UNIT 8 - Influences on a positioning strategy Flashcards
what are the factors influencing a spositioning strategy
where comp are positioned
external enironment
strenghts and competences of the business
WHERE COMPETITORS ARE POSITIONED - when deciding where it want to fit wijthin a makert a bs will naturally assess
where competitors are
WHERE COMPETITORS ARE POSITIONED - when would a bs want to compete with competitors head on
if mkt segment is big enough and bs feels strong enough
WHERE COMPETITORS ARE POSITIONED - in other cases what will a bs deliberatley do
position itself elsewhere in mkt to avoid direct conflict
THE EXTERNAL ENVIRONMENT - External changes can
influence mkt condiitons and where bs need to positon themselves
THE EXTERNAL ENVIRONMENT - many bs have had to become x why is this
environmenally conscious in theri activities
thats what consumers are demanding
THE EXTERNAL ENVIRONMENT - when economic conditions are poor waht can this do to bs
put pressure on them to move towards offer loqwinfg prices
if product is inferior good can mean bad newsd if economy is imporivng
STREGTHS & COMPETENCE OF THE BS - right positioning of a bs depends on
what its able to deliver
STREGTHS & COMPETENCE OF THE BS - there’s no point aspring to a diff strat if
bs cant consistlently deliver higher beenfits than its rivals
STREGTHS & COMPETENCE OF THE BS - to be low cost leader bs must have way of
gettign and keeping costs lower than rivals
STREGTHS & COMPETENCE OF THE BS - managaer must assesss….
where comp adv lies
then pursue this positioninng fully
POSITIONING STRATEGY OT - the strat chisen by a bs is not … and may as well..
fixed
change over time
