Positioning and Differentiation Paper Essay Example | Topics and Well Written Essays - 1500 words

Positioning and Differentiation Paper - Essay Example In order to provide those customers with a branding strategy, they tailored it to the actual market. Throughout the country, where they needed to build a strong brand, such as in the United States, the goal was to provide that of a campaign dedicated to customer service. Customers like community activity, partly because comments from other users are more relevant and credible to them than comments from you. They expect you to speak highly of your own products and services, but it will really impress them if others also do. Communities also serve the valuable function of bringing users back to the site over and over, making it possible to alert them to new promotions and offers. With rapid developments in the technology available to people, customers will become accustomed to the idea of: production and marketing systems that can tailor products, communications and services to meet their expectations, increased choices for delivery and payment and contacting the marketer easily and under their own initiative. To stay and hold the position in the present competitive market companies like Fmc Naperville Dialysis Center and DaVita has planned to expand its business throughout the US. DaVita is encouraging other companies to advertise their product on their website. A study has shown that DaVita would make more profit in diversifying than expanding. Both companies used TOWS (Threats-Opportunities-Weaknesses-Strengths) matrix to develop feasible alternative strategies. The matrix consists of four quadrants. They are (1) using strengths to overcome weaknesses, (2) Using strengths to overcome threats, (3) overcoming weaknesses to take advantage of opportunities and (4) overcoming weaknesses to address threats. First quadrant concentrates on possible strength-opportunity strategies. Important factors are to hire highly skilled workers, wide brand recognition, customer satisfaction, effectively and efficiently raising capital resources, etc. Second quadrant concentrates on possible strength-threat strategies. Important threats that have to overcome are changing government regulations, seasonal shopping, and competition from each other and other possible competitors, protect business and customer information, currency exchange, etc. Third and Fourth quadrants concentrates on Possible Weakness-Opportunity Strategies and Possible Weakness-Threat Strategy. Third quadrant looks at reviewing product, develop standards up to the customer satisfaction, etc. Fourth quadrant looks at implementing backup systems, implementing policies to protect and avoid security risks. A qualitative and quantitative research is must in developing an Information system. Qualitative research is more of collecting data, conducting interviews, using documents and to understand and explain social phenomenon. DaVita relies more on this approach, they give importance more on the practical out put of the research. Quantitative research involves is of development of natural sciences to study natural phenomenon. Survey methods, formal methods, econometrics, etc., are some of the examples of quantitative research. Fmc Naperville Dialysis Center follows this approach and takes things as they come. Qualitative research methods are more often used as it involves observation of data that helps in finding