Reposition.doc

 PAGE \* MERGEFORMAT 16 Reposition Foregoing stressed that the positioning is completed, can not easily change and random change in position should maintain stability, continuity and sustainability. However, is it not, under any circumstances change the original position? The answer is not absolute. Positioning is right, and in the fierce market competition test. Moreover, the market is constantly changing consumer needs and preferences is not static, and therefore the original location may not adapt to new market situation. Why, then, needs to be redefined? What circumstances needs to be redefined? And how to implement the re-position itself? 1, re-positioning the premise of To sum up, re-orientation is mainly based on the following three scenarios: Reason 1: original location can not achieve marketing goals in theory, some positioning is good, did find a market gap, or find an empty territory, but the difficulties encountered in the implementation process is unable to attain marketing objectives. First, the difficulties of communication, the original location can not be as expected by consumers. The second is to achieve the objective position, and designated the place in the minds of consumers, but not to achieve the marketing objectives, market share, profits are not ideal. If these two conditions are right positioning strategy for the implementation of a good as a precondition. Then, reasons for failure can only be basic mistakes in decision-making position. At this point, companies need to consider change course and re-positioning. In addition, due to changes in market conditions, such as government policy, legal, economic environment and changes in consumer demand will lead companies locate the original formation of their development constraints and can not achieve the marketing objectives. This case, no matter how the original position once achieved excellent results, businesses should be based on actual conditions to adjust the original location. C