Market positioning helps firms find success, and it’s more than just about having a desirable product or service. Thriving firms balance multiple outputs, from customer needs and buying behavior to capabilities and company culture. Every firm requires a bespoke approach to market positioning that amplifies the goals of the business while meeting the needs of their customers.
Market positioning strategy begins with data analytics. However, it is not enough to simply consume data. It is equally important to understand the specific customer, technology, or product that a business is targeting.
MKA Insights tailors market positioning strategy to individual clients. This begins with a deep dive into a client’s customers and buyer personas, industry trends, competitor analysis and external pressures.
MKA Insights invests time in understanding our customers. We review a client’s offerings, processes and strategic goals. We map client capabilities against customer demands, ensuring they align with the needs of the market.
Our team offers clear-eyed assessments of weaknesses as well as strengths. We identify competitive threats, resource shortages, funding or investment challenges, and any other obstacles that could impact our client’s success. We offer solutions to hurdles, incorporating them into the overall positioning strategy.
A key element of market positioning strategy is understanding leadership expectations and goals. We incorporate future goals into our analysis, ensuring that our positioning strategy is aligned with our client’s long-term vision.
Positioning is an art, and it requires a light touch as well as deep industry knowledge. The best approaches combine real-world experience with subject-matter expertise. Positioning requires institutional knowledge, which provides a template of past successes and failures, as well as context about the current industry landscape’s emerging opportunities.
At MKA, we have both.
Market Positioning is an Art
