Strategic Management: Formulation and Implementation

Product Positioning

Product positioning entails developing schematic representations that reflect how firm's products or services compare to competitors' on dimension most important to success in the industry.

Market Segmentation Strategy

The logic of market segmentation is quite simple: it is based on the idea that a single product item does not usually appeal to all consumers. For this reason, marketing strategies typically focus their marketing effort on specific groups of consumer rather than on the whole population.

Marketing segmentation is the process of dividing a market into groups of similar consumer and selecting the most appropriate groups(s) for the organization to serve. Market are selected on the basis of their size, their profit potential, and how well they can be defined and served by the organization.