A product positioning map helps measure your organization against the competition on two dimensions that are important in your marketplace. Examples could be capacity, customer service, conservative versus edgy, price, convenience, or customer loyalty. Many organizations are increasingly using product positioning maps to find ways to implement strategies. Organizations continually look at how their products and services are positioned in comparison to competitors. This information is especially useful for marketing managers. To develop a product positioning map for your organization, first you must determine the two important factors and desсrіptors for the ends of the continuums. See Figures 7-11 and 7-12 in your eBook (textbook), for examples. Include your organization′s competitors in your map for the same two factors you choose for your company. Make sure to analyze and discuss issues that leaders face when interpreting these results.
