VALUE IDENTITY:

POSITIONING

STRATEGY, PRINCIPLES, DEVELOPMENT,

& MAPPING SERVICE BUSINESS POSITIONING

ABDI R. SASTRAWINATA, SE., MM., CCA., CT.

linkedin.com/in/abdi-r-sastrawinata-s-e-m-m-c-c-a-c-t-71880165
POSITIONING STRATEGY FOR RETAIL BUSINESS
BREADTH OF ASSORTMENT

Fully Focused
(Assortment and
market focused)
UNDERSTANDING THE MATRIX

The extent of a company’s focus can be described

along two dimensions:

1. MARKET FOCUS
is the extent to which a firm serves few or many markets
2. ASSORTMENT FOCUS
is the extent to which a firm offers few or many assortment

These two dimensions define the four basic focus strategies

 FULLY FOCUSED STRATEGY

Provides a limited range of assortment

(perhaps just a single core product) to a narrow and specific
market segment.

Developing recognized expertise in a well-defined niche

may provide protection against would-be competitors
and allows a firm to charge premium prices

TASK #1
Find the example of retail business in your country
which implement fully focused strategy!
MARKET FOCUSED STRATEGY

Concentrates on a narrow market segment,

but has a wide range of assortment.

TASK #2
Find the example of retail business in your country
which implement market focused strategy!
 SERVICE FOCUSED STRATEGY

Offer a narrow range of assortment to a fairly broad market

As new segments are added, firms need to develop

knowledge and skills in serving each segment.

TASK #3
Find the example of retail business in your country
which implement service focused strategy!
UNFOCUSED STRATEGY

Try to serve broad markets and provide a wide range of assortment.

The danger with this strategy:

unfocused firms often are “jacks of all trades and masters of none.”
In general, that’s not a good idea.
As a result the business might have to struggle
against more focused competitors

TASK #4
Find the example of retail business in your country
which implement unfocused strategy!
POSITIONING PRINCIPLES

The essence of positioning into the following four principles:

1. A company must establish a position in the minds of

its targeted customers.
2. The position should be singular, providing one simple
and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people,
it must focus its efforts.
 TAG LINE

POSITIONING STATEMENT
DEVELOPING
POSITIONING STATEMENT

“(Brand name) is a
(category) which delivers
BRAND NAME CATEGORY DIFFERENTIATION (differentiation) to the
customers”
 TAG LINE

POSITIONING STATEMENT
TYPE OF
MARKET POSITIONING

EITHER IT’S:
MARKET LEADER
BRAND NAME CATEGORY DIFFERENTIATION MARKET FOLLOWER
MARKET NICHER
POSITIONING MAP EXAMPLE
BASED ON LEVEL OF SERVICE & PRICE OFFERED
POSITIONING MAP EXAMPLE
BASED ON LUXURIOUS LEVEL & AREA
DEVELOPING POSITIONING MAP

1. Develop research instrument (questionnaire)

using positioning/image indicators
2. Divide the indicators based on 2 (two) major classifications
(example: price & level of service, or luxurious level and area, or others)
3. Use ordinal scale (even scale: 6 scales is recommended)
to measure business positioning/image
4. Conduct a small survey (minimum 30 responders)
5. Develop positioning map matrix using mean score
on the used major classification (resulting 4 (four) quadrant)
6. Develop coordinates using mean score for the observed business
7. Plot the observed business in the matrix
 TASK #7: DEVELOP POSITIONING MAP
BASED ON X AXIS & Y AXIS
Y AXIS HIGH

X AXIS X AXIS
LOW HIGH

Y AXIS LOW