$1.$ Positioning Strategy $($Keyboard Navigable Alternate Version$)$

Positioning Strategy

This activity is important because companies introducing a new product face a decision critical to its long$-$term success: How should the firm position its new product such that prospective buyers view it as desirable as compared to those products offered by its competitors?

For the purpose of the activity, imagine that you are a marketing manager working for a startup golf equipment company that is introducing a new line of golf clubs. The company must decide how it wants to enter the market and, more importantly, how it will position this new line of clubs.

The goal of this activity is to demonstrate your understanding of the different types of product and promotion strategies firms utilize as part of their global marketing programs.

Match the descriptions of the hypothetical golf clubs to a combination of attributes.

Beginner or Infrequent Player$/$Value Price High Skill Level$/$Value Price High Skill Level$/$Premium Price Beginner or Infrequent Player$/$Premium Price

Match each of the options above to the items below.

Overinflated self$-$image$$Unskilled players who want to look like professionals by spending a lot of money

Inexpensive$$Clubs made for beginners and infrequent players who don't want to tie up much money in a set of golf clubs

Good value$$Clubs that are targeting the better players but are not too expensive

Only the best$$Clubs that are made for professionals and skilled amateurs and carry a price to match

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