Positioning Strategies for Service Providers by Kai F. Mahnert The following article is concerned with the importance of positioning strategies to a service provider and the associated steps in selecting and supporting such a strategy through the effective management of marketing resources and the development of a competitive advantage through superior quality management. The article is structured into two major sections dealing with a) the selection and b) the support of a firm’s positional strategy
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Corporate Strategy of Asian Paints 1 Identification of Industry Dynamics 7 1.1 Industry description 7 1.1.1 Industry Structure- Decorative: 8 1.1.2 Industry Structure-Industrial Paints: 9 1.1.3 Industry Characteristics: 10 1.1.4 Margins and Industry Attractiveness 10 1.1.5 Decorative Paints industry: Working capital intensive 13 1.2 Segmentation 14 1.2.1 Price based segments in architectural paints 15 1.3 Current Scenario 16 1.3.1 Market Size 16 1.3.2 Growth Rates
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In 2008‚ a marketing and positioning strategy was needed for Cambridge Sciences Pharmaceutical’s (CSP) new weight loss drug called Metabical. Metabical was touted as being a revolutionary weight loss drug with fewer negative side effects than the usual medicinal weight loss remedies. Metabical has many levels of decision-makers – both internal and external. CSP’s senior director of marketing‚ Barbara Printup likely reports to the company’s board of directors for her ultimate authority. Printup
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Positioning Strategies in Business Markets An executive summary for managers and executive readers can be found at the end of this article Positioning strategies in business markets Stavros P. Kalafatis Markos H. Tsogas Charles Blankson Professor of Business Marketing‚ Kingston Business School‚ Kingston-upon-Thames‚ Surrey‚ UK Senior Lecturer‚ Kingston Business School‚ Kingston-upon-Thames‚ Surrey‚ UK Assistant Professor‚ Grand Valley State University‚ Allendale‚ Michigan‚ USA Keywords
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A differentiation strategy is “an integrated set of actions taken to produce goods or services (at an acceptable cost) that customers perceive as being different in ways that are important to them” (Hitt‚ Ireland‚ & Hoskisson‚ 2015). Chipotle’s “food with integrity” mission has been a recurring theme since Chipotle’s inception in the 90s. Chipotle focuses on tastier food that is not only made from fresh ingredients‚ but ingredients that are sustainably grown and locally sourced. Chipotle’s customers
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Advantage and Competitive Strategies: Definitions: A competitive advantage is an advantage over competitors gained by offering consumers greater value‚ either by means of lower prices or by providing greater benefits and services that justifies higher prices. Following on from his work analyzing the competitive forces in an industry‚ Michael Porter suggested four "generic" business strategies that could be adopted in order to gain competitive advantage. The four strategies relate to the extent to
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Selecting an Overall Positioning Strategy The full positioning of a brand is called the brand’s value proposition—the full mix of benefits on which a brand is differentiated and positioned. It is the answer to the customer’s question “Why should I buy your brand?” Volvo’s value proposition hinges on safety but also includes reliability‚ roominess‚ and styling‚ all for a price that is higher than average but seems fair for this mix of benefits. The figure shows possible value propositions on which
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Differentiation is a strategy that creates product that is unique among firms in the same industry in an important way. A differentiator achieved competitive advantage easily upon the ability in providing distinctive products to its customers that satisfy their needs in a way that is different from its competitors (Hill and Jones‚ 2004‚ p160.).This allows the differentiator to charge on premium price for its products. Unlike cost leaders performing cost reduction‚ differentiators manage to increase
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Assignment #2 - Field Trip / Marketing Positioning & Differentiation Lynn Xia January 21‚ 2014 ! ! Analysis on Trader Joe’s Trader Joe’s is a privately held chain of specialty grocery stores headquartered in Monrovia‚ California in Greater Los Angeles. When asked about the target market‚ the founder Joe Coulombe said at the time‚ and again in 1988 when he sold the chain to the Albrecht family‚ that Trader Joe’s aimed for "the educated customer.”1 The person who dips into the health
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The New Beetle Q1. What positioning alternatives were available to Liz Vanzura and her team? What were the advantages and disadvantages of each? Arnold group’s research reveals that the target market for the new Beetle encompassed both Baby Boomers and the younger 18 to 34 year olds (Gen X’ers). This includes a very diverse group of people‚ but their research also showed that potential drivers shared some common characteristics like confidence‚ individualism and a desire to be the center
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