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How to create a Strategic Position for your Company |
By:
Abe Cherian |
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How to create a Strategic Position for your Company By Abe
Cherian Copyright ? 2005
A strategic position statement is kind of like a statement for
your company. You want to explain this statement how you view
your company and how you view it within the rest of your
marketplace.
Circuit City is a good example. It's an electronic department
store that is making excellent profit margins while their
competition is going out of business. They've taken a unique
strategic position, being number one in service and taken that
all the way down to their USP which is "Service Above Beyond All
That Is Expected."
It's almost impossible to be the best in all and that's why you
need to figure out what makes your unique and what your
strategic positioning is going to be. What's your number one
calling card or claim to fame going to be?
There have been tons written about the subject positioning.
Positioning has been the marketing philosophy for most
successful companies over the last ten years. But what is it?
And how can you use it? What place do you hold in the public's
mind? If the answer is none, then again, you have a problem.
If you hold no place or a negative one in your public or
Marketplace's minds, then they're not going to do business with
you.
For example Sony has been first at innovation. They to be first
in whatever's next in technology. K-Mart the cheapest price
store that won't be undersold. Price and full lines are their
battlefields for your mind.
What's the best battlefield (Strategic Position) for you to take?
You've got to understand that any decision to buy or use someone
takes place in the mind. So, if you're not in mind then they
probably won't buy from you or use you. You basically, "aren't
there" without a position.
Some of the most common examples of positioning are service,
speed of delivery of service, latest technologies, Guarantees,
and lowest price.
Your company probably has already carved out a niche for itself
of some kind. The problem here is that too many of you owners
out there don't even realize what the identity of that niche is.
Often times the salespeople know what it is better than the
owners do.
The customers really know best. What you need to do is find out
from your best customers why they are doing business with you
instead of someone else. This tells you what your real niche or
core competency is within your company right now.
If you think you do one thing and your customers think you do
another, then you need to make a decision. causes this
difference in perception? Did your marketing do too good of a
job advertising your weakness or what you do least instead of
best? Have you changed the way you do things and haven't let
your market know yet?
If from your results you think you're marketing the wrong USP
and losing business because your market has the wrong perception
of you, then change it.
These are not minor decisions. They are also not minor decisions
for your company. These can be make or break decisions. The good
thing is you can survey your market.
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Article Source: http://www.powerdirectory.net/articles/article51017.html |
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