Lawrence Florkiah Student ID 63498:BAM511 – MARKETING MANAGEMENTUnit3 2.
With the help of an example, explainstraddle positioning. Straddle positioning refers to a situation in whicha firm simultaneously acquire positioning in two distinct categories by using asingle combination of points-of-difference (POD) and points-of –parity (POP).In this type of positioning two different product images are projected.The Subway Restaurant positioning itself in theNorth American market can be used to elucidate the concept of straddlepositioning.
Subway purports to provide good taste and healthy foods. Its tastePOP and health POD enhances its competitive advantage in establishingpositioning against a taste branded restaurant like McDonald’s. Subway’s healthPOP and taste POD also enhances its competitive advantage in establishingpositioning against other health branded food restaurants. Another example is when BMW, a German carmanufacturer entered the United States car market. BMW projected a luxury POP,and Performance POD against a known luxury car manufacturer like Cadillac. Atthe time, Luxury car manufacturers in the U.S were not known for performance.BMW simultaneously projected a performance POP and Luxury POD against knownperformance branded manufacturers like Chevy Corvette.
During this period, aswell, U.S. performance branded vehicle manufacturers were not known for luxury.This allowed BMW to have a competitive advantage and acquired a competitive positioningin the U.S.A projected dual image of a brand by successfully implementationof straddle positioning can be of immense competitive advantage to a firm asdemonstrated by BMW in the U.S.
car manufacturing market. Despite credibilityand legitimacy related challenges, Straddle positioning can lead to expanded customerbase and more profit. References:Kotler, P., &Keller, K.L., (2012).
Marketing Management (14thEdition), 283Straddle Positioning, In Business Jargons. RetrievedJanuary 26, 2018, from https://businessjargons.com/straddle-positioning.html