May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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the mind. Volvo could easily build a sports car, but that would
abruptly bring it out of focus as a brand identified with safety.
When the Market Changes
Repositioning is a must when customer attitudes have
changed, technology has overtaken existing products, and
products have strayed away from the consumer’s long-standing
perception of them.
Consider America’s attitude change about red meat. In
1986, beef consumption was 74 pounds per person. By 1990,
it had fallen to 64 pounds per person.
During the same time period, chicken consumption
climbed from 44 pounds per person to 49 pounds per person.
This attitude change did not go unnoticed by the pork
industry ...
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