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Essay / Research Paper Abstract
This 4 page paper looks at two problems faced by the fictitious firm Smith Systems Consulting; the problems of positioning and differentiation. Two firms that faced similar problems are identified along wit the strategies they used to resolve their problems. The cases are then compared to SSC. The paper is based on a case supplied by the student. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TESSMpos.rtf
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Unformatted sample text from the term paper:
to gain and then retain customers if they do not have a clear positioning. Other firms have faced similar problems, one firm that have faced similar and have had to
develop strategies to create a stronger poisoning. One firm that has faced two issues in undertaking this is the well known writing implement firm; Montblanc. Founded in 1906 the firm
has had a strong reputation for quality which has been maintained clearly as a form of differentiation which has also been complimented by differentiated design (Kotler and Keller, 2008). However,
in the 1980s the firm found that despite the reputation the sales of the goods was declining and a new marketing campaign needed to be developed. The first strategy
saw the firm revert to the original strategy, a strategy that clearly defined the goods sold by the firm as highly unique and of great quality. New marketing was brought
out to emphasise these points, the aim was to increase awareness of the brand and increase the potential that the firm had to make more sales as a result of
the better, or stronger, positioning. However, in this first attempt, that used television advertising to give the pens a unique position (Hooley et al, 2004). The plan did not go
as expected as the firm over positioning itself, the marketing if the quality and the premium position led many of the potential target market to believe that the pens were
no in their price range, assuming that they were in the thousands rather than in the hundreds. The firm had to address this and undertook further advertising, giving the message
that the pens were quality, but that they were cheaper than the audience may think, and they successfully positioned themselves to gain a higher level of sales. This took two
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