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19 Examples of Competitive Position

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A competitive position is the value offered by a brand, product or service relative to the other offerings in a market. It is often modeled with a simple graph known as a competitive position map that plots your offerings against the competition for any two parameters that customers value. The following are illustrative examples of competitive positions.

Price

Products that offer few benefits typically compete on price. In some industries, price is everything and a lower cost base is a significant competitive advantage.

Decor

The decor of a location such as a restaurant. For example, the following competitive position map shows us that Pascal's offers fancy decor at a reasonable price.
(illustrative, fictional restaurants)

Quality

Quality such as artisan food versus food that uses commodity ingredients. For example, the following competitive position map is based on food quality and decor. It shows that Pascal's has a competitive weakness in that its food is low quality relative to its decor.
(illustrative, fictional restaurants)

Customer Service

The level of service offered.

Performance

The performance of a product or service such as the speed of a computing device.

Health

The perceived health benefits of a product or service.

Convenience

Saving the customer time and effort. For example, locations that are close to the customer.

Comfort

Features that make the customer feel good such as heated seats in an automobile.

Risk

The risk profile of a product or service such as an airline that is perceived as safe.

Functions

Functionality differences such as city bicycles versus mountain bicycles.

Identity

Identity such as brands that are primarily associated with snowboarding culture as opposed to brands that are viewed as a skiing brand.

Style

Styling differences such as modern furniture versus traditional.

Craft

Things that are handmade with skill as opposed to things that are factory produced.

Customization

Tailoring products and services to customer needs and preferences.

Variety

Variety such as an ecommerce platform with a million products in stock versus one with a thousand products in stock.

Terms

Terms such as a retailer with a generous return policy versus one known for rejecting returns.

Efficiency

Efficiency such as an electronic device that goes a day on a battery charge versus one that lasts 8 hours.

Usability

In many cases, a firm dominates an industry simply because their products are more pleasing and productive to use.

Capabilities

Capabilities such as an IT consultant that can source every role for a large project versus a consultant that can only source a few specialist roles.
Overview: Competitive Position
Type
Definition
The value offered by a brand, product or service relative to the other offerings in a market.
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