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.
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.
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. | |
Related Concepts | ||
