Production positioning for small businesses
Clarke Ricks School of Business,
Liberty University
BUSI 690: Policy and Strategy in Global Competition
Dr. Hicks
April 9, 2022
Production positioning for small businesses
While larger corporations have the budgets for extensive market research, small businesses
may have a difficult time coming up with the time or money to do it in depth.
Instead of running focus groups and doing tons of research, a small business owner can
simply ask their network for their opinions. If they collect information on customers and their
purchases, future product positioning strategies can be based on actual sales data. This may
even be more effective than basing product positioning on the opinions of potential customers,
such as in a focus group, because this positioning is based on real behavior rather than
speculation.
A huge marketing budget is not necessary to take advantage of market research and
effective product positioning. Understanding the target audience and how to communicate the
benefits of a product to them in a compelling way is the first step toward a solid marketing
plan.
What are some examples of product positioning?
Apple: Premium, High-End Technology
Nike: Performance and Style
Starbucks: Premium Coffee Experience
McDonald's: Affordable Fast Food
Walmart: Low-Price Retailer
Mercedes Benz: Luxury Automobiles
Red Bull: Energy Drink for Adventure and Excitement
Rolex: Prestige and Luxury
Amazon: Convenience and Value
Coca-Cola: Refreshment and Happiness
What are the 4 main components of product positioning?
Target Market: Identifying the target market and understanding their needs, wants, and
preferences.
Unique Selling Proposition (USP): Developing a unique selling proposition that clearly
distinguishes the product from its competitors.
Brand Identity: Creating an identity that resonates with the target market and builds
loyalty.
Communication Strategy: Developing a communication strategy that effectively conveys
the brand’s message.
What is product positioning apex?
Product positioning apex is a strategic marketing process of positioning a product or service
in the minds of consumers against competing products or services. It involves creating an
image, perception or identity of a certain product or service in the minds of consumers, which
helps differentiate it from similar offerings in the marketplace. Product positioning apex helps
to identify the unique selling points of a certain product or service and differentiate it from
others in the market. It also helps create a brand identity, which can be used to build brand
loyalty and generate repeat sales.
What is positioning and why is it important?
Positioning is the process of creating an image or identity in the minds of consumers for a
brand, product, or service. It is a way of differentiating a product or service from similar
offerings in the market. Positioning is important because it helps to create a competitive
advantage by allowing a company to stand out in the minds of customers. By positioning a
product or service effectively, companies are able to better target their customers and create a
unique value proposition. This, in turn, can help to increase sales and market share.
