Objective: To learn how to develop a positioning map for a given industry and its competitors based on their strengths and weaknesses AND to identify a positioning statement for ONE new competitor.

STEPS:

$1.$Select ONE of the Cases.

$2.$ Create a positioning map of the selected case$-$industry.

$3.$ Identify a gap on the map where a new competitor may find a unique positioning.

$4.$ Develop a positioning statement for that new competitor following the format showed in class: "For $($our target market$),($our brand$)$ of all $($product type$)$ delivers $($key benefits or point of differentiation$)$ because $($our brand$)$ is $($reasons to believe$)."$