chapter  9
9 Pages

Competitive strategy: dynamics of positioning

An individual offering is defined in this book as one that has a unique triangular position in relation to customers and competitors. If we therefore

modify an offering like a soft drink, say by giving it a new advertising slogan or package that will make it more attractive tomorrow, its triangular positioning will change. That makes it a new offering and a new firmlet. Similarly, if we take an otherwise unchanged offering and extend the territory where we market it, say from the USA to Canada, it may have different competitors there, or be seen in a different competitive light by customers: once again, it will have a new competitive positioning, and will be a new offering. This strict use of words is helpful and necessary to a full understanding of competitive positioning and strategy.