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Positioning Tactics - It's About How We Compete

Looking to define your company's competitive edge? Let our web tool assist you! We'll lead you through a step-by-step process to identify strategic positioning tactics that enhance your brand and elevate your competitive advantage. By tailoring choices to your company's environment and strategic direction, you'll uncover invaluable insights to craft unique appeals and strategies.

A marketing strategy is a comprehensive plan that guides a business in reaching potential customers, differentiating from competitors, and achieving sales growth. It involves key elements such as target markets, unique value propositions, and mixes of marketing activities to be used. An effective marketing strategy creates a competitive advantage by employing positioning tactics to define the distinct place a brand or product occupies in the minds of its audience, and the actions a company takes to make that happen. Positioning helps to establish a unique identity, which drives marketing efforts and influences customer perceptions, leading to increased brand recognition and market success.

Positioning tactics play a vital role in executing a marketing strategy. Positioning tactics help guide the development of marketing messages, product design, distribution channels, and promotional activities. They help ensure that product and service offerings appeal to the intended audiences and also meet company objectives. By establishing comprehensive positioning tactics, a company can create a consistent action plan that supports their broader marketing strategy. If done correctly, this may result in greater customer loyalty and brand recognition.

This web tool takes you through a six-step process to identify, explore, assess, and implement positioning tactics that strengthen your brand and boost your competitive advantage:
Step 1: Complete the Positioning Form: You will be provided with selection choices to reflect the environment and strategic choices of your firm. These span issues related to competitive position, type of industry, level of diversification, regulatory environment, technological landscape, market segmentation, geographic scope, customer demographics, environmental sustainability, social responsibility, profit maximization vs. market share expansion, and customer experience.
Step 2: Complete the Adjustments Form: You will be presented with selection choices based on marketing strategy trade-offs that need to be addressed. This will help identify a balance between different approaches, ensuring the tactics we suggest reflect your values and goals, while being compatible and consistent.
Step 3: Explore Each Tactic for Feasibility: Each tactic should be explored and described in terms of potential use, should you decide to do so. In other words, draft how you would plan using each tactic, whether you choose to do so or not. 
Step 4: Evaluate Each Tactic: You can then assess each tactic for its effectiveness and how well it aligns with your overall strategy. Based on your evaluation, you may want to prioritize the tactics that best align with your goals and resources.
Step 5: Ensure Compatibility and Consistency: You'll check for compatibility and consistency to ensure your chosen tactics work well together and create a unified message across your organization.
Step 6: Draft and Refine a Positioning Statement/List: You will have details allowing for the development of a clear and concise statement or list that summarizes your company's positioning. The result may guide alignment within your firm.
By following these steps, you can ensure your chosen positioning strategy is implemented consistently and effectively throughout your organization, and that it is effectively communicated. 



Positioning Form

There are multiple categories of positioning tactics.

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You will be provided with selection choices below to reflect the environment and strategic choices of your firm. These span issues related to competitive position, type of industry, level of diversification, regulatory environment, technological landscape, market segmentation, geographic scope, customer demographics, environmental sustainability, social responsibility, profit maximization vs. market share expansion, and customer experience.
Note: Radio selections are mandatory - Checkbox selections are not

Please make your selections below:


Competitive Position:
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Your company holds a dominant position within its marketing footprint - depending on the size of the market you serve, you may be a city, state, country, or global leader. Customers often perceive industry leaders as having superior products or services, which can lead to higher brand loyalty and market share. For example, a small, but well-known pizzeria, located in a a suburb, that is the first name that comes to mind when thinking about pizza in that town would be considered the industry leader, even though they may only dominate one market (they are an industry leader for that market).
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Your company competes in the market you serve but does not hold the leading position. While not the dominant force, you still have a significant market presence and may focus on niche markets or compete vigorously in segments where you have a competitive advantage. For example, a mid-sized tech firm that offers innovative solutions in a specific software niche, although not the most widely recognized in the industry, would be considered not the industry leader.
Please select a radio (above) you can also select the checkbox (below) if applicable.
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Your company operates as a smaller player in the industry, with limited locations, market presence, or revenue. As a small player, you may have the advantage of agility and the ability to carve out niches in the market that larger competitors overlook. This can include offering specialized services or catering to specific customer needs. For example, a family-owned bakery that specializes in gluten-free pastries and serves a local community with limited distribution would be considered a small player.

