Product market positioning is very essential for any organization in the world today. High competition couple with the advancement of technology has led to the rise of many rival companies joining the market thus saturating it. Better product positioning is therefore key in overcoming this competition. Neil Kokemuller, defined positioning analysis as a “process of analyzing how a company's current brand is perceived by the marketplace.” When identifying target market opportunities, an organization needs to compare the perception of the customers towards the brand within the target market. Many business especially the small ones, want to target markets which offer a good opportunity for success (Neil, n.d). Product positioning is a very significant component of a marketing plan. …show more content…
Effective product positioning ensures that marketing messages resonate with target consumers and compel them to take action (Richards, 2018). For this project paper, I will analyze the product position of Venice Golf and Country Company where I am currently employed. This country club has been in operation for the past 26 years and is a fully private, member-owned country club situated within a gated community of 587 homes and 1097 members, of which only 7 are non-resident members. Venice Golf and Country Club is governed by nine-member Board of Directors and a General Manager. The other division of the club is the Master Association, which also has a GM and a nine-member Board of Directors. Product position plays an integral in identifying members’ needs, overcoming competitive pressures, putting effective communication channels as well as crafting key messages thus leading to the success of the