Strategic Positioning

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Chapter 11
Strategic Positioning
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You do not merely want to be considered just one
of the best of the best. You want to be
considered the only ones who do what you do. -
Jerry Garcia The Grateful Dead
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You cannot make a business case that you should
be who youre not. - Jeff Bezos Amazon
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The secret of success is constancy of
purpose. - Benjamin Disraeli
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A Strategic Position Should Be

• Strategic
• The face of the business strategy
• Defined relative to competitors and to
  the market
• Logically and/or emotionally resonant with
  customers and relevant to the market

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Strategic Position
Strategic Position
Figure 11.1
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Strategic Position Options

• The quality player with a defined product space
• The value option
• The pioneer
• A narrow product focus
• A target segment focus

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Strategic Positions

• Firms
• Accenture, Saks
• Hyundai, Mydiscountbroker
• Boeing, Bank of America
• Lets-go-fly-a-kite, Aamco
• Gerber, Gold Violin
• Gatorade, Oracle
• Volvo, Crest
• Amazon, Barnes Noble

• Strategic Positions
• The best
• Value
• Pioneer
• Product focus
• Target segment
• Product categories
• Product attributes
• Product line scope

continued
Figure 11.3
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Strategic Positions

• Firms
• HP, Kaiser Hospital
• MTV, Hallmark
• GAP, Mercedes
• Nike, Nordstrom
• Lane Bryant, Oprah
• Harley-Davidson, Tiffany
• VISA, Avis

• Strategic Positions
• Organizational intangibles
• Emotional benefits
• Self-expressive benefits
• Experience
• Contemporary
• Personality
• Competitors

Figure 11.3