Type of Industry:
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Your company operates in an industry that is experiencing rapid expansion and innovation. Being in a new and growing industry offers opportunities for high growth and potentially high returns, but it also comes with significant risks and uncertainties as market dynamics evolve. For example, the renewable energy sector would be considered a new and growing industry.
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Your company operates in a mature industry where growth rates have stabilized, and competition is well-established. In mature industries, companies often compete on factors such as price, quality, and customer service. Innovation may be slower-paced compared to new industries, but there are still opportunities for steady growth and profitability. For example, the automotive manufacturing industry would be considered a mature industry.
Please select a radio (above) you can also select the checkbox (below) if applicable.
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Your company operates in a small-scale, localized industry dominated by independent businesses, often family-owned. Mom and pop businesses typically serve local communities and emphasize personalized service and community engagement. While they may lack the resources of larger corporations, they often thrive by building strong relationships with customers. For example, the neighborhood bakery sector would be considered a mom and pop industry.

Level of Diversification:
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Your company focuses exclusively on one core business or product line. Single-business companies often have a clear focus and can dedicate all resources towards optimizing their operations and serving their target market efficiently. For example, a specialized software development company, focusing solely on creating software solutions for healthcare providers would be considered a single business.
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Your company operates in multiple business areas that are related to each other, either through shared technologies, distribution channels, or target markets. This diversification strategy allows for synergies between different business units while still maintaining a coherent overall business strategy. For example, a conglomerate with divisions in both electronics manufacturing and software development, leveraging shared technologies and distribution channels would be considered multiple related businesses.
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Your company operates in diverse business areas that have little to no strategic overlap. This approach to diversification spreads risk across different industries but may also pose challenges in terms of managing disparate operations and allocating resources effectively. For example, a business owner with investments in both fast-food restaurants and real estate development, spanning industries with little to no strategic synergy would be considered multiple unrelated businesses.
Please select a radio (above).

Regulatory Environment:
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Your company operates in an industry heavily regulated by government agencies or other authorities. Compliance with regulations is a significant aspect of doing business, and non-compliance can lead to severe penalties or legal consequences. For example, a company in the healthcare sector would be in an industry considered to be highly regulated, with stringent compliance requirements from government agencies like the FDA or HIPAA.
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Your company operates in an industry with some degree of regulation, but compliance requirements are not as stringent or pervasive as in highly regulated industries. While regulations may still impact operations and market dynamics, there is generally more flexibility in navigating regulatory requirements. Additionally, a company in the financial services industry operates in a moderately regulated environment, where compliance with regulations such as Dodd-Frank or SEC guidelines is necessary but not as pervasive as in highly regulated industries.
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Your company operates in an industry with minimal regulatory oversight, allowing for greater flexibility and innovation in business operations. Less regulated industries may offer opportunities for rapid growth and experimentation but can also be more susceptible to market volatility and disruption. For example, a company in the software development sector would be in an industry considered to be less regulated, enabling it to adapt quickly to market demands and technological advancements.
Please select a radio (above).

