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
Copyright Status
Unknown
Socpus ID
84921467753 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/84921467753
STARS Citation
Burns, Alvin C., "Generating Marketing Strategy Priorities Based On Relative Competitive Position" (1986). Scopus Export 1980s. 160.
https://stars.library.ucf.edu/scopus1980/160