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Strategic Positioning and Sustainable Competitive Advantage for Growth of Industry

Author

Listed:
  • K. Prabhakar Rajkumar

    (Periyar University)

  • Mareena Abraham

    (Periyar University)

Abstract

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. In order to acquire an effective competitive advantage on the market, the product/ brand must be understood by the prospects in a certain way. The outcome of positioning is the depiction of a clear image in the prospect's mind of what the product can offer or mean. A clear position in the prospect's mind should be one of the most important goals in marketing. The marketing endeavour in any company should be focused on achieving a desired position in a prospect's mind.

Suggested Citation

  • K. Prabhakar Rajkumar & Mareena Abraham, 2018. "Strategic Positioning and Sustainable Competitive Advantage for Growth of Industry," Shanlax International Journal of Management, Shanlax Journals, vol. 5(S2), pages 160-167, April.
    • Handle: RePEc:acg:managt:v:5:y:2018:i:s2:p:160-167
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