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Referring to the positioning strategies of Blackberry and eBay presented in the lecture, please discuss the pros and cons of their strategies. Do you think these strategies lead to a weaker competitive status in the market? Why or why not? (limit: 50- 100 words per answer).

Referring to the positioning strategies of Blackberry and eBay presented in the lecture, please discuss the pros and cons of their strategies. Do you think these strategies lead to a weaker competitive status in the market? Why or why not? (limit: 50- 100 words per answer).

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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Referring to the positioning strategies of Blackberry and eBay presented in the lecture, please discuss the pros and cons of their strategies. Do you think these strategies lead to a weaker competitive status in the market? Why or why not? (limit: 50- 100 words per answer).

 

Positioning Examples For example, during its early stages of the product life cycle, Blackberry mobile phone's positioning goes: "To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to people and resources while on the go, more easily and reliably than the competing technologies." eBay, by contrast, has a much shorter positioning statement during its early years:" No matter what 'it' is, you can find 'it' on eBay!" These positioning strategies have worked well for Blackberry and eBay for some time, but both companies have been struggling to keep up with their competitors recently. Think about it – what went wrong for them? Share your thoughts in the quiz. Competitive Advantage Indeed, some analysts argue, despite their positioning efforts, Blackberry and eBay fell short in attaining strong enough competitive advantages. Competitive advantage is the extent to which a company can position itself as providing superior value. Competitive advantage can be achieved via product differentiation, providing a convincing “point of difference" to your customers. That is, why should a customer buy from you, not your competitors. It can be a daunting task to evaluate all your product attributes, and how your customers think of these attributes, in order to figure out your competitive advantages. That's when a perceptual mapping can help marketers to understand their competitive positioning better.
Transcribed Image Text:Positioning Examples For example, during its early stages of the product life cycle, Blackberry mobile phone's positioning goes: "To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to people and resources while on the go, more easily and reliably than the competing technologies." eBay, by contrast, has a much shorter positioning statement during its early years:" No matter what 'it' is, you can find 'it' on eBay!" These positioning strategies have worked well for Blackberry and eBay for some time, but both companies have been struggling to keep up with their competitors recently. Think about it – what went wrong for them? Share your thoughts in the quiz. Competitive Advantage Indeed, some analysts argue, despite their positioning efforts, Blackberry and eBay fell short in attaining strong enough competitive advantages. Competitive advantage is the extent to which a company can position itself as providing superior value. Competitive advantage can be achieved via product differentiation, providing a convincing “point of difference" to your customers. That is, why should a customer buy from you, not your competitors. It can be a daunting task to evaluate all your product attributes, and how your customers think of these attributes, in order to figure out your competitive advantages. That's when a perceptual mapping can help marketers to understand their competitive positioning better.
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