Positioning Strategy Decision


The challenge facing a manager is deciding  which positioning strategy is most appropriate in a given situation. The choice of a strategy is made easier when the following three questions are considered. First, who are the likely competitors, what positions have they staked out in the marketplace, and how strong are they? Second, what are the preferences of the target consumers sought and how do these consumers perceive the offerings of competitors? Finally, what position, if any, do we already have in the target consumer’s mind? Once answered, attention can then be focused on a series of implementation questions:

  • What position do we want to own?
  • What competitors must be outperformed if we are to establish the position?
  • Do we have the marketing resources to occupy and hold the position?

The success of positioning strategy depends on a number of factors. First, the position selected must be clearly communicated to target customers. Second, as the development of a position is a lengthy and often expensive process, frequent positioning changes should be avoided. Finally, and perhaps most impotant, the position taken  in the marketplace should be sustainable and profitable.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Focusing Organization


This focus begins when someone at top identifies a set of concerns that require correction. These concerns are of significant importance to the organization, rather than passing operational concerns. They are persistent, undesirable situations that have grown over time and have never been adequately addressed. It is clear that a major effort is required to solve them and that new skill and approaches have to be developed if the effort is to be successful.

 The entire project is planned as a taskforce attack on identified situations; objectives—analysis and correction of the target situations, objectives are defined. This planning cannot be delegated. It is done by top management, since responsibility for the project must reside with those who initiate it. By actively directing the project, top management makes its support of the ideas evident to everyone. By participating in the project throughout its life, top management returns control and ensures success.

 The management works out a comprehensive plan and schedule. The population of individuals who can contribute in solving the target situations is identified by name and position. Workshops are scheduled. It is in the workshops that the participants learn. They apply their skills to analysis of their assigned concerns.

 My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Focusing Process Improvement


Few customers like to have to wait because your system is obviously not functioning effectively or a breakdown has occurred. Rightfully so, they view their time as valuable. It is unfair to expect them to patiently wait,. Such defects should be handled when the customer is not present. Service to the customer should be seamless. They should get great service and never have to worry about your problems or breakdowns in your process. When breakdowns do occur, they should be fixed quickly and the customer relationship smoothed over. Additionally, it is important that customers will react differently in different situations.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Typical Marketing Mix


Typical Marketing Mix for a given product class is not necessarily right for all situations. Some very profitable marketing mixes depart from the typical—to satisfy some target markets better.

A marketing manager may have to develop a mix that is not special because of various market realities, including special characteristics of the product or target market, the competitive environment, and each firm’s capabilities and limitations.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Intrapersonal Competencies


  • Self-awareness: Maintains awareness of internal emotional states and has the ability to differentiate between emotional states; awareness of emotional strengths and gaps,
  • Self-management: Employs effective personal strategies to lessen or eliminate acting out of disruptive emotional states,
  • Self-confidence: Develops and maintains a strong and realistic sense of one’s capabilities and value to others,
  • Adaptability: Can adjust emotions, thoughts and behaviors to new dynamic situations; tolerant of different ideas  and perspectives,
  • Stress management: Achieves and maintains an internal equilibrium and calmness within a changing environment,
  • Responsibility: Keeps commitments to others within agreed-upon parameters on a consistent basis,
  • Trustworthy: Knows one’s own values, principles and feelings and acts consistently in accordance with them; acts ethically, fairly and reliably in relationship with others.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Language and Communication Systems


Our lives are filled with language. We use it to describe the world around us, to negotiate our way through the complex situations and relationships of our lives. In addition, the way we use language defines us to the people around us. Language is not just a tool for communication but an intrinsic aspect of our identity. Every communication event is an act of identity. Even though language is so significant in our lives, and we quite easily make use of it hundreds of times every day, most people are not aware of the incredible complexity of all the systems that make up our communication system.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Factors of Production


Each business has its own mix of the four factors of production, vis-à-vis, natural resources, labor, capital, and entrepreneurship.

Natural resources refers to everything useful in its natural state as a productive input including agricultural land, building sites, forests, mineral deposits, and so on. Natural resources are basic resources required in any economic system.

Labor is critically important. It refers to everyone who works for a business, from the company president to the production manager, the sales representative, and the assembly line worker.

Capital is defined as the funds necessary to finance the operation of a business. These funds can be provided in the form of investments, profits, or loans. They are used to build factories, buy raw materials, hire workers, and so on.

Entrepreneurship is the taking of risks to set up and run a business. The entrepreneur is the risk taker in private enterprise system. In some situations the entrepreneur actively manages the business; in others this duty is handed over to a salaried manager.

All four factors of production must receive a financial return if they are to be used in a private enterprise system. These payments are in the form of rent, wages, interest, and profit. The specific factor payment received varies among industries, but all factors of production are required in some degree for all businesses.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Market Orientation


The market orientation of the company towards the functioning of the channel members would determine the extent to which the company would get support from the channel members. In a highly competitive situation, the companies should, therefore, plan whether to be more ‘pull oriented’ or more ‘push oriented.’ This will determine the relative importance that the company will assign to advertising and channel promotion.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Building Ethical Safeguards


Managers and employees need guidance on how to handle day-t-day ethical situations; their own personal ethical compass may be working well, but they need to receive directional signals from the company. Several organizational steps can be taken to provide this kind of ethical awareness and direction.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Social Interactions


Social interactions establish the role that people play in a society and their authority responsibility pattern. Their roles and patterns are supported by a society’s institutional framework, which includes, for example, education and marriage.

Social roles are established by culture. For example, a woman can be a wife, a mother, a community leader, and/or an employee. What role is preferred in different situations is culture-bound. Most Swiss women consider household work as their primary role. For this reason, they resent modern gadgets and machines. Behavior also emerges from culture in the form of conventions, rituals, and practices on different occasions such as during festivals, marriages, get-togethers, and times of grief or religious celebration.

With reference to marketing, the social interactions influence family decision-making and buying behavior and define the scope of personal influence and opinion. In Latin America and Asia the extended family is considered the most basic and stable unit of social organization. It is the center for all economic, political, social, and religious life. It provides companionship, protection, and a common set of values with specifically prescribed means for fulfilling them. By contrast, in the US the nuclear family (husband, wife, and children) is the focus of social organization. The US wife plays a more autonomous role than the Dutch wife in family decision-making. Thus social roles vary from culture to culture and are likely to affect marketing behavior.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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