Technological Landscape:
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Your company operates at the forefront of technological innovation, leveraging the latest advancements to drive competitiveness and disrupt traditional markets. Being a cutting-edge company requires a commitment to continuous learning and adaptation to stay ahead of the curve. For example, a company specializing in artificial intelligence research and development would be considered to use cutting-edge technology. Another example could be a biotech firm employing gene editing techniques to develop new medical treatments.
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Your company embraces technological change and actively adopts new innovations to improve efficiency and competitiveness. While not necessarily leading the charge in innovation, adaptive companies are quick to recognize and capitalize on emerging technologies to enhance their business operations. For example, a logistics company implementing blockchain technology for supply chain management would be considered to use adaptive technology. Another example could be a retail chain utilizing augmented reality for virtual try-on experiences.
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Your company relies on established technologies and practices, preferring stability and reliability over cutting-edge innovation. Traditional businesses may prioritize proven methods and conservative approaches to minimize risk and maintain consistency in their operations. For example, a manufacturing company utilizing legacy ERP systems for resource planning would be considered to use traditional technology. Another example could be a law firm relying on physical document storage rather than cloud-based solutions.
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Market Segmentation:
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Your company targets a specific, narrowly-defined segment of the market, often characterized by unique needs or preferences. Niche market strategies allow companies to focus resources on serving a specialized customer base and can lead to strong brand loyalty and higher profit margins. For example, a company specializing in high-end, organic pet foods would be considered a firm using niche market segmentation. Another example could be a boutique clothing brand that exclusively caters to plus-size women, offering specialized designs and sizing options.
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Your company targets multiple distinct market segments with tailored products or services designed to meet the needs of each group. Segment diversification strategies allow companies to capture a broader customer base while still maintaining a degree of specialization and focus. For example, a company in the technology industry might employ segment diversification by offering separate product lines for consumers, small businesses, and enterprise clients, each tailored to their specific needs. Another example could be a beverage company that produces both energy drinks targeted at athletes and relaxation drinks aimed at stressed professionals.
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Your company targets the mass market with a broad range of products or services designed to appeal to a wide audience. Focused mass market strategies prioritize scale and efficiency, leveraging economies of scale to offer competitive pricing and reach a large customer base. For example, a company manufacturing smartphones might adopt a focused mass market strategy by producing a range of devices with varying features and price points to appeal to different consumer preferences. Another example could be a fast-food chain offering a diverse menu catering to various tastes and dietary requirements while maintaining affordability and convenience.
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Geographic Scope:
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Your company operates within a limited geographic area, serving customers within a specific city, town, or region. Local businesses often prioritize community engagement and may have a competitive advantage in understanding and catering to local market preferences. For example, a company specializing in locally-sourced produce would be considered a firm having local scope. Another example could be a neighborhood bakery that caters exclusively to its surrounding community.
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Your company operates across a broader geographic region, serving customers within a larger area such as a country, group of states, state, or county. Regional businesses may benefit from economies of scale while still maintaining a level of local relevance and customer engagement. For example, a regional airline that operates flights within a specific country would be considered a firm having regional scope. Another example could be a chain of supermarkets that serves customers across several neighboring states.
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Your company operates on a global scale, serving customers in multiple countries and regions around the world. Global businesses face unique challenges related to cultural differences, regulatory compliance, and logistical complexities but also have access to vast market opportunities and economies of scale. For example, a global technology corporation that sells its products and services worldwide would be considered a firm having global scope. Another example could be an international fast-food chain with locations in numerous countries spanning multiple continents.
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Customer Demographics:
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Your company primarily serves other businesses, providing products or services tailored to meet the needs of corporate clients. Business-to-business (B2B) companies often engage in long-term partnerships and focus on delivering value through efficiency, cost-effectiveness, and innovation. For example, a company specializing in software development for large corporations would be considered a firm having a B2B focus, prioritizing solutions that enhance efficiency and productivity in corporate environments.
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Your company primarily serves individual consumers, offering products or services directly to end-users. Business-to-consumer (B2C) companies often prioritize factors such as brand image, customer experience, and emotional appeal to drive sales and build brand loyalty. An example could be a company that manufactures luxury handbags and sells them directly to individual consumers, showcasing a B2C focus by emphasizing brand prestige and personalized shopping experiences.
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Your company serves both business and consumer markets, leveraging a hybrid approach to cater to diverse customer demographics. Hybrid businesses may offer different product lines or services tailored to the unique needs of each market segment. For example, a company offering office supplies that serves both businesses and individual consumers would be employing a hybrid approach, tailoring its product offerings and marketing strategies to meet the distinct needs of each market segment.
Please select a radio (above).

Environmental Sustainability:
Checkbox selections are not mandatory - only select those that are applicable
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Your company prioritizes environmental sustainability and operates in ways that minimize its ecological footprint. Environmentally conscious businesses may adopt practices such as renewable energy use, waste reduction, and eco-friendly product design to align with consumer preferences and regulatory requirements. For example, a company specializing in sustainable fashion would be considered a firm that focuses on reducing textile waste and using organic materials in its production processes.
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Your company focuses on optimizing resource usage and efficiency across its operations, striving to minimize waste and maximize productivity. Resource optimization strategies may encompass energy efficiency, supply chain optimization, and lean manufacturing principles to reduce costs and environmental impact. For example, a technology company implementing server virtualization to reduce energy consumption would be considered a firm that focuses on maximizing resource efficiency in its operations.
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Your company actively promotes environmental awareness and engages with stakeholders to foster a culture of sustainability. Public awareness initiatives may include educational campaigns, community partnerships, and transparent reporting on environmental performance to build trust and credibility with customers and investors. For example, a local brewery organizing beach clean-up events and donating a portion of its profits to marine conservation efforts would be considered a firm that focuses on raising public awareness about environmental issues.
Please select checkboxes (above) as applicable

