Discussion Title

Yes, any firm changes its positioning depending on the market. Any firm tries to adjust and need to modify the market position according to changes in marketing needs (Andaleeb & Hasan, 2016). The positioning of the product is important for any company to get profits to avoid unwanted loss. The positioning of the product is placed in the market depends on customer needs, sometimes needs to reposition the product according to changes in the customer need. Positioning is used in the organization to identify the requirements matching with customers to competitive other organizations effectively. The positioning has also helped the organizations to supports the organization's name and promoted the product brand. Using this company will make goodwill to be trusted by customers. The main disadvantage of using the positioning of a product is wastage of money that companies spent heavily on factors that can be copied by competitors (Iacobucci, Marketing Management, 2016). Once the positioning of the product done by the company, it does not mean that the task is complete. Managers should identify the new strategies introduced in the market and need to change the approaches to get expected results.

My position statement to be hired by a favorite company is followed as:

Since 2015 ABC Inc. has been on the mission to produce shoes and distribute around the world. And the company has around one lack of customers in more than 50 countries. And also famous for offering award-winning software and provisions to allow the clients to transform their business and reach customer needs. Including the marketing, service, sales hub, ABC gives tools for the companies to promote their growth.

References:

Iacobucci, D. (2018). Management. Cengage learning.

Discusion 2

In marketing, customers have a final say or make decision as to which brand that is best suitable as compared to other brands. When the competition is high in the market over the same brand or product from different companies, decision-making based on pricing if totally affected because the supply is higher as compared to customer demand. Companies will now focus on how to sell their products at a cheaper price so that customers can purchase. In most cases, this is what mostly happens to those companies that haven’t identified their potential customers. Despite the situation currently in the market, a customer cannot think of buying products from a different company just because the supply of that product is high and price is affected. For a company to have potential and constant customers throughout, there are some of the factors a company must consider to retain its customers despite the market condition. Supply of quality products that meets the customer’s expectations, settling the issues of pricing and any other specifications customer desires will help acquire potential customers and have them all through for your company.

            Customers will only develop a good perception towards a particular company if the company supplies them with all products they require at a suitable price. By so doing, a company with all its products and brands is building a position in the minds of its customers (Iyer, et al., 2019). Customers are developing a different and unique image in their mind regarding to a certain product or brand.  Such kind of customers will not even demand products from a different supplier even if the price of the products has reduced because of increased market competition. This will help a company make generate profit and achieve its goals.

            The perceptual maps are used by the marketers to understand the perceptions of their customers. Customers determine the success of a company therefore every company will be focusing on how to impress the customers by manufacturing quality products that meets the customer desires. Companies may be manufacturing the same product but you will find that customers are more interested with products of one company and they don’t purchase from the other. It means that they have identified some features which make them purchase from a company of their choice. A perceptual map will help the marketers know where the customers have ranked their company and brands.

            Every company has its goals and it has set some objectives that match with the market. Based on the success of a company, it becomes easy to understand the product or brand positioning. A company may sometimes understand wrongly the concept of positioning when new products are introduced in the market. Maybe a company was expecting to make better sales from the new brand or product but because the customers are unaware of the product and they don’t concur with product pricing, they may less support by purchasing that product. In the real sense a company was expecting to have better sales because the product was new in the market implying that positioning will be wrongly understood because the final decision is that customers aren’t interested with the product. A positioning matrix is a tool which aid marketers understand the position of their products in the market. After knowing customer’s perception towards the company’s products and brands then it becomes easy for a company to make some modifications in its products so that to qualify in the market. The elements of positioning statement include customers or the targeted audience, frame of reference, benefits of direction and reason to believe that a company will deliver all that it promises customers and all that customer need.

            A company can change its positioning depending on the market location. One of the factors affecting many companies is market competition. If there is a same supply of brand to the same market then customers will be less attracted to the products meaning that the demand is lower as compared to supply. This is likely to affect many companies but if a company will choose to market its products in a place with low competition then customers will have good perception towards the brand which will be productive and profitable to the company. The advantage is that a company will find new customers who will demand the product because of a low competition.

Positioning statement

My targeted customers are male footballers. Needs for male footballers include; quality sports shoes for football game, a suitable price that can be accepted by all footballers, football pants of a good quality with strips, sizes and color that is attractive. Benefits of the product that I will deliver to my customers are, the sports shoes will enable footballers achieve their goals without injuries, and together with sports pants will create uniformity in all teams.

                                                            References

Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2019). Market orientation, positioning strategy and brand performance. Industrial Marketing Management, 81, 16-29.