The concept of "positioning" in business was first put forward by Jack Trout in 1969, which means that in the external market competition, enterprises must clearly define the positioning that can be accepted by customers' minds, and then in turn lead the internal operation, so that the results (products and services) produced by enterprises can be accepted by customers and transformed into performance.
With the intensification of business competition, it is the key to the success of an enterprise to establish a unique position in external competition and then introduce the enterprise as the strategic core to form a unique business activity system. Positioning choice not only determines what kind of business activities the enterprise will carry out and how to distribute them, but also determines how these activities are related and form strategic matching.
Extended data:
The contents of strategic positioning consultation are as follows:
Specifically, it helps enterprises to establish a dominant position in the external market competition, and introduces internal enterprises as the strategic core. On this basis, the business activities are evaluated, improved and planned, so that enterprises can achieve optimal operation, obtain better performance and establish sustainable competitive advantages. This will be the starting point for enterprises to make a successful three-year or five-year strategic plan. Specifically, it includes: analyzing the competitive environment of the industry, assisting the person in charge of the enterprise to choose the strategic form suitable for the enterprise (or institution) and establishing the best strategic positioning; According to the clear positioning, make a physical examination of the current business activities of the enterprise and make suggestions for improvement, plan the key business activities needed to create positioning, and provide strategic allocation principles to ensure that competitors cannot copy. Once the strategic positioning is determined, enterprises can immediately adjust their operations and allocate resources according to their own conditions. We will evaluate these operational design and management decisions, act as good consultants, and assist enterprises to complete system strategic planning.
References:
Baidu encyclopedia-strategic positioning consultation