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HAWAII MARKETING GROUP
International Business Consultants
“The road to the East runs through the West”
Optimal Positioning Theory
Hawaii Marketing Group (c) 1999 - 2008
http://www.optimalpositioning.com
The way of the Samurai is in desperation. If one uses discrimination, one will fall behind.
One needs neither loyalty nor devotion, but simply to become desperate in the Way.
Loyalty and devotion are of themselves within desperation. -Miyamoto Musashi
Commercial organizations, as with all living entities, are motivated by their
survival instincts. One process organizations use to ensure survival is to capture
market share. Doing so will significantly enhance its probability of success in its
Darwinian quest for market dominance. In this pursuit, the top method used by
professional marketers is to first identify, then achieve, optimal positioning within
the marketplace.
Over two thousand years ago, the great strategist Sun Tzu, pontificated that
the ground (i.e., positioning) was a key element of competition/conflict. Where
the victor, among other factors, was determined primarily by who held the “high-ground.”
Sun Tzu suggested that it is best to first identify and acquire the optimal ground,
then hold this position and persuade the opposition to come to you. This strategy
offers many benefits. First, a focused-impact can be harnessed by channeling the
energy saved by maintaining ground. Second, it allows one to redefine the battlefield
by leveraging their own positioning’s competitive advantage, strengths and momentum.
Professional marketers acknowledge the importance of this marketing strategy
by first researching the marketplace to identify, then achieve, optimal positioning.
This marketing method significantly optimizes an organization’s marketing
communications while conserving limited energies and resources. For more
information on identifying your organization’s optimal positioning log onto
http://www.hawaiimarketing.com today.
Optimal Positioning Bonus: Auto-racing’s pre-qualifying runs are used to
determine a driver’s ranking/placement prior to the actual race. The best qualifying
times receive the best positions near the front of the track. The #1 qualifying time
receives the coveted “pole-position.” Being at the top of the line-up provides obvious
strategic & tactical advantage.
Article: Optimal Positioning Theory (c) 1999 - 2008
Hawaii Marketing Group is a professional business consultancy firm specializing
in integrated marketing & PR communications. We are skilled at optimizing results by
coordinating multiple communication channels into a highly focused-impact that enhances
brand identity, positioning and market awareness. For more information and to receive our
popular monthly newsletter visit http://www.hawaiimarketing.com.
Behind Our Logo: The overarching "A" symbolizes the co-creating powers of Advertising,
that is, from Advertising emerges physical and organizational structures that endure the test of time.
At the base is our trademarked Hawaii "H" racing stripe combined with a powerful geometric figure to
form our trademarked Marketing "M." Our imagery symbolizes our destiny, transform with us at: http://www.hawaiimarketing.com.
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