Small Business Tips : Small Business Market Position

Small Business Tips : Small Business Market Position


As an owner, part of your responsibility is
to figure out how you want the company positioned. Now this is a marketing term, and positioning
really refers to ultimately how the general public will think of your business. So it’s
your attempt to mold public opinion. Let me give you a couple of examples. You can position
your company or your products or service as very high end, very exclusive, very expensive,
or, you can position your self and your business and your products or services really low end
and very inexpensive, or, you can position them as middle of the road but a really good
value, or, very convenient, or, very hard to obtain. See these are all kind of emotional
characteristics that the general public will put on your business after awhile. The really
important thing for an owner to do is to say, “Hey, I want the business, and I want my products
and service to be thought of as this,” and then begin to sway public opinion so that
the public ends up thinking of you as that. What I suggest you do is go into your neighborhood,
or go into the city you live in, and find a very expensive grocery store. In Central
Texas we’ve got a grocery store called Central Market. Very upper end, very expensive. Also
find a grocery store that’s very low end, very inexpensive, and then find a third one
that’s in the middle. Now the point is, they’re all grocery stores. They all sell food, they
all sell meat, they all sell milk, but they way they sell them is very different, and
this is the kind of decision that you have to make as an owner. How do you want your
business perceived or positioned by the public?

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