Positioning Strategies for Service Providers

Positioning Strategies for Service Providers by Kai F. Mahnert The following article is concerned with the importance of positioning strategies to a service provider and the associated steps in selecting and supporting such a strategy through the effective management of marketing resources and the development of a competitive advantage through superior quality management. The article is structured into two major sections dealing with a) the selection and b) the support of a firm's positional strategy. …

…available internal and external information and employ all available resources within the company. If the service's positioning is to be accepted by the consumer, the firm has to honour its promises to the customer the first time around. A good example of the negative impact of promises not kept could be seen recently in the case of Ryanair's one millionth customer, a news story that has resulted in considerably negative public relations for the airline.