Marketing Positioning Essay

884 words - 4 pages

Gulfways currently has a solid position in their market. Of course, as in any aspect of business, there is always room to improve the image of their product in the minds of the consumers relative to their competitors. Gulfways positioning can be improved in order to achieve a larger competitive advantage. In order to determine the optimal image position for Gulfways in their market, one needs to consider their current positioning relative to the retailers who promote their products, and the consumer who eventually purchases their products.Gulfways current position in the market in terms of its retail counterparts is that of a moderately low priced scuba equipment provider that offers excellent financial incentives such as a low credit line and the absence of an inventory (see appendix #1). This creates a competitive advantage with its competitors through the use of price and purchasing benefits. This is a good beginning to develop a dominating image on the perpetual map of the scuba equipment market. As Gulfways moves thru the introduction stage of the product life cycle and on to the growth stage, the company needs to begin to think about how to reposition their product in the minds of the consumer in order to increase sales level and grow as a company.Gulfways also has a position on the perpetual map with respect to the final customers opinion. The company's current position with their non-retailer customers is that of a competitively priced firm that also offers quality benefits such as availability and possession utility (see appendix #1). Offering their product at a competitive rate gives every consumer the opportunity to buy their product regardless of the amount of money that the purchaser is looking to spend. This in turn gives every consumer a chance to rate Gulfways product and to place them in a favorable position on their perpetual map. With the opportunity for the consumer to purchase the product at the time or a few days from purchase, this gives the customer a favorable impression of the company, therefore, creating a favorable image and position in the market place. Coupled with this feature is the possession utility that Gulfways offers to the customer. By delivering the product directly to the consumers doorstep, the consumer is given a benefit that is not offered by any other company in the market. This kind of customer service and dedication to the consumer definitely helps Gulfways to favorably position their company in their marketplace. But if Gulfways prefers to shift from a push to a pull marketing strategy, then the company should be prepared to shift their positioning of their product to a more preferred place in the consumers' mind.In order to reposition...

Find Another Essay On Marketing-positioning

Segmentation, Targeting and Positioning in a Marketing Mix

1498 words - 6 pages Segmentation, targeting and positioning are interrelated activities which are important to achieving a successful Marketing Mix. Discuss these concepts in theory and give practical examples of how they can be applied to one industry of your choice Executive Summary It has been observed since the inception of Marketing that marketers target to only specific market and how they identify such market. There are certain criteria or base they use to

Marketing Strategy and future positioning of Gordon Highlander Museum

3376 words - 14 pages implementation by senior managers in GHM.Page1.0Introduction32.0Existing marketing strategy analysis 32.17'P's analysis in GHM2.1.1 Product2.1.2 Price2.1.3 Promotion2.1.4 Place2.1.5 People2.1.6 Process2.1.7 Process2.2Identify overall strategy 7-83.0 Future strategy option 8-94.0 Positioning 9-105.0 Conclusion 106.0Lists of References 117.0Lists of Bibliography 11Gordon Highlanders Museum (GHM) is one of the main local visit attractions in Aberdeen. It has

Identify the methods use to market this new service in relation to market segmentations, targeting, positioning and marketing mix

3650 words - 15 pages , positioning and marketing mix, customer satisfaction level can be increased. The water taxi service is an alternative way route since there is a limitation to the land transportation.Bibliography *McKenna, R. (1988) "Marketing in the age of diversity", Harvard Business Review, vol 66, September-October, 1988.*Steenkamp and Ter Hofstede (2002) "International market segmentation: issues and perspectives", Intern. J. of Market Research, vol 19, 185-213 *Philip Kotler & Gary Armstrong 7 th Edition" Principles of Marketing, Prentice-Hall International, Inc.*Roger Oldcorn " The management of Business" Printed 1997.


