Positioning strategy
Positioning strategy helps you to understand your organisation's current, and possible future, position in the market, as compared to your main competitors.
As well as showing you your market status, more importantly, it tells you how your customers see you. By choosing the appropriate variables for the axes (in the diagram above we have chosen Value–Quality and Specialist–Mainstream, you need to choose titles that are relevant to your market), you can quickly get an idea of the image that is projected into the mind of your customer.
Once you have established where you and your competitors are, you can then decide if it would be advantageous to either change your position (as shown in the diagram above), or to expand into another area of the market.
It is at the point where you have decided to either change position or expand that you need to hire a design company who will know the best way to communicate, both verbally and visually, the concepts of variables such as quality and value, and specialist and mainstream.
