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How to formulate the market positioning strategy suitable for the enterprise to improve the market share of the enterprise?

2024-07-23 23:22:19 Source: Champ Consulting Visits:0

Target Market Analysis

Target market analysis is the basis for developing a market positioning strategy suitable for an enterprise. When conducting a target market analysis, the company's product or service characteristics, strengths, and target customer groups should first be identified. Next, through market research, consumer behavior research, competitor analysis and other means to collect information about the market, understand the needs of target customers, buying behavior, values, etc., while analyzing competitors' products, marketing strategies and market share. Based on this information, the characteristics, scale, growth potential and future trends of the target market can be determined, as well as the competitive position and advantages of the enterprise in the market.

In addition, it is necessary to consider the resources and capabilities of the enterprise to determine the market positioning strategy suitable for the enterprise. Target market analysis is an important basis for the formulation of market positioning strategies, which helps enterprises to better understand market demand, formulate accurate market positioning strategies, and improve their market share and profitability.

Competitor analysis

Competitor analysis is an indispensable step in developing a market positioning strategy suitable for an enterprise. By analyzing the market positioning strategy of competitors, it can help enterprises understand their own market positioning and gap, and formulate more differentiated market positioning strategy.

Competitor analysis can be carried out from the following aspects:

Competitor's market positioning: Understanding the competitor's target market, product characteristics, brand image, etc., can help companies understand the competitor's market positioning and differentiation strategy.

Market share of competitors: Understanding the market share of competitors can help companies understand their position in the market and develop more differentiated market positioning strategies.

Competitor's marketing strategy: Understanding competitors' marketing strategies, including advertising, promotional activities, sales channels, etc., can help companies understand competitors' marketing strategies and get inspiration from them.

Competitor's product characteristics: Understanding competitors' product characteristics, including product quality, price, function, design, etc., can help companies understand market needs and trends, so as to formulate market positioning strategies that are more in line with market needs.

Through the analysis of the above aspects, enterprises can understand the competitor's market positioning strategy, and get inspiration from it, to develop a more differentiated market positioning strategy. At the same time, competitor analysis can also help companies understand market needs and trends, so as to better meet consumer needs and increase market share.

Market research

Market research is a key step in determining market positioning strategies. Through market research, companies can understand customer needs and industry trends, identify market opportunities and challenges, and provide a basis for formulating market positioning strategies.

First of all, enterprises need to clarify the purpose and scope of research. Research purposes can include understanding market needs, identifying market opportunities, understanding competitors, etc. The scope of research can include customers, suppliers, distributors, competitors and other related parties.

Secondly, enterprises need to choose the appropriate research methods. Research methods include questionnaires, interviews, focus group discussions and so on. Different research methods are suitable for different research purposes and scope. For example, questionnaires are suitable for large-scale data collection, interviews are suitable for in-depth understanding of customer needs and attitudes, and focus group discussions are suitable for understanding customer behavior and decision-making processes.

Then, companies need to design research questionnaires or interview guides. The questionnaire or interview guide needs to be designed around the purpose and scope of the survey, taking into account the characteristics and language habits of the respondents.

Finally, companies need to analyze and interpret the findings. Research results can include information on customer needs, industry trends, market opportunities and challenges, and competitors' strengths and weaknesses. Enterprises need to combine the market positioning strategy, analyze and interpret the research results, and formulate the corresponding market positioning strategy. At the same time, enterprises also need to feedback the research results to the relevant departments, in order to adjust and improve products or services, improve the market competitiveness of enterprises.

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