Mapping Your Competitive Position
Publication Date: November 01, 2007
A price-benefit positioning map helps you see, through your customers’ eyes, how your product compares with all its competitors in a market. You can draw such a map quickly and objectively, without having to resort to costly, time-consuming consumer surveys or subjective estimates of the excellence of your product and the shortcomings of all the others. Creating a positioning map involves three steps. First, define your market to include everything your customers might consider to be your product’s competitors or substitutes. Second, track the price your customers actually pay (wholesale or retail? bundled or unbundled?) and identify what your customers see as your offering’s primary benefit. This is done through regression analysis, determining which of the product’s attributes (as described objectively by rating services, government agencies, R&D departments, and the like) explains most of the variance in its price. Third, draw the map by plotting on a graph the position of every product in the market you’ve selected according to its price and its level of primary benefit, and draw a line that runs through the middle of the points. What you get is a picture of the competitive landscape of your market, where all the products above the line command a price premium owing to some secondary benefit customers value, and all those below the line are positioned to earn market share through lower prices and reduced secondary benefits. Using examples as varied as Harley-Davidson motorcycles, Motorola cell phones, and the New York restaurant market, Tuck professor D’Aveni demonstrates some of the many ways the maps can be used: to locate unoccupied or less-crowded spaces in highly competitive markets, for instance, or to identify opportunities created through changes in the relationship between the primary benefit and prices. The maps even allow companies to anticipate–and counter–rivals’ strategies.
Pages: 11
To download this product after your purchase, simply sign-in to hbr.org and visit the “Purchases” area of your account.
Educators: Register as a Premium Educator at
hbsp.harvard.edu
, plan a course, and save your students up to 50% with your academic discount.
Students: Tell your instructors about the savings at
hbsp.harvard.edu.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order.
When you place your first order on HBR.org and enter your credit card information and shipping address, ‘Speed-Pay’ ordering is enabled. ‘Speed-Pay’ is a service that saves the credit card details from your most recent purchase and allows you to re-use that card for future purchases. If you click the Speed-Pay button on any product detail page, your order will be charged to the most recent credit card information attached to your account and shipped (if applicable) to the last address we have on file for you. For more details
Educators: Register as a Premium Educator at hbsp.harvard.edu, plan a course, and save your students up to 50% with your academic discount.
Students: Tell your instructors about the savings at hbsp.harvard.edu.
Note: Quantity pricing discounts will be reflected at Checkout, prior to submitting your order. If you need to make additional copies to distribute, please purchase copyright permission.
Ebook: A digital book provided in three formats (PDF, ePub, and Mobi) for the price of one. Accessible within “My Library” upon purchase.
Hardcopy, paperback, softbound, magazine: Physical copy shipped from our warehouse to your requested shipping location.
PDF: PDF digital file. Accessible within “My Library” upon purchase.
Bundle: A themed collection containing two or more items at a special savings.
Note: Some of our products are available in other languages besides English, for example a “Spanish PDF” format means you will receive a PDF in the Spanish language.
A security code is added protection against credit card fraud. It is a 3 or 4 digit number appearing on the front or back of your credit card. See examples below.
Visa and Mastercard
The security code has 3 digits and appears on the BACK of the card in the signature panel.
American Express
The Card Identification Number (CID/4DBC) is a four-digit, non-embossed (flat) number that is printed on every American Express Card.
The CID/4DBC is ALWAYS located ABOVE the embossed (raised) account number on the face of the card. In some instances, the CID/4DBC is located on the left side of the card, but is always above the account number. Some cards have a four-digit number embossed below the account number, but this is not the CID/4DBC
If you have a promotion code, please enter it below. This promotion code field is case sensitive so please type all capital letters.
This product is intended for individual use only. To learn more about volume discounts for organizations and license opportunities for consultants, contact Lindsey.Dietrich@harvardbusiness.org.
Unable to locate your subscription account #?
Mapping Your Competitive Position
Research & References of Mapping Your Competitive Position|A&C Accounting And Tax Services
Source