Note on Developing a Positioning Strategy |
|
|
General Management |
|
Marketing |
|
|
Beginner |
2 |
Not Available.
|
$9.00
Sign in to find out if you are eligible for an Academic Price of $5.00
|
|
|
|
|
Positioning your organization is central to an effective
marketing strategy. It is where you decide how you are going to
maximize your competitive advantage by choosing where, with whom, and
on what basis your organization will compete. To put it simply,
positioning is how you want your organization to be perceived by your
target customers relative to your competitors. Developing a positioning
strategy therefore involves three decisions:
1. Selecting a primary customer group as the focus for your strategy (target market).
2. Selecting a preferred group of competitors (competitive category).
3. Deciding what makes your organization the best (point of differentiation).
Each of these decisions is interrelated but some of the issues in each include:
1. Target Market
Which group of potential patients (market segment) offers the
greatest opportunity for the organization? Selection criteria include
size, growth rate and profitability based on the willingness (and
ability) to pay for the services which could be offered. Another
important consideration is the ability to build on established
strengths or competitive advantages such as location or specialist
services for a hospital.
The largest segments are often attractive but may have the most
competitors so it is important to look at competition and the
organization's relative advantage or disadvantage. Often this means
targeting a smaller group of clinicians and patients such as those with
specific needs. A smaller hospital like Shouldice is able to compete
throughout North America by focusing on one specific condition.
2. Selecting Competitors
We cannot choose who competes with us but we can and must choose
who we want to be compared with in the mind of our target customers.
Generally an organization selects those competitors where its own
advantage is greatest. Brand name pharmaceutical companies usually
avoid any comparison to generic pharmaceuticals since that changes the
basis of comparison from efficacy to price. A hospital might choose to
be compared with others in the region rather than nationally. The goal
is always to be able to claim to be the best.
|
|
|
|