Title

Generating Marketing Strategy Priorities Based On Relative Competitive Position

Abstract

The marketing manager has little or no guidance in formulating competitive strategies. This article presents a marketing strategy planning tool based on customers' perceptions of the positions of competing brands across various product attributes. The method, called “Simultaneous Importance-Performance Analysis,” advocates focusing attention on relevant competitors' positions and attacking or defending market territory selectively. An example of its application is provided to illustrate its usefulness. The tool provides a framework for prioritizing alternative marketing strategies and is helpful in deciding on the allocation of limited marketing resources to design an efficient short-range marketing plan. We will first discuss the nature of competitive advantage strategy and look at the marketing manager's dilemma on how to select tactics to develop a competitive advantage. We will then describe and illustrate “simultaneous importance-performance analysis,” based on importance-performance analysis. Finally, we will suggest how this technique might be integrated into a company's strategic planning system. © 1986, MCB UP Limited

Publication Date

4-1-1986

Publication Title

Journal of Consumer Marketing

Volume

3

Issue

4

Number of Pages

49-

Document Type

Review

Personal Identifier

scopus

DOI Link

https://doi.org/10.1108/eb008179

Socpus ID

84921467753 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84921467753

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