Market Entry in Emerging Markets: Market Positioning Essay Example

only take place at the right time and under the right circumstances. " What most will agree on is that Positioning is something (perception) that happens in the minds of the target market.It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position.

But a company can positively influence the perceptions through enlightened strategic actions. Product positioning process:

• Defining the market in which the product or brand will compete (who the relevant buyers are)
• Identifying the attributes (also called dimensions) that define the product 'space'
• Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
• Determine each product's share of mind
• Determine each product's current location in the product space
• Determine the target market's preferred combination of attributes.

The best way to achieve this is by gaining competitors' customers (part of their market share). Other ways include attracting non- users of your product or convincing current clients to use more of your product/service (by advertising etc).Ansoff developed the Product-Market Growth Matrix to help firms recognise if there was any advantage of entering a market. Market penetration occurs when the product and market already exists.