The Competitive Positioning by Aurore fuses three strategic concepts into one powerful tool. Use a market perspective to evaluate the most attractive positioning for your company.
The foundation for any strong strategy begins with segmentation. So, that’s where we begin. After defining the segments, we help students identify which buying criteria customers’ consider when making purchasing decisions. Then, we rank how well the market performs on those buying criteria.
The dashboard is configured so that each segment has a unique display with charts highlighting the relative position of the market and an actionable list of preferred buying criteria to target. The market overview shows potential opportunities and deficiencies on buying criteria by comparing the relative positions of the market.
Use this tool as a learning device to practice and apply high level concepts in Marketing, Strategy, Business, and Entrepreneurship courses in undergraduate and graduate programs.
Define your product category and geography. Then, define the two parameters that will define your segments. Select the market segments, then proceed using the segments as a frame of reference.
10-20 minutes to complete
Evaluate the relative segment size, growth rate, and profit potential of the segments to determine attractiveness.
10-20 minutes to complete
Discover the adaptation, product, and speed orientations of buying criteria. For each segment, select the five most important buying criteria, and weight them to determine their importance.
20-40 minutes to complete
Time to assess your rivals. For each segment, determine which one of your competitors is the primary rival, the challenger, the niche competitor, and the dark horse.
20-30 minutes to complete
Evaluate how well you and your rivals perform on each buying criteria by segment. Use a customer perspective to gain the most advantageous insights.
30-60 minutes to complete
Get an overview of the competitive landscape in relation to buying criteria- understand who’s leading, lagging, and on-par with the rest. Use the actionable list of preferred strategies designed to optimize opportunities found in the datasets.
20-30 minutes to analyze
Insight into the market view of your buying criteria. A list of the most important buying criteria are highlighted. Use the chart to note any opportunities for competitive advantage or identify and fortify your own weaknesses.
15 minutes to analyze