In a short essay, explain the purpose of positioning. How does a global positioning strategy assist firms participating in international business? Provide examples of firms that have positioned their products or services

What will be an ideal response?

The firm's objective in pursuing global market segments is to create a unique positioning of its offerings in the minds of target customers. Positioning is an aspect of marketing strategy in which the firm develops both the product and its marketing to evoke a distinct impression in the customer's mind, emphasizing differences from competitive offerings. For example, in the theme park business, Disney positions itself as standing for family values and "good, clean fun" to attract families to its theme parks around the world.

Internationalizing firms aim for a global positioning strategy, that is, one in which the offering is positioned similarly in the minds of buyers worldwide. Starbucks, Volvo, and Sony are good examples of companies that successfully use this approach. Consumers around the world view these strong brands in the same way. Global positioning strategy is beneficial because it reduces international marketing costs by addressing the shared expectations of a global customer market segment.