Strategic Positioning and Sustainable Competitive Advantage for Growth of Industry

K. Prabhakar Rajkumar and Mareena Abraham
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K. Prabhakar Rajkumar: Periyar University
Mareena Abraham: Periyar University

Shanlax International Journal of Management, 2018, vol. 5, issue S2, 160-167

Abstract: Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. In order to acquire an effective competitive advantage on the market, the product/ brand must be understood by the prospects in a certain way. The outcome of positioning is the depiction of a clear image in the prospect's mind of what the product can offer or mean. A clear position in the prospect's mind should be one of the most important goals in marketing. The marketing endeavour in any company should be focused on achieving a desired position in a prospect's mind.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:acg:managt:v:5:y:2018:i:s2:p:160-167

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