Strategic positioning must be communicated clearly to customers from "summary" of Competitive Strategy by Michael E. Porter
Strategic positioning is a critical aspect of a company's competitive strategy. It involves making choices about how a company will compete in the market and what sets it apart from its competitors. However, simply defining a strategic position is not enough. It is essential that this position is effectively communicated to customers. Clear communication is key because customers need to understand what makes a company unique and why they should choose its products or services over those of competitors. Without this understanding, customers may not see the value that a company offers, leading them to choose a competitor instead. Effective communication of strategic positioning requires more than just stating a company's competitive advantages. It involves crafting a message that resonates with customers and clearly articulates why a company's offerings are superior. This message should be simple, straightforward, and easy for customers to grasp. Furthermore, consistent communication is crucial. A company must ensure that its messaging is uniform across all touchpoints, including advertising, marketing materials, and customer interactions. Inconsistencies can confuse customers and dilute the impact of a company's positioning. In addition to clarity and consistency, strategic positioning must also be communicated in a way that is relevant to customers. This requires understanding the needs, preferences, and values of the target market and tailoring the message accordingly. By speaking directly to customers' concerns and desires, a company can create a stronger emotional connection and increase the likelihood of attracting and retaining customers.- Effective communication of strategic positioning is essential for a company to differentiate itself in the market and gain a competitive advantage. By clearly and consistently articulating what sets it apart, a company can attract customers, build loyalty, and ultimately achieve long-term success.
