Answer to Question #263475 in Management for Lee

Question

Discuss the most appropriate traditional positioning strategy to ensure your country of choice (Switzerland).

The positioning strategy is aimed to position the outdoor equipment store in its entirety and not a specific product.

Note: It is important to motivate your choice.   

Answer 1

A positioning strategy is a plan that aims to put a firm or product in a market position that is both lucrative and sustainable. A great brand strategy depends on properly communicating your uniqueness versus rivals. You must consistently convey these differentiators to customers. One of the greatest ways to do this is by connecting your branding with your distinct value offerings. A lucrative market position will not be sustained until it is in some manner difficult to replicate or “defendable,” whereas a defendable position that is not profitable is not sustainable for the firm. Unless a firm produces goods and services that are distinctive and useful to target consumers, or to some degree difficult to duplicate, their position will be subject to imitation as we described in the differentiation section.

The Swiss have a more conservative attitude toward novel ideas, and a privacy-oriented worldview is often at the forefront. This is not always a negative thing, since the Swiss economy has grown in recent years, while others have suffered. However, as a consequence, some processes and technology take longer for Swiss enterprises to implement. Marketing automation solutions are one of them, and inbound marketing has been slow to gain traction in Switzerland's corporate environment. Strategic planning is a critical step in the application of marketing because it enables marketers to think strategically. It entails an examination of Switzerland's internal and external marketing environments.