Marketing Strategy and Competitive Positioning pdf ebook

It takes a village: Why retired people could be ideal customers for 
self-driving cars
residents who are unable or have lost the confidence 
to drive, summoning a vehicle when needed has obvi-
ous appeal. Prototype AVs have attracted criticism 
and outright hostility from locals in some parts of 
America. Voyage has been warmly welcomed in The 
Villages, says Mr Cameron.
Third, there is a clear road to a large market. The 
Villages is America’s largest retirement community 
and one of the fastest-growing residential areas in 
‘Focussed competitors dominate their target segments – by fending off broad-
coverage competitors who have to compromise to serve the segment, and out-
performing rivals with the same focus . . . Focussed strategies also gain meaning 
from the differences between the segments covered and the rest of the market.’
G.S. Day (1994)
SEGMENTATION AND POSITIONING 
PRINCIPLES
CHAPTER 7
Print edition | Business Feb 21st 2019
Source: Luke Beard/Voyage.

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INTRODUCTION
Introduction 
Our approach to marketing analysis so far has rested largely on the identification and 
exploitation of key differences – in marketing capabilities and competitive strengths, for 
example. Our attention now focuses on two particularly important areas of differentiation: 
the differences between alternative market offerings as far as customers are concerned. That 
is, the competitive positioning of suppliers, products, services and brands and the differ-
ences between customers – in terms of their characteristics, behaviour and needs – that 
are important to marketing decision makers in developing strong marketing strategies and 
market segmentation . 
The distinction between competitive positioning and market segmentation is illustrated 
in Figure 7.1 , which suggests that the key issues are as follows: 
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