All businesses open their doors with an intention to sell, and have at least a minor idea of what their anticipated client is like. However, hardly any spend the time to determine how their individual merchandise or approach to advertising the product will differentiate them from competitors. This differentiation is their place inside the marketplace, and generally determines the company’s triumph.

A company generally positions itself to fully pull their merchandise and their market. Whether they are the “Low Price Leader,” or “Premium Brand.” The company’s position determines promotion strategy, sales price, and the company’s approach to promotion. Subsequently, determining a how your company should be positioned within the marketplace is one of the first steps to setting your company and product apart from the competition.

As part of your business plan, fully identify your average customer. Define their as many pertinent demographics as possible that make up your potential customer base. Next list your competitors, and specify exactly how they are positioned to service your client. Do they accomplish sales by deep discounts; do they guarantee prestige and quality? What differentiates your competition to your customers in your market?

Now take a look at your own organization and offerings. What features of your product are superior to your competitors’? Can you compete in value? If not, can you offer more luxury or prestige? Do you offer more definite benefits? How about added safety, security, or benefits. How may you position your business where the competition can’t compete?

The position of your company and merchandise in the market is vital to your success. Choose your position wisely and gear both your price and marketing around this position. Make a conscious decision to position yourself and under no circumstances allow the market to make this decision for you. Only by properly positioning your company can you effectively differentiate yourself from the competition and maximize your sales.

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