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Positioning of Services
Positioning of Services
Positioning Services in
Competitive Markets
3- 1
3- 2
GEORGE S. DAY
3- 3
(Fig. 3.1)
Narrow
Service
Focused
Many
NUMBER
OF MARKETS
SERVED
Few
Fully Focused
(Service and
market focused)
Wide
Unfocused
(Everything
for everyone)
Market
Focused
3- 4
3- 5
Uses of Positioning in
Marketing Management (Table 3.1)
3- 6
Product attributes
Price/quality relationships
Reference to competitors (usually shortcomings)
Usage occasions
User characteristics
Product class
Slide 2004 by Christopher Lovelock and Jochen Wirtz
3- 7
Developing a
Market Positioning Strategy (Fig. 3.3)
MARKET
ANALYSIS
- Size
- Composition
- Location
- Trends
Define, Analyze
Market Segments
Select
Target Segments
To Serve
INTERNAL
ANALYSIS
- Resources
- Reputation
- Constraints
- Values
Articulate
Desired Position
in Market
Marketing
Action
Plan
Select Benefits
to Emphasize
to Customers
COMPETITIVE
ANALYSIS
- Strengths
- Weaknesses
- Current
Positioning
Analyze
Possibilities for
Differentiation
Source: Adapted from Michael R. Pearce
3- 8
Grand
Regency
High
Service
PALACE
Shangri-La
Sheraton
Atlantic
Moderate
Service
Italia
Less Expensive
Slide 2004 by Christopher Lovelock and Jochen Wirtz
Castle
Alexander IV
Airport Plaza
3- 9
Regency
Grand
Shangri-La
Sheraton
PALACE
Financial
District
Shopping District
and Convention Centre
Inner
Suburbs
Italia
Castle
Alexander IV
Atlantic
Airport Plaza
Moderate Luxury
3 - 10
PALACE
Shangri-La
No action?
Moderate
Service
Atlantic
Sheraton
Italia
Less
Expensive
Slide 2004 by Christopher Lovelock and Jochen Wirtz
Castle
Alexander IV
Airport Plaza
3 - 11
Mandarin
New Grand
Heritage
Regency
Marriott
Sheraton Shangri-La
Continental
Action?
PALACE
Financial
District
Inner
Suburbs
Alexander IV
Atlantic
Italia
Airport Plaza
Moderate Luxury
3 - 12
3 - 13