Application of Theory
Competitive positioning is the process of occupying a market place for a brand, good or service
utilizing traditional marketing placement strategies (price, promotion, distribution, packaging, and
competition). It involves distinguishing a way to create value to the market relative to the competition.
Positioning strategies are influenced by market profile, segments, competitive analysis and value
delivery. ‘You can provide the best offering, the cheapest offering, or the most inclusive offering, but
you can’t provide all three.’ (Marketingmo.com). The most important factor in differentiation involves
the brand, product or service should be a novelty item or difficult to duplicate. There are three types of
positioning concepts; functional, and symbolic.
Sustainability in business implicates the minimal negative impact on global/