Market Positioning/Market Mapping

A market map/market positioning - takes 2 dimensions and tries to see where the business would fit between those dimensions

Dimensions include:

  • Low price vs high price

  • Basic quality vs high quality

  • Necessity vs luxury

  • Low volume vs high volume

  • High tech vs low tech

Advantages:

  • Helps spot gaps in market

  • Useful for analysing competitors

Disadvantages:

  • May be a gap in the market for a reason

  • Not guarantee for success

  • Market research used may not be reliable