Social Responsibility:
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Your company integrates social responsibility into its business practices, demonstrating a commitment to ethical behavior, philanthropy, and community engagement. Socially responsible businesses may support charitable causes, promote diversity and inclusion, and adhere to fair labor practices to enhance their reputation and brand value. For example, a company in the tech industry may demonstrate social responsibility by implementing sustainable practices in its operations and supporting initiatives aimed at bridging the digital divide, ensuring access to technology for underserved communities.
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Your company upholds high standards of ethical governance and integrity in its decision-making processes and interactions with stakeholders. Ethical governance practices may include transparency, accountability, and compliance with legal and regulatory requirements to maintain trust and credibility with investors, customers, and employees. For example, a financial services firm may prioritize ethical governance by maintaining transparent communication with shareholders, adhering to industry regulations, and establishing an independent board of directors to oversee corporate decision-making processes.
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Your company prioritizes the well-being and development of its employees, recognizing them as valuable assets essential to its success. Employee welfare initiatives may include competitive compensation and benefits, professional development opportunities, and a supportive work culture that fosters employee engagement and satisfaction. For example, a manufacturing company may invest in employee welfare by offering comprehensive health and wellness programs, flexible work arrangements, and opportunities for career advancement, fostering a positive work environment where employees feel valued and supported.
Please select checkboxes (above) as applicable

Profit vs. Market Share:
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Your company focuses primarily on maximizing profits and shareholder value through efficient operations, cost management, and revenue generation strategies. Profit maximization may involve pursuing market opportunities with the highest potential returns and optimizing financial performance to drive long-term growth and profitability. For example, a company specializing in technology products might focus on profit maximization by continually innovating to reduce production costs and increase profit margins through economies of scale.
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Your company prioritizes gaining market share and expanding its customer base through aggressive marketing, sales, and customer acquisition efforts. Market share expansion strategies may involve launching new products, entering new markets, or acquiring competitors to increase market presence and competitive advantage. For example, a company in the retail sector may prioritize market share expansion by aggressively promoting loyalty programs, offering discounts, and expanding its product range to attract more customers and outpace competitors.
Please select a radio (above) you can also select the checkbox (below) if applicable.
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Your company emphasizes risk management and resilience, seeking to minimize exposure to potential threats and uncertainties that could impact its financial performance or reputation. Risk mitigation strategies may include diversifying revenue streams, hedging against market fluctuations, and implementing robust contingency plans to safeguard against adverse events. For example, a manufacturing firm might emphasize risk mitigation by conducting thorough supply chain assessments, investing in redundant systems to ensure production continuity, and securing insurance coverage against potential disruptions such as natural disasters or geopolitical instability.

Customer Experience:
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Your company places a strong emphasis on understanding and meeting the needs of its customers, striving to deliver exceptional experiences at every touchpoint. Customer-centric businesses prioritize customer satisfaction, loyalty, and retention by offering personalized solutions, responsive support, and seamless interactions throughout the customer journey. For example, a software company might tailor its products and services to meet the specific needs of different customer segments, ensuring a personalized experience for each user.
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Your company focuses on developing and delivering innovative products that address customer needs and preferences, distinguishing itself through product features, performance, and quality. Product-centric businesses prioritize product development, differentiation, and branding to create value for customers and drive sales and market share growth. For example, an electronics manufacturer might invest heavily in research and development to continuously introduce cutting-edge products with advanced features and functionalities.
Please select a radio (above) you can also select the checkbox (below) if applicable.
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Your company excels in providing high-quality services that consistently meet or exceed customer expectations. Service excellence may involve delivering reliable, efficient, and attentive service, resolving customer issues promptly, and continuously improving service delivery processes to enhance customer satisfaction and loyalty. For example, a hospitality company might train its staff extensively in guest relations and implement systems to anticipate and fulfill guest needs seamlessly throughout their stay.





Please complete the Positioning Form. After completion you will see adjustments here.



Please complete the Adjustments Form. After completion you will see your results here.


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