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Market Positioning. Précis In this essay we plan to discuss the notion of market positioning. We will also comment on the strategies and incorporate a case study of the Ericsson positioning strategy. The aim of this essay is to present an understanding of market positioning and how to conduct positioning study. (positioning strategy) The market place is a very competitive environment and it is important that companies have to work harder in order to gain a big share of the market. This can be done by positioning their brand and/ or product. Positioning is the process of drawing a mental map of the product or brand in the mind of the target consumer segment. Positioning can be defined as a way the product or brand is defined by the consumers on important attributes (Kotler 2006: 280) That is the place, the product occupies in the mind of the...

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