When running a small business one always looks for ways to improve and eventually take it to new heights (Dylan, 2007). Marketing is the surest way of achieving this. This is because marketing in any business virtually entails keeping customers satisfied and creating value for them (Jensen n.d.). Therefore, marketing maintains the relationship between a business and its customers and thus keeps it going. On the other hand, when some marketing strategies are not applied effectively, marketing becomes less efficient. One of the indispensible marketing strategies is positioning. This post hence summarizes the most important issue in market positioning.

     According to Recklies (2001), “The position of a product is the sum of those attributes normally ascribed to it by the consumers”. Market positioning is, therefore, how the clients view a business’ products and services (Dylan, 2007). Consequently, a business’ product and services must be viewed positively by the customer, (Wallace, 2011), for them to be a success. This differentiates a business from the rest which then results to its occupying a specific space in a given market.

     Price, level of service, geography, quality of service and target market are the common positioning factors that can be exploited by a business (Dylan, 2007). Therefore, if these factors are chosen and applied effectively, chances are that, a business will perform well.

     Lastly, a well positioned product leads to more sales while a poorly positioned product attracts low sales (Wallace, 2011). There is a universal saying that states, “A good product sells its self”. For that reason, market positioning determines whether a certain business will succeed or fail (Dylan, 2007)

References

Dylan, W. (2007). Small Business, Big Marketing. A Practical Guide to Marketing for Small  Businesses on a Tight Budget.

     Retrieved 9th November 2011 from

     http://www.marketingyoursmallbusiness.com/images/SmallBusinessBigMarketing.pdf

Jensen, K.B. Marketing Strategy for Small Business. Ryerson Polytechnic University.

     Retrieved 9th November 2011 from

     http://www.ryerson.ca/~kjensen/marketing/chapter1.pdf

Recklies, D. (2001). Positioning as a Strategic Marketing Decision.

     Retrieved 9th November 2011 from

     http://www.themanager.org/pdf/positioning.pdf

Wallace, O. (2011). What Is Market Positioning?

     Retrieved 9th November 2011 from

     http://www.wisegeek.com/what-is-market-positioning.htm