Executive Summary Template Page 37
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5824 hours
Average x
Assume x years Assume x years
Product Life
years
Country of origin
Local
Imported
Local
Promotion
No of reps
x
x
x
Advertising appeal
"The Best"
"When you need
"The specialist
a
marine Spare
durable Spare
Part
Part buy
experts"
Sly"
Distribution
Channels
Direct
Direct
Direct
The (your product) marketplace would not be described as a highly marketing orientated environment. Most
competitors have technical backgrounds and have concentrated on simple personal selling techniques.
Competitive Positioning
COMPETITIVE POSITIONING
Graphing your competitive positioning is a descriptive way of highlighting what you are offering compared
to your competitors. Refer to the relevant page in your workbook to see an example of a positioning graph.
All you need to do is choose two of the most important variables that the consumer considers important and
graph where you are positioned against your competitors.
The most competitive long term markets for (your company) to concentrate on are the marine, heavy
industrial and automotive segments. (Your company) will position itself as the supplier of the best (your
product) in the marketplace.
Print this table and then plot it with some points - refer to the workbook.
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