ABSTRACT
Positioning concerns the perceptions of the customers with regard to the product or service of the enterprise. It is thus not about the actual product or service, but the image of this product or service the customer has. When an enterprise wishes to position itself, it is important to select values to which apply: the target group must consider them important; the enterprise is strong in them; and the competition is less strong in them. Positioning is therefore intended to get into the mindset of the customer and be distinguished therein with regard to the competition. Positioning comprises three levels: corporate level, product group level, and product level. These levels should be attuned to each other. If at corporate level it is radiated that there is no R&D but new products are constantly coming onto the market, then these positioning levels are not in line with each other.
