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Company Positioning Case Study

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Company Positioning 1. Introduction Positioning is a means in which a company differentiates its products and/or services from that of its competitors and then determine the market nince to fill within the broad market (Matzler & Bailom, 2013). In doing so, the company establishes the identity of the product or service in the eyes of the buyer or the customer. This is achieved through a positioning strategy where a company deliberately plans a brand or process so as to make customers buy it all the time. In this cases, everything about the product or services holds weight, even the wordings, as it associates with the consumer in one way or another. The main objective of a positioning strategy is to solidify the identity of a company and its …show more content…

The book “Positioning – The Battle for Your Mind, in 1981” by Trout and Al Reis further popularized the concept of positioning (AlRiesandJackTrout, 1981).This book explains positioning as a method in which the sellers tries to understand the customer’s mind through a systematic manner. It assumes that communication can only take place in certain manner at a specific time. With such understanding of customers, then a company can win such customers by giving them what they want: products and/or services. 2. Industry Structure analysis Industrial analysis, which is also known as Porter’s Five Forces Analysis, is a useful tool for business strategists. This analysis assumes that the varying profit margins between industries can only be explained by the structures of such industries. While the Five Forces are used to determine how attractive an industry is, they can also be used to formulate a strategy and understand the competitive environment in which a company operates. 2.1. Porter’s Five Forces …show more content…

All the efforts are geared towards widening the market coverage and achieve as much sales as possible. As this happens, there is a lot of completion between companies in the same industry. Company positioning tries to win the hearts of the customers as far as products and/or services are concerned as compared to those of the competitors. There many ways of making sure that positioning strategies are successful. Such includes Industry Structure analysis, value chain analysis, benchmarking, and taking competitors as stakeholders among other positioning strategies. The underlying objective is to understand the competitor well and make the best move as to widen the market coverage. Market forces and structures change on daily basis and so the strategy applied should be aligned to such changes. In addition, positioning strategies applied changes form industry to

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This model is considered as the most potent and useful tool and is widely used by organisations. This model deals with external factors that influence the nature of completion and internal factors how firms compete effectively to be more profitable. Porter’s 5 forces is used. Industry Rivalry : Porter (1980) reiterated that intensity of rivalry is dependent on number and size of direct competitors as numerous and/or equally balanced competitors may lead to intense competition. The rivalry for market share becomes intense when product differentiation and switching costs are

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Other ways that Chick-Fil-A has market them company is by sponsorship of collegiate sports, doing special events on openings, and donating scholarships for students and having a married couple retreats all of this ways of advertisement has had a big influence on Chick-Fil-A marketing strategy. How would you describe Chick-Fil-A’s positioning strategy? Positioning strategy is what the customers think about the company. My point of view on the positioning strategy of Chick-Fil-A could be different from others.

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The model of the Five Competitive Forces, developed by Michael E. Porter, is based on corporate strategy, industry structure and the way they change. Porter has identified five competitive forces that shape every industry and every market and they determine the intensity of competition and hence the profitability and attractiveness of an industry. We further look into how the strategy and industry structure is placed in the field of healthcare and hospitals and analyze the attractiveness of the overall industry. 2.2 Rivalry among competitors Industry Rivalry is one of the 5 forces used to determine the intensity of competition in the industry. Competition in health care is the potential to provide with a mechanism to reduce cost and hence accessible

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Firstly, the Boston Consulting Group (BCG) matrix that concentrate the market position of different products. Secondly, the experience curve and the Profit Impact of Market Strategies model which identified a number of strategic variables. Furthermore, competitive advantages model (Porter, 1985) which focus on five different forces in environment of organization, but suit with only stable market. Generic strategy was developed strategies under this school, especially it can identify position in the market. Advantages: -Provide content in a systematic way to the existing way of looking at strategy -Particularly useful in early stage of strategy development, when date is analyzed -This school emphasis on analysis and calculation can be a very strong support to the strategy development process -This strategy suit with big businesses or organization which have ability for operate effective market research in the environment

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Each of the forces is determined how competitive in that industry as well as the structure of the industry. Porter’s five forces factors are consists of competitive rivalry, the threat of new entrants, the threat of substitutes, bargaining power from

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