Download on a product 4. Steps in Developing a Positioning Strategy Market

報告大綱
1
The Search for Competitive Advantage
2 Understanding Consumer Choice Behavior
3
Creating a Competitive Position
4 Steps in Developing a Positioning Strategy
5
Developing Positioning Maps
6
Conclusion
2
1.
The Search for Competitive Advantage
競爭優勢
market segmentation: X entire market
market segment
X products(差異化產品):
micro segmentation
Differentiate
their
target
segment is one
selected
from among the
Economy
of
scale
broader
market
by規模經濟
specific
firms. in their targeted
Firms
should
be
selective
Target
segmentsand
should
be selected
on
basis
Mass
customization
-distinctive
strandardized
products,
customers
incore
thethe
way
they
of
their sales,
profit potential,
and
the firm’s
tailoring
supplementary
service
elements.
present.
ability to match or exceed competing offerings
directed at the same segment.
 The Need for Focus in Competitive Strategy
 Identifying and Selecting Target Segments
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2.
Understanding
Consumer
Research
is needed
to identifyChoice Behavior
1. what attributes of a service customers deem
important
Services
emphasize
experience
qualities
2. the competitions’ performance on such
and isservices
harder to evaluate.
Determining attributes: actually determine
 個人對不同服務有不同的喜好或優先順序。
buyers’
choices between competing alternatives.
e.g. 航空運輸業: Importance: safety
 Developing
a Service
Concept
for
Determinance:
service,
price...
a
Specific Segment
 Importance vs. Determinance
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3.
Creating
a Competitive
Copy
positioning
is to create imagesPosition
and
associations for broadly similar branded products.
 pivotal
role:
links
market
analysis
and
Product
positioning
entails
more
substantive
Positioning
is the
process
of establishing
and
competitive
analysis
to
corporate
attributes
relating
to internal
productplace
performance,
price,
maintaining
a distinctive
in theanalysis.
market
and
availability.
 multiproduct
service businesses:
forservice
an organization
and its individual product
Change
performance
appeal
- consistency
between theto
positions
offerings.
(the
image of one may
spill over
onto the the
others)
使顧客確實感受到，而且影響他們的決策。
Repositioning
involves
changing
existing
 Explicit
positioning
strategyservice characteristics
position,
which revises
 aormental
“fix”target
on a product
redefines
market segments.
 Copy Positioning vs. Product Positioning
 Positioning’s Role in Market Strategy
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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.
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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
Articulation of Desired
Position in the marketplace
Marketing
Action
Plan
Selection of Which Benefits
To Emphasize To Customers
Competitive Analysis
Strengths
Weaknesses
Current Positioning
Analysis of Possibilities for
Effective Differentiation
Against Competition
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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.
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Evolutionary Positioning:
Example: Charles Schwab & Co.(嘉信理財)
1974
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…
1995
Advertising: “StreetSmart” (安裝在PC上:客製化)
Slogan: “Helping Investors Help Themselves” (折扣)
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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
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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)
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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
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Position map of service level vs. price level
13
Position map of location vs. luxury level
14
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!!
15
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)
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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
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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)
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