences such as Steve Blanc to corporate monopolies in the fortune The above example is from Convert. But, you can quite easily see how beautiful this example fits to all products. The value proposition is the promise you give to your customers when they buy your products.

Overall, it is the what your customers perceive as important and useful as it will solve a problem of theirs. Okay, so the 3 step STP process model was is a tool spoken about very vigorously by scholars. This is the whole process to understand your strategic positioning. The idea with the STP process is segmenting your customer base so that you can define who to target, and then how to position yourself to the ideal customer you intend to target.

To do this you must first understand ties to understand the competitive landscape and the customer behaviours This is done through the industrial analysis and market research. Once we have all the required information we need to segment the information and then assess which customers we aim to target. From this we analyse the industry and establish the ideal position which we will remain the most competitive.

Overall, by going through the above Six step STP model we will have highlighted what our customers truly value and the solution to that is better than the competition.

Every plan must have clear aims and objectives so that we have some kind of idea that our strategic position is working. The first thing to do when we start any strategic positioning is to set our aims and objectives. When conducting the strategic direction the aims will usually be a quantitative number such as sales for each product.

By having aims set you can measure whether the strategy is actually working, to then make adjustments and improvements for future decision making. The objectives focus more towards the products themselves, as it outlines how we reach those quantitative sales figures.

Moreover, objectives should be set in terms of what products to sell in which markets. Overall, your aims and objectives should be set in all areas of your business so that effective evaluations can be made. The Ansof model us used to establish the best method for taking your products to market. Whereby, there are FOUR ways to do this depending on your situation. This includes: market development, diversification, marketing penetration and product development.

The tools evaluates the most effective positioning that is able to deliver the right value to the customer and in coherence with the organisations capabilities.

Simply put it is adding more features to a product or service and charging more to cover the costs. Each of these companies is superior in their industry from offering the highest quality, durability, style and performance. This is all for a much higher price than the industry standard. In addition, by paying high cost for the best gives the customer the prestige of them having, or evening being the best in some cases.

In terms of trying to scale a business this is the approach to take. Nevertheless, this can better served over time. We should collect data on the existing product and services as well as keeping an eye on the most recent technological advances and learn for extra features or additional products we could sell alongside the current product.

This is a very aggressive positioning strategy as you are adding new features to your product and service for no extra charge to the customer. This requires very clever management by cutting the cost of production, or even sacrificing profit to gain momentum in the industry.

However, Lexus is a good example of offering more for the same approach with no extra production cost. Lexus trained staff and deal with customer care better than its direct competitor such as, Mercedes. They were offering more, by offering a better customer experience but selling the same product as Mercedes.

They also, took a very aggressive approach in their marketing campaign by comparing their offering alongside Mercedes outlining the extra value making them better than their competitor. This is also a very aggressive approach as it can result into price wars, which will eat up your profit margin being the least profitable. Tesco includes a bigger variety, thus differentiating their previous same-for-less approach providing the high competitive advantage.

Pound land also is known for this. They sell all kind of branded items cheaper than the super markets. Ryan air is a perfect example; they are able to offer the cheapest flight prices in the market because they got rid of every benefit; such as beverages, meals and roominess, besides the flight, itself. Premium inn is another good example. They were offering cheaper booking and other digital items including a secure website and payment method, with a return policy. The bundle of benefits grew this small website into the biggest online retail store we seen today.

However, there is a problem amazon faced, they was making a loss for the first five years as their approach was not to make profit, but build a massive customer base and gain trust for the long term. The key to superior performance is to gain and hold a competitive advantage in the market that you aim to serve. This an approach under which a firm aims to develop and market a product that is new in the industry.

Maybe, this product has new features. It could even be stripped of old features for more convenience. Apple offers laptops to the market that do not have a CD drive, but they are thin and lighter to carry on the go. When products are relatively similar in the market, the only way to stand out is by offering the cheapest cost.

It is an approach that a business takes to develop a unique product or service that are unique to target customers. They will offer a differentiated product and brand it pink so it may appeal more to younger women.