Week 4 - Marketing Positioning

In our lecture we looked at Marks & Spencer as a case study to do with marketing positioning, in the last 3 years their women's wear sales were in decline so they wanted to reposition as they were failing to differentiate. They repositioned by trying to have exceptional quality and confident style, they want to appeal to cultured, cool and creative women but some say they are still unclear to what consumer demographic they are trying to target.
We then looked into positioning, segmentation and targeting in more detail including the different levels they can take place.

In our seminar in groups of 3 we filled in a table with columns including potential area of differentiation, tactics to achieve this, competitive advantage and value for consumers against the 7 P's for M&S.
Then we created a perceptual map with M&S against other competition, we created ours with quality and service as our factors.