Professional Documents
Culture Documents
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Wide
Few
Source: Robert Johnston Achieving Focus in Service Organizations, The Service Industries Journal, Vol. 16, January 1996, pp. 1020
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Opportunities
Developing recognized expertise in a well-defined niche
may provide protection against would-be competitors Allows firms to charge premium prices
Risks
Market may be too small to generate needed volume of
business Demand for a service may be displaced by generic competition from alternative products Purchasers in chosen segment may be susceptible to economic downturn
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Market Segmentation
market that can be served best A market segment is composed of a group of buyers sharing common:
Micro segmentation strategies target small groups of customers sharing certain relevant characteristics at a specific
Services Marketing 5/E
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those in the broader market and may be defined on the basis of multiple variables opportunities
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Must establish position for firm or product in minds of customers Position should be distinctive, providing one simple, consistent message
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associations for broadly similar branded products to sharpen distinctions in customer's mind
Use of imagery to differentiate and add glamour to services Some slogans promise a specific benefit to make company stand out
from competitors
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entire organization, given service outlet or specific service outlet Consistency among services offered at same location because the image of one may spill over to others
Help prospective customers get mental fix on what to expect Failure to select desired position in marketplace and develop a
marketing action plan to hold this position may result in:
Head-on competition from a stronger competitor Being pushed into a position that nobody else wants Organizations position being so blurred that nobody knows what its
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conclusions Threatened by new strategy, take steps to reposition own service New entrant plays follow the leader and offer higher service level, more attributes, and/or a lower price
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Positioning Maps
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Expensive
Grand
Regency
PALACE
Shangri-La
High Service Sheraton Atlantic Moderate Service
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Repositioning
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