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Positioning Analysis and Strategies

Part 1. Marketing Strategy

  1. U. N. Umesh

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01049

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Umesh, U. N. 2010. Positioning Analysis and Strategies. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Washington State University, Vancouver, WA, USA

Publication History

  1. Published Online: 15 DEC 2010


As the world becomes a globalized economy, billions of people continue to hold on to their individual values and expectations. Firms that cater to these individuals need to position their products and brands to satisfy their specific needs. A single product is unlikely to satisfy the needs of billions of people, suggesting a need for multitudes of offerings by one or more firms. An organization's offering occupies a distinct and valued place in the mind of the customer, relative to competitive offerings. Customers can also be firms that buy from other firms. The challenge to firms is to create a sufficiently broad offering that will be viewed as suitable by a large group of customers so as to achieve economies of scale, rather than creating a separate unit for every single customer. Mispositioned offerings can fail as they will not satisfy the needs of customers, and there are eager competitors waiting in the wings to cater to their specific needs.


  • positioning;
  • position;
  • target customer;
  • brand;
  • global brand;
  • product