Positioning

The previous chapter looked at literature relating to the process of segmentation, targeting and positioning and the strategic role of positioning in segmentation and targeting. This chapter suggests recognition of a difference between strategic positioning and operational positioning. The literature suggests a difference that is characterized on the one hand by a business that evolves a strategy in all areas of the company that closely matches a target market segment or, on the other hand, a business that more exclusively concentrates on the communications aspect and perceptions of the target market segment.