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.....operational and marketing capabilities on firm performance: Evidence from economic growth and downturns," Ahmed, Kristal & Pagell (2014) show how marketing and especially operational marketing capabilities in an organization can directly improve firm performance overall, with operational marketing being especially critical during slow times or externalities like economic downturns. The results of the Ahmed, Kristal & Pagell (2014) article show the importance of operational marketing and strategic brand positioning, especially as described in chapter 8 of the text. For example, the text lists the seven steps in the positioning process, starting with the identification of the relevant sets of competitive products that serve the target market. Ahmed, Kristal & Pagell (2014) indicate the same, using case studies of firms like L'Oreal using diversified approaches in identifying core products, target market, and competitor analyses to gain strategic competitive advantage and market leadership.Similarly, Ahmed, Kristal & Pagell (2014) discuss the attributes of what the text calls the "product space," one of the essential steps of the positioning process. While examining and analyzing the product space, the firm can also work with specific tactics like focus groups or surveys of customers, to improve the positioning of the brand based...
Ahmed, Kristal & Pagell (2014) mention similar techniques used by firms like Abercrombie & Fitch and McDonald's. Successful firms recognize their current location in the market, and either strengthen that position vis-a-vis competitors or shift the brand to better reflect consumer trends or to improve brand recognition. For example, L'Oreal did this and because it is a firm that is "strongly driven by marketing and brand strength," was able to successfully leverage its positioning via a cohesive operational marketing strategy that relied heavily on advertising (Ahmed, Kristal & Pagell, 2014, p. 4).
Determining customers' preferred combination of determinant attributes, one of the steps in the positioning process as described in the text, requires a heavy investment of resources into operational marketing and only major firms are in the position of allocating such large amounts of funds into such activities. The need for resources is evident in specific case studies, such as when applying the domains to the Health through Walls organization marketing management plan ("Health Through Walls," 2014). Likewise, when evolving new brands within the same firm, the positioning strategy can be even more straightforward, as brands…
Strategic positioning is the positioning of an organization (unit) in the future, while taking into account the volatile environment, plus the systematic recognition of that positioning. The strategic positioning of an organization includes the planning of the desired future position of the organization. On the basis of present and foreseeable progress, and the making of plans to realize that positioning. The strategic positioning method is devised from the business world. The method
In order to be known into the market place and as a new entrant, the company will provide its target market with an affordable cost while providing them a high quality products and services. The company will be given the customer and client a price that is lesser than its competitors so that the consumer will be enhanced to buy and patronize the Global Smart Card. Each card is
"Serving small rather than large customers or densely rather than sparsely situated customers are other examples in which the best way to configure marketing, order processing, logistics, and after-sale service activities to meet the similar needs of distinct groups will often differ" (Porter, 1996, p.67). But choosing a unique position, however, is not enough to guarantee a sustainable advantage. A competitor can reposition itself to match a superior performer by
The company will also offer training service for small and home businesses. ATC will achieve strategic positioning by delivering value proposition for its product and services. ATC will use packaging, brand name, styling, quality, and safety to position its products. The company will use cost advantages to compete in distinctive way. Price: ATC will offer its product and services at industry average price. The company will not offer its products
A Refreshing Vision: Fizzy Fountain�s Unique ApproachExecutive Summary of Fizzy Fountain�s Business Plan1. Company Overview: Fizzy Fountain focuses on revolutionizing the fruit juice sector by combining health-centric options with carbonation. The goal is to offer innovative, convenient, personalized carbonated beverages, maintain natural fruit essences, and redefine industry standards in flavor, quality, and sustainability.2. Strategic Focus: The company aims to cater to a growing trend towards healthier beverage options, leveraging advancements
The company tried breakfast food with little success, and failed at branching out into music as well. Overall, there is little evidence that Starbucks can be anything other than a coffee company. Despite the weaknesses, there are a number of great opportunities in the market. The best is the opportunity that Starbucks is already pursuing in emerging markets. There is a strong focus on Asia and the Middle East. The