China
Africa
Explore chapters and articles related to this topic
Understanding Segmentation, Targeting, Positioning and Differentiation
Published in Jerry Yudelson, Marketing Green Buildings:, 2020
Positioning is the third activity of the STP formula. It takes segmentation and targeting analyses and turns them into messages that go out to clients and prospects. The textbook definition of positioning is “the act of designing the firm’s marketing offering and image so that they occupy a meaningful and distinct competitive position in the target customers’ minds.” (Kotler, 1998, 9th ed., p. 295). In other words, positioning is a communications activity that aims at changing the view of a firm in the mind of a target prospect, in such a way as to create a “difference that makes a difference.” These differences have to be important (in terms of benefit delivered), distinctive (something that not every competitor can claim), superior (to other ways to get the same benefit), communicable (and somehow visible to prospective clients or buyers), pre-emptive (not easily copied by competitors), affordable (there is little price difference to get this superior benefit) and profitable (the company finds it profitable to be in this market segment). Firms that have positioned themselves successfully as green building experts (through publicizing individual efforts as well as project successes) have found that it is possible to maintain their positioning even as more and more firms try to emulate them (see the case study of Mithun architects in Chapter 9).
Long-Lasting Strategic Fit
Published in Louise Møller Haase, Linda Nhu Laursen, Designing for Longevity, 2023
Louise Møller Haase, Linda Nhu Laursen
According to Kotler (2003), ‘Positioning is the act of designing the company’s offering and image so that they occupy meaningful and distinct competitive positions in the target customers’ minds.’ Products are just one of many factors that influence or establish a company’s competitive positioning in the minds of customers. In fact, customers compare different companies, brands and products to each other, thereby developing an understanding of how the companies or brands are positioned relative to each other, for instance, when it comes to value for money, quality, meaning or image.
A multi-criteria optimization study for locating industrial warehouses with the integration of BIM and GIS data
Published in Architectural Engineering and Design Management, 2021
Mehdi Asgari Siahboomy, Hadi Sarvari, Daniel W.M. Chan, Hala Nassereddine, Zhen Chen
In recent years, locating and placement studies for the industrial sector has become one of the key elements for project success and sustainability of industrial units. Optimization of industrial facilities positioning can lead to reduced costs, improved project productivity, and yield the ultimate success of industrial units. Conducting proper industrial locating studies will not only influence the economic activities and productivity of industrial units but can also have social, environmental, cultural, and economic impacts in the construction industry. All traditional approaches to the issue of choosing the location of industrial halls such as warehouses are less effective in the face of ambiguity in language assessments.