Strategic positioning requires a firm to define its target customers, the needs it will serve, and the unique value proposition it offers. Choosing what not to do is just as important as choosing what to do.
1. Variety-Based Positioning
Offering a narrow set of products or services but doing them exceptionally well. Serve a wide range of customers but only a subset of their needs.
Example: Jiffy Lube — only car oil changes, done better and faster than anyone.
2. Needs-Based Positioning
Serving a particular customer segment better than anyone else — the whole of their needs. Tailoring the entire activity system to serve a segment with unique needs.
Example: Patagonia — environmentally conscious outdoor enthusiasts whose entire identity around product is served.
3. Access-Based Positioning
Serving customers that are reachable in unique ways — through geographic footprint, distribution channels, or customer scale.
Example: Carmike Cinemas — serving small towns where scale-driven competitors wouldn't go.