Supportsoft Glossary

Market Positioning for Competitive Advantage

Market positioning is the methodical process of establishing how a company, product or service will be seen by potential customers (target) in comparison with the offerings of other companies (competitors) in the same industry. It provides a clear and unique value proposition that meets the needs of customers and differentiates that company or offering from those within the competitive landscape.

Establishing an effective positioning requires extensive knowledge of the market, customer expectations, and competitive landscape to determine how to appropriately develop and deliver value. Positioning influences every aspect of a company—including messaging, branding, pricing and overall marketing strategy. In an online environment (e.g., social media), positioning is established through consistent messaging throughout a website, blog, and/or marketing material.

For many IT and ITES service providers, positioning emphasises their technical expertise, specialisation within an industry, ability to scale, and reliability of service or product. Clearly defined positioning assists with simplifying complex offerings and attracting customers within desired segments.

When data and ongoing market research are used to support an organisation's positioning, an organisation will gain:

+ a heightened perception of Brand Credibility

+ support for Premium Pricing

+ Long-term Competitive Advantage