Midterm Spring $2024$ i

Positioning Strategy

$35$

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

Read the description of the golf clubs introduced by the startup and decide how to position each product, then drop each product onto the perceptual map in the correct quadrant.