This Activity Assignment Will Help Students Understand Conce ✓ Solved

This Activityassignment Will Help Students Understand Concept Of Posi

This activity/assignment will help students understand the concept of positioning and its importance. The assignment requires students to find a company that is struggling and analyze where it currently stands in the positioning matrix. Students should evaluate whether the company could achieve greater success by altering any of its marketing mix elements (the Ps—product, price, place, promotion). The task involves writing a reflective essay that thoroughly explores these questions, avoiding bullet points and ensuring a narrative flow of at least 1.5 to 2 pages. The essay must be formatted in Times New Roman, 12-point font, double-spaced, with 1-inch margins, and include at least one scholarly or professional outside source related to marketing management, in addition to the textbook. Proper APA formatting and citations are required.

Sample Paper For Above instruction

Introduction

Understanding positioning in marketing is essential for businesses striving to establish a competitive advantage and connect effectively with their target audience. The positioning matrix, a strategic tool, allows companies to analyze their current market stance and identify opportunities for refinement. For this assignment, I selected the struggling retail chain, Sears, as a case study. Once a leader in department stores, Sears has faced significant challenges over recent years. Analyzing its position within the marketing positioning matrix reveals insights into potential strategic shifts that could foster recovery and growth.

Current Position of Sears in the Positioning Matrix

Sears historically occupied a broad position in the market, spanning mid-tier and value-conscious consumers. However, in recent years, the company's positioning has become increasingly ambiguous, reflecting decline in brand perception and customer loyalty. Currently, Sears appears to be situated in the "mid-low" quadrant of the positioning matrix—characterized by moderate product offerings, competitive pricing, and declining brand image.

This positioning is indicative of their attempt to serve budget-conscious consumers but without a clear differentiation strategy. Several external factors, such as the rise of e-commerce giants like Amazon and discount stores like Walmart, have contributed to Sears' struggles. The company's inability to adapt its marketing strategy and redefine its positioning has further exacerbated these challenges.

Could Sears Benefit from Repositioning? What Changes Are Needed?

Repositioning could be a vital strategy for Sears to regain market relevance and improve financial performance. The company could shift toward the "low-price, high-value" segment by enhancing its product offerings while emphasizing affordability. Alternatively, Sears could reposition itself as a specialty retailer in appliances and tools, capitalizing on its existing strengths in these categories. Such strategic repositioning would require modifications to its marketing mix, especially its product and promotion strategies.

To move toward a positioning of "high-quality, value-driven," Sears would need to improve product quality, enhance customer experience, and communicate these changes effectively. This might involve investing in exclusive product lines, offering competitive financing options, and leveraging digital marketing channels for targeted promotions. Conversely, repositioning toward a "luxury" or premium segment would require a significant overhaul of the brand image, including premium store environments and high-end product offerings, which may be less feasible given current financial constraints.

Implications of Changing the Ps

Adjusting the marketing mix components—product, price, place, and promotion—could significantly impact Sears' market position. For instance, emphasizing product quality and exclusivity could help redefine its brand perception. Pricing strategies should align with the intended positioning—either competitively low or premium pricing. Distribution channels should be optimized based on the target market, integrating e-commerce and brick-and-mortar stores. Promotions should focus on clear, compelling messaging that aligns with the new brand positioning, aiming to rebuild trust and loyalty among consumers.

Such strategic shifts could help Sears move toward a more sustainable position within the matrix, either by moving to higher-value segments or consolidating its share in the budget-friendly retail space. However, these changes should be carefully planned, considering financial constraints and market dynamics.

Conclusion

Sears' current placement in the mid-low quadrant of the positioning matrix reflects its ongoing struggle to maintain relevance. To reverse this trend, the company needs to reposition itself by realigning its marketing mix components and clarifying its brand value proposition. Whether moving toward a low-cost, high-value strategy or repositioning as a specialty retailer, strategic changes must be backed by thorough market research and informed by consumer insights. Proper repositioning can improve Sears’ competitiveness and help it navigate its challenges in the evolving retail landscape.

References

• Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2015). Marketing Management (14th ed.). Pearson.
• Ries, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw-Hill.
• Hollensen, S. (2015). Marketing Management: A Relationship Approach (3rd ed.). Pearson.
• Kapferer, J.-N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page.
• Jaakkola, E., & Hakanen, T. (2013). Customer Participation in Value Co-Creation. Journal of Marketing Management, 29(13-14), 1534-1552.
• Moorman, C., & Rust, R. T. (1999). The Role of Marketing. Journal of Marketing, 63(Special Issue), 180–197.
• Levitt, T. (1960). Marketing Myopia. Harvard Business Review, 38(4), 45-56.
• Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
• Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). Pearson.
• Grönroos, C. (2007). Service Management and Marketing: Customer Management in Service Competition. Wiley.