Now, using the positioning matrix, evaluate the positioning alternatives for a product or product category as follows:

1. A competitor analysis
2. The quality-price choices
3. The promotion-distribution alternatives, including quality and price in the analysis
4. An overall evaluation of alternatives, similar to the example shown in Figure 5.17.

Distribution: Exclusive Distribution: Wide Quality: Basic High Basic High Figure 5.17 Example Brands in the Framework Price: Low Visa Google OnStar Gold's Gym Promotion: Heavy High Absolut Lexus Curves gyms Viagra Low Costco Sharpie pens IKEA MOMA Promotion: Light High Microsoft Microsoft Starbucks Six Flags Parks Four Seasons