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Essay / Research Paper Abstract
This 4 page paper is based on a case study and considers how Frigidaire Company might go about positioning its new front-loaded washing machine. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: D0_HVPosFri.rtf
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Unformatted sample text from the term paper:
a case study and considers how Frigidaire Company might go about positioning its new front-loaded washing machine. Background Approximately 95% of all washing machines sold in the U.S. are top-loaders.
The front-loader sells well in Europe, where energy costs are higher, but has never made a "dent" in the American market. Westinghouse tried to market a front-loader in 1945 and
Sears/Magic Chef distributed foreign-made front-loaders beginning in 1984, only to give up the attempt in 1991 (Palan and Dannels, 1997). Thus, the likelihood of success of Frigidaires new machine is
questionable. Assuming, for the purposes of discussion, that Frigidaire has committed to launching this product despite earlier failures, how should they position it? Market Positioning In the marketing field, "positioning
is the technique by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization" (Positioning (marketing), 2006). Positioning,
then, is something that occurs "in the minds of the target market" and is "expressed relative to the position of competitors" (Positioning (marketing), 2006). In general, the process of positioning
a product has several steps, including: "Defining the market in which the product or brand will compete (who the relevant buyers are)"; "Identifying the attributes (also called dimensions) that define
the product space"; "Collecting information from a sample of customers about their perceptions of each product on the relevant attributes"; Determine the "share of mind" of each product and the
products current location in the product space; Determine the combination of attributes preferred by the target market (known as the "ideal vector"); Examine the "fit" between the products position and
the "position of the ideal vector" and then, based upon all this data, position the product (Positioning (marketing), 2006). Defining the market is the first step, and that would seem
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