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Discussion Question Chapter 8: Positioning and Differentiation

Part 1: Competitive Advantages

List the competitive advantages of the product, service, or organization you’re focusing on: the things that make it different from competitors in positive ways.

Part 2: Market Niche and Positioning Strategy

Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?

Part 3: Positioning Statement

Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].[1] (Links to an external site.)

Part 4: Respond to Classmates’ Posts

First peer below

Hi Again. I am using Norwegian Cruise Lines for my Marketing Plan.

Part 1 Competitive Advantages- One of the advantages over the other cruise lines, such as, Royal Caribbean and Carnival is it’s freestyle cruising. There’s no set time for dinner, and you can choose the various restaurants that you want, most without reservations. Whereas, other cruise lines have set dining times for dinners. This is advantage is how they can entice first time or skeptical cruisers, the flexibility to eat dinner, when you choose, and the ability to enjoy the cruise as you wish, with the freestyle concept. Another advantage is that Norwegian has more modern ships, than it competitors, such as, water parks, more restaurants, exclusive suites and spas.

Part 2 Marketing Niche and Positioning Strategy-Norwegian Cruise Line wants more millennials, or the young/edgier side of the perceptual map to use their product over it’s competitors. Millennials are more tech savvy and Norwegian created an app, that you download, after you have booked your cruise with them. This engages the individual that they want to use their product, the middle class millennial, that they can engage and get their peers, to use the product. This is the right approach, because if you can attract the younger/edgier side of the perceptual map, to use your product, and they are tech savvy. Norwegian will get instant results because, most millennial use social media more than the previous generation, which are used to the traditional style of cruising.

Part 3 Positioning Statement-For the cruiser that wants to engage in free and social environment, Norwegian Cruise Lines, is the cruise line, where you can cruise the way you want to cruise to destinations across the world, with standard wifi so you can stay connected on every cruise.

Second Peer Below

Cook County Health: Endocrinology Clinic

Part 1: Competitive Advantages

• A competitive advantage that the organization has is the location, the location is right in the medical district of Chicago. This means that there is enough parking and traffic is not heavy to get here because only hospitals are around here and if the patient has other appointments anywhere else, they are able to move around the district.
• Having a contract with Abbot and Dexcom G6, the organization can distribute glucose sensors to anyone that may need one or qualify in getting one placed. No need to send a prescription to obtain the sensor, they are available on site for placement.
• Availability is key, having schedules open for walk ins helps the organization get more patients. It creates flexibility for the patients to come when they need to come into the clinic.

Part 2: Market Niche and Positioning Strategy

The Market niche the organization wants to fill is adults over the age of 18 years old are welcome to obtain health services no matter the status they are in. The organization has a program to cover any endocrine issues (price). By having modern technology sensors available in the organization (quality) to be placed on patients it makes the organization a place to go.

Part 3: Positioning Statement

To any adults with endocrine issues, coming into the clinic can help you obtain services faster and could obtain some medical supplies on the spot. Coming to cook county health endocrinology clinic will benefit you because of the availability they have to see patients as walk ins or with appointments. Able to have some medical supplies on the spot to start treatment right away. In addition, able to apply for a program to get help with health coverage.