Market Positioning
Positioning is the place an organisation wishes to occupy in the mind of its target audiences
A positioning statement is an externally directed statement that articulates how a company wishes to be seen in the world. It is inherently competitive and it should set out to be uniquely differentiating in a long term and sustainable way.
It provides the template against which all-key management decisions can be measured. It provides focus and clarity and introduces a discipline for the consistent operation and presentation of the business. As such it provides an extremely powerful tool to help manage the business.
It underpins the whole of the communications strategy (and in the event that a new name or identity is required, it provides the strategic direction for the creative thinking.)
It sets up a clear expectation both internally and externally, an expectation that the business has to deliver to remain both credible and competitive.
The process of developing a Positioning Statement requires a deep understanding of the business: its strategy and culture and the environment in which it operates.
It is an iterative process, at its most powerful when it allows the involvement of all the key stakeholders.
An Example of a Positioning Statement:
ALSTOM Train Services
· What business are we in?
We are in the business of providing bespoke train-life services.
The phrase 'train-life services' indicates our ability to manage the entire working life of a train from beginning to end.
Our clients are train operators, rolling stock owners, and maintainers.
· What do we deliver to our clients?
Train availability, reliability, safety and cost-effectiveness.
· How do we meet our clients' needs?
Through a core range of service products, covering every aspect of parts supply, train and equipment maintenance, technical support and renovation
· What is the ultimate benefit of the train-life services we provide?
Our clients' customers (travelling passengers and freight carriers) experience consistently high levels of service-efficiency and punctuality, on well-maintained and well-presented trains.
· What is the vision for our business?
To undertake whole-life management of our clients' trains, To deliver improved efficiencies, cost-effectiveness, relevant expertise and added value
· What are the qualities that will enable us to deliver our vision?
Our creativity and our ability to innovate
Our proven skills, expertise and specialist facilities
Our position as the industry's leading force
Our belief in the value of train-life services
We are client-responsive; customer-aware; of the future.
We are true partners.
Strapline / descriptor: ‘Train-Life Management’