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Positioning a Service in the Marketplace

This report discusses the steps involved in positioning a service in the marketplace, including market analysis, understanding consumer choice behavior, creating a competitive position, and developing positioning maps.

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Positioning a Service in the Marketplace

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  1. Positioning a Servicein the Marketplace 運管99 9532010 蔡華庭 2009.12.7

  2. 報告大綱 1 The Search for Competitive Advantage 2 Understanding Consumer Choice Behavior Creating a Competitive Position 3 Steps in Developing a Positioning Strategy 4 Developing Positioning Maps 6 Conclusion 5

  3. 1. The Search for Competitive Advantage 競爭優勢 market segmentation: X entire market X micro segmentation Economy of scale規模經濟 Mass customization- strandardized core products, tailoring supplementary service elements. market segment target segment is one selected from among the broader market by specific firms. Target segments should be selected on the basis of their sales, profit potential, and the firm’s ability to match or exceed competing offerings directed at the same segment. Differentiate their products(差異化產品): Firms should be selective in their targetedcustomers and distinctive in the way they present. • The Need for Focus in Competitive Strategy • Identifying and Selecting Target Segments

  4. 2. Understanding Consumer Choice Behavior • Research is needed to identify • what attributes of a service customers deem important • the competitions’ performance on such services • 個人對不同服務有不同的喜好或優先順序。 Services emphasize experience qualities and is harder to evaluate. • Developinga Service Concept for a Specific Segment • Importance vs. Determinance Determining attributes: actually determine buyers’ choices between competing alternatives. e.g. 航空運輸業: Importance: safety Determinance: service, price...

  5. 3. Creating a Competitive Position Copy positioning is to create images and associations for broadly similar branded products. Product positioning entails more substantive attributes relating to product performance, price, and service availability. Change performance to appeal 使顧客確實感受到，而且影響他們的決策。 • pivotal role: links market analysis and competitive analysis to internal corporate analysis. • multiproduct service businesses: • - consistency between the positions • (the image of one may spill over onto the others) • Explicit positioning strategy •  a mental “fix” on a product Positioning is the process of establishing and maintaining a distinctive place in the market for an organization and its individual product offerings. Repositioning involves changing the existing position, which revises service characteristics or redefines target market segments. • Copy Positioning vs. Product Positioning • Positioning’s Role in Market Strategy

  6. 4. Steps in Developing a Positioning Strategy • Market Analysis(市場分析) determine the trend of demand the geographic location of this demand. • Internal corporate analysis(企業內部分析) identify its resources, limitations or constraints, the values and goals of its management • Competitive analysis(競爭力分析) 分析競爭者的優勢與劣勢 may suggest opportunities for differentiation.

  7. Developing a Market-Positioning Strategy • Market Analysis • Size • Location • Trends Definition and Analysis of Market Segments Selection of Most Appropriate Target Market Segments to Serve • Internal Corporate • Analysis • Resources • Constraints • Values Marketing Action Plan Articulation of Desired Position in the marketplace Selection of Which Benefits To Emphasize To Customers • Competitive Analysis • Strengths • Weaknesses • Current Positioning Analysis of Possibilities for Effective Differentiation Against Competition

  8. 4. Steps in Developing a Positioning Strategy • Anticipating Competitive Response(競爭反應) • 開始計畫前,管理者考慮 潛在競爭者 / 現有競爭者 • 預期可能競爭反應的最好方法 現有市場資料的分析 研究、分析競爭者(put oneself in their own shoes) • 精密的電腦模式協助分析 價格 vs.需求,利潤,市場佔有 服務品質 vs.目標顧客的反應 • Evolutionary Positioning: Example :Charles Schwab & Co.

  9. Evolutionary Positioning:Example:Charles Schwab & Co.(嘉信理財) • 成立 • America’s largest discount securities broker • Unique position: basic service, lower price… • 1980s 自動化 add services • Market position: • low-priced transactions value-added service at a low price • 1990 “transaction with value” (不再便宜) 開發新價值:e.g. high accuracy, trade anytime, everywhere… • Advertising: “StreetSmart” (安裝在PC上:客製化) • Slogan: “Helping Investors Help Themselves” (折扣)

  10. 5. Developing Positioning Maps • A map: two attributes(屬性) • position由來: 市場資料的推斷 or 有代表性顧客評價 • Position map優點: • 容易理解領會(與量化資料,文字敘述相較) • 了解競爭威脅與機會 • 呈現消費者與管理者對組織的認知差異(gap) • 加強或消除獨占利基

  11. Using Positioning Maps To Plot Strategy:An Example from the Hotel Industry • E.M.Statler : location, location and location • Location segment: 商務, 度假, 開會… • Other Attributes: • 價格 • 實體設施 • 服務 • 其他 (旅館格調, 安靜, 安全, 乾淨, 常客優待等)

  12. Using Positioning Maps To Plot Strategy:Example:Palace Hotel(皇宮飯店) • Place: city Belleville(貝爾維爾) • 競爭者: 4-star hotels X8, the Grand • 現況: 獲利, 住房率, 地理位置優勢 • 未來情勢:新興旅館 X4, New Grand • Position map: four attributes • Room price • Level of personal service • Level of physical luxury • Location 分別繪製新競爭者進入前、後的charts

  13. Position map of service level vs. price level

  14. Position map of location vs. luxury level

  15. Position map of location vs. luxury level (New construction) Action!! 重新裝修&提升服務水準 No Action!! Do nothing in service & 硬體 improve Luxury level decline!!

  16. Position map of service level vs. price level(New construction) No Action!! 喪失獨特地理位置優勢 Lower price, revenues and profit Decline in service quality Action!! 重新裝修&提升服務水準 Raise prices! Cluster with Regency,(slightly less expensive than the other)

  17. Changing Perception Through Advertising • 加強產品功能&矯正弱勢Expensive • 有時候，弱勢只是“認知上” 的，not real • Example: Long Island Trust 競爭者: banks from NY 優勢:被認知為幫助當地居民與當地經濟 劣勢:分行數量, 服務種類, 服務品質… advertising campaign: “Long Island position” 利用廣告強化優勢 結果: 正向的月暈效應(Halo Effect) =>每個研究屬性都進步

  18. Conclusion • Create 競爭優勢，target segments ! • Positioning 不同屬性組成服務概念 何種屬性影響顧客選擇行為 • Positioning Map 清楚呈現research data Firms的優劣長短顯而易見 產生新服務或重新定位(eg.利基)

  19. Question Time Thank You for Your Attention!!

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