How to Create a Strategic Position for your Company

A strategic position statement is kind of like a statement

for your company. You want to explain this statement how

you view your company and how you view it within the rest

of your marketplace.

Circuit City is a good example. It's an electronic

department store that is making excellent profit margins

while their competition is going out of business. They've

taken a unique strategic position, being number one in

service and taken that all the way down to their USP which

is "Service Above Beyond All That Is Expected."


It's almost impossible to be the best in all and that's why

you need to figure out what makes your unique and what your

strategic positioning is going to be. What's your number

one calling card or claim to fame going to be?

There have been tons written about the subject positioning.

Positioning has been the marketing philosophy for most

successful companies over the last ten years. But what is

it? And how can you use it? What place do you hold in the

public's mind? If the answer is none, then again, you have

a problem.

If you hold no place or a negative one in your public or

Marketplace's minds, then they're not going to do business

with you.

For example Sony has been first at innovation. They to be

first in whatever's next in technology. K-Mart the cheapest

price store that won't be undersold. Price and full lines

are their battlefields for your mind.

What's the best battlefield (Strategic Position) for you to


You've got to understand that any decision to buy or use

someone takes place in the mind. So, if you're not in mind

then they probably won't buy from you or use you. You

basically, "aren't there" without a position.

Some of the most common examples of positioning are

service, speed of delivery of service, latest technologies,

Guarantees, and lowest price.

Your company probably has already carved out a niche for

itself of some kind. The problem here is that too many of

you owners out there don't even realize what the identity

of that niche is. Often times the salespeople know what it

is better than the owners do.

The customers really know best. What you need to do is find

out from your best customers why they are doing business

with you instead of someone else. This tells you what your

real niche or core competency is within your company right


If you think you do one thing and your customers think you

do another, then you need to make a decision. causes this

difference in perception? Did your marketing do too good of

a job advertising your weakness or what you do least

instead of best? Have you changed the way you do things and

haven't let your market know yet?

If from your results you think you're marketing the wrong

USP and losing business because your market has the wrong

perception of you, then change it.

These are not minor decisions. They are also not minor

decisions for your company. These can be make or break

decisions. The good thing is you can survey your market.

How to Create a Strategic Position for your Company

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