844 words - 3 pages Positioning Many people consider marketing as a means to let creative juices flow. In many ways, this can be true. But what many do not realize is that marketing needs common sense and logic to a certain extent. This applies to both internal and external marketing. Companies tend to lose focus – whether it be because it is having a difficult time dealing with high growth or because a few upper management ‘wanna-be’s’ try something bold

Positioning Strategies for Service Providers

1542 words - 6 pages Positioning Strategies for Service Providersby Kai F. MahnertThe 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

Customer-Driven Marketing Strategy

1272 words - 5 pages : market segmentation, market targeting, positioning and differentiating (Refer to Appendix 1, Figure 1). The first step is market segmentation. According to Cravens and Piercy (2009), segmenting markets is a foundation for superior performance and it is important to understand buyer’s needs and wants in designing marketing strategy. It is a process of placing the buyers in a product-market into subgroups and it needs to be considered early in the

IKEA: Target Market and Positioning Strategy

1304 words - 5 pages IKEA: Target Market and Positioning Strategy When analyzing an organization’s target market, the first step is to understand the business and what they hope to achieve through their marketing strategies. Targeting and positioning strategies consist of analyzing and identifying segments within a given product-market, choosing which segment or segments to target, and developing and implementing a positioning strategy for each targeted segment

Role of IMF in Eurozone Crisis

1233 words - 5 pages Date: 28.04.2014Name: Nino GiorgadzeTopic: Chapter 6 - International PositioningI. Chapter Summary 6.1 Elements and definition/ 6.2 Target Consumer IdentificationPositioning - long term strategic marketing tool, which influences consumers' perception of a brand in international markets.The goal of positioning to create a clear perception for the brand in consumers' mind, differentiate it from its competitors and create benefit/value to the

Land Rover North America, Inc with teacher's questions and comments for this case

1232 words - 5 pages marketing (including competitive advantage), segmentation, consumer behaviour, product development, branding, positioning, retailing, personal selling and sales promotion, and pricing.Teaching Objectives-To explore the concept of brand equity;-To illustrate how the organization and execution of retail selling can support a product positioning strategy;-To show how a small company with limited resources can still compete successfully with much larger

Product Lifecycle, Positioning, and Differentiation

764 words - 3 pages In the fast food industry the competition is huge and many times when a niche market is discovered it is a matter of time before competitors notice and "copy, or even improve upon, [the restaurants] unique values or advantages, and therefore the advantage is soon lost" (Voice Marketing, 2009). Understanding the products lifecycle, positioning and differentiation is essential to the restaurants success. If one is ignored the others suffer. Each

How Target Marketing is Performed

1308 words - 6 pages market positioning. The identification process starts with identification of market segmentation, which is getting important in target marketing as it will ease the marketer to select potential consumer based on their choices of purchases and the nature of the respective industry, will help in focusing the market into several segments, such as business process outsourcing, communication sector, Do-It-Yourself sector, fast-moving consumer goods

Similar Essays

Marketing Communication (Brand Positioning) Essay

1887 words - 8 pages , which should be traded off or omitted in the marketing communications.Key Benefit (B) selection for the T-C-B brand positioning decision is accomplished by conducting an I-D-U Benefit Analysis of competing brands in the category. The manager has to select the Key Benefit that is important or motivating to target customers (I), deliverable by the brand (D) and unique to the brand (U) (Rossiter, 2005, p.62). To decide which benefits are important

Marketing: Segmentation, Targeting And Positioning Essay

1845 words - 8 pages Nowadays, Segmentation, Targeting and Positioning (STP) is the most used strategic way in Marketing. It is the prime of the available methods that are applied to create marketing models in practice. This model is beneficial when making marketing communication plans because it aids marketers to prioritize ideas and thereby create and advertise unique and appropriate slogans to communicate with various segments this is a segment based strategy

Strategic Marketing Trough Differentiation And Positioning

920 words - 4 pages Strategic Marketing Trough Differentiation and Positioning Strategic marketing has been defined by Ansoff and McDonell (1990) as the process of positioning the organization to its environment in a way that helps it obtain success and insures it against future obstacles (Ansoff & McDonell, 1990). This is an important element in achieving successful organizations despite the constantly changing environment and customers’ needs. As stated by Tomb

Marketing High Technology: Preparation, Targeting, Positioning, Execution

658 words - 3 pages "Marketing High Technology: Preparation, Targeting, Positioning, Execution" Introducing a new technology offers a marketplace the first opportunity to experience the brand new product. Therefore, the manner in which the introduction is handled is critical. Everything has to come together in what is usually a narrow window of opportunity.In this article, the authors expressing their opinion on how commercialization is the costliest stage of the