200086 Lecture Notes - Lecture 13: Marketing Communications

• School: UWS
• Department: University of Western Sydney
• Course: 200086
• Professor: anon

Document Summary

Create a positioning statement that will serve to identify your business and how you want the brand to be perceived by consumers. For example, the positioning statement of volvo: for upscale. American families, volvo is the family automobile that offers maximum safety. : determine company uniqueness by comparing to competitors. Compare and contrast differences between your company and competitors to identify opportunities. Focus on your strengths and how it can exploit these opportunities: identify current market position. Identify your existing market position and how the new positioning will be beneficial in setting you apart from competitors: competitor positioning analysis. Identify the conditions of the marketplace and the amount of influence each competitor can place on each other: develop a positioning strategy. Through the preceding steps, you should achieve an understanding of what your company is, how your company is different from competitors, the conditions of the marketplace, opportunities in the marketplace, and how your company can position itself.