Positioning Map

Positioning Map or Competitive Map

(Perceptual Map)

START

Dra. Talía Gizeh Ramírez Tamez

INDEX

Examples

Introduction

Definition / Steps

Key Takeaways

Attributes

Video

Introduction

QUESTION 4

EXTERNAL ANALYSISWhat are the competitive positions that the industry rivals occupy? Who is the strongest?

Positioning maps show where existing products and services are positioned in the market so that the firm can decide where they would like to place (position) their product.

Definition

Steps

To build a competitive map, there are simple steps to follow:

Identify the competitive characteristics that distinguish the companies within the industry.

Choose the two most important ones, which are not directly related; they will be the axes.

Draw a circle or figure that represents the company (or strategic group) size in terms of income.

List the competitors and rate them.

Locate the competitors in the according section; some companies might share a position, group them.

Examples

Here are different examples. Remember, is not recommended to use quiality and price.

Video

As a rough guide, some likely determinant ATTRIBUTES in different product categories are shown in the following table:

• Firms use perceptual or positioning maps to help them develop a market positioning strategy for their product or service.
• As the maps are based on the perception of the buyer they are sometimes called perceptual maps.
• The characteristics must be relevant for the industry customers.
• Try to avoid using price as one of the axes, as price and quality are highly inter-related and will skew the results.

• Positioning maps show where existing products and services are positioned in the market so that the firm can decide where they would like to place (position) their product.

KEY TAKEAWAYS