A Positioning Strategy

Some firms find it easy to choose their positioning strategy. For example, a firm well known for quality in certain segments will go for this position in a new segment if there are enough buyers seeking quality. In many cases, two or more firms will go after the same position: for instance, Rritish Airways and Lufthansa in the European business market. Then, each will have to find other ways to set itself apart, such as Lufthansa's promise of reliability and wider scats, and BA's spacious cabins and executive lounges. Each firm must differentiate its offer by building a unique bundle of competitive advantages that appeal to a substantial group within the segment.

Having identified a set of possible competitive advantages upon which to build a position, the next stages are to select the right competitive advantages and effectively communicate the chosen position to the market (see Marketing Highlight 10.3).

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