The development of any marketing mix depends on positioning, a process that infl
ID: 426462 • Letter: T
Question
The development of any marketing mix depends on positioning, a process that influences potential customers' overall perception of a brand, product line, or organization in general. Position is the place a product, brand, or group of products occupies in consumers' minds relative to competing offerings.
Think about the perceptual map for a product you are familiar with. Then describe the position of a product. Do you think this is a good position? Why or why not? Do you agree the positioning example of your classmates? Should/could the product be repositioned?
Explanation / Answer
When talking about positioning we are talking about the third step in the target marketing process. Positioning process is to “develop a marketing mix that will create a competitive advantage in the minds of the selected target market,” (Solomon, Marshall, & Stuart, p. 185, 2009). Over the years FedEx has positioned themselves to an “undifferentiated targeting strategy,” in order to adhere to their overall business plan by providing a shipping solution for any individual or business that may need to ship anything above the size of a postal letter. According to this week’s reading, “undifferentiated targeting strategy appeals to a broad spectrum of people,” (Solomon, Marshall, & Stuart, p. 199, 2009).
Over the years FedEx has positioned themselves as a world leader in the transportation business. FedEx started out as an Express Company transporting important documents throughout the world in the fastest mode possible. Their marketing strategy has always been, “Absolutely Positively.” As FedEx has grown in the Express business they have acquired a small package ground business in direct competition with rival UPS. Recently, FedEx has grown into the freight, less than truck load transportation business moving palletized freight.
FedEx has done an excellent job using a marketing mix to advance the corporation for all stakeholders. The position FedEx has taken is to have a solution for every customer that may have a package to send, no matter what size, no matter where it is going, and no matter how quick you need it transported. I believe FedEx is a great example of how the correct strategies can work together for the success of the organization.