Create A Positioning Map For An Organization Of Your Choice

Create A Positioning Map For An Organization Of Your Choice And Analyz

Create a positioning map for an organization of your choice and analyze the results. Introduction A positioning map helps measure an organization against the competition on two dimensions that are important in the marketplace. Examples could be capacity, customer service, conservative versus edgy, price, convenience, or customer loyalty. Many organizations are increasingly using product positioning maps to look at how their products and services are positioned in comparison to competitors and to find ways to implement strategies. This information is especially useful for marketing managers. Implementation is sometimes more difficult than strategy formulation. Annual objectives, the organizational chart, and organization culture can be used to increase the probability of implementation. A good strategy does not guarantee successful implementation. Although they are interdependent, they are different by nature. Strategy implementation means change. The real work begins after the strategies are created. Implementation requires the support and hard work of employees, and resistance can sabotage implementation. Managers and employees must be motivated to implement strategies. Implementation requires matching structure to strategy, linking performance to pay, creating a change climate, managing political relationships, creating a strategy-supportive culture, adapting key processes, and managing human resources. Establishing objectives and policies and allocating human resources are also important to implementation. Successful strategy implementation depends on the cooperation of all the functional managers: Marketing is frequently required to increase sales revenue with new products. Finance managers must find implementation approaches at low cost and minimum risk. Research and development has to transfer complex technologies or develop new technologies to implement strategies. Information systems is tasked to provide leadership and training for employees. It is clear that these requirements, and more, determine an organization's success. Preparation The following resources are required to complete the assessment. CAPELLA RESOURCES Click the links provided to view the following resources: Positioning Map Template [DOC] . Create a positioning map for an organization of your choice. Select an organization to analyze. Ideally, the company you choose will be a familiar one and one to which you have easy access, such as your place of employment or a company close to where you live. You may use the same organization for other assessments in this course. Assess your chosen organization against potential competitors. Complete the following: Using the Positioning Map Template [DOC] linked above, determine two important factors and descriptors for the ends of the continuums, such as capacity, customer service, convenience, et cetera. Include your organization's competitors in your map for the same two factors you chose for your selected company. Analyze the results. Discuss issues that leaders face when interpreting these results. Additional Requirements Written communication: Written communication is free of errors that detract from the overall message. APA formatting: If you use sources, ensure that resources and citations are formatted according to current APA style and formatting guidelines. Font and font size: Times New Roman, 12 point. Competencies Measured By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria: Competency 2: Analyze issues associated with stakeholders in the strategic planning process. Analyze an important factor for both the vertical and horizontal axes of the continuum. Compare an organization against the competition on the same two factors. Analyze issues leaders face when interpreting the results of the positioning map.

Paper For Above instruction

Introduction

Positioning maps serve as vital strategic tools that allow organizations to visualize their market position relative to competitors based on two critical dimensions. These maps facilitate understanding of how a company's products or services are perceived in the marketplace, guiding strategic decision-making. This paper presents the creation of a positioning map for Nike Inc., a global leader in athletic apparel and footwear, and analyzes the implications of its positioning relative to key competitors such as Adidas and Under Armour.

Selection of Dimensions

For the purpose of this analysis, two dimensions were selected: Price and Customer Service. The rationale behind choosing these factors lies in their significant influence on consumer purchasing decisions in the athletic apparel sector. Price serves as a measure of affordability and value proposition, while customer service reflects the quality of post-sale support, brand engagement, and shopping experience. These dimensions are also instrumental in distinguishing market positioning among competitors.

Constructing the Positioning Map

Using a structured template, the organization’s and competitors’ positions were plotted along the axes of Price (ranging from Low to High) and Customer Service (from Poor to Excellent). Nike was positioned as offering premium products at higher prices but with high customer service, including personalized shopping experiences, extensive support, and innovative digital engagement. Adidas was situated as offering mid-range prices with solid customer service, balancing affordability with quality. Under Armour was placed in the mid-to-high price tier with average customer service, emphasizing performance technology but with potential enhancements in customer support.

Analysis of the Positioning Map

The visual representation elucidates Nike’s premium market position, targeting consumers willing to pay a higher price for superior service and innovative products. Adidas occupies a competitive middle ground, appealing to cost-conscious yet quality-seeking customers. Under Armour’s positioning indicates a focus on performance athletes but with room to improve in customer engagement. The analysis reveals that Nike’s high-price and high-service approach aligns with its branding strategy of innovation and premium quality, but it risks exclusion of more price-sensitive consumers.

Insights and Challenges in Interpretation

Interpreting the positioning map poses several challenges for organizational leaders. Firstly, maintaining differentiation while preventing market saturation requires continuous innovation and brand reinforcement. Secondly, perceptions of customer service can vary across regions and customer segments, complicating uniform strategy implementation. Thirdly, competitive moves such as price cuts or service enhancements by Adidas or Under Armour can shift the perceived positions, requiring adaptive strategies.

Leaders must also consider external factors such as economic downturns or shifts in consumer preferences, which can alter the map’s implications. The dynamic nature of market positioning underscores the need for ongoing market research and flexible strategic responses. Leaders face the critical issue of balancing brand prestige with accessibility, ensuring that strategic positioning remains relevant and sustainable in a competitive environment.

Conclusion

The creation and analysis of a positioning map provide valuable insights into an organization’s standing within its industry. For Nike, the high-value, high-service positioning supports its brand image but necessitates vigilance against evolving market conditions. Effective interpretation of such maps requires leaders to consider external influences, internal capabilities, and competitive strategies continuously. Ultimately, positioning maps are powerful tools that facilitate strategic agility and informed decision-making in a competitive marketplace.

References

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