Competitive positioning maps provide insights into the current competitive environment.  These positioning maps allow for the mapping of objective attributes, e.g., pricing, technology, types of materials used in a product, specific product features.  Competitive positioning maps are often used in conjunction with perceptual maps to understand the factors driving the competitive and customer purchasing dynamics in a given market.

Quantitative, objective data are used to develop competitive positioning maps.  The data is collected from a variety of sources, depending on the product, market, competitors, and objectives defined for the marketing analysis.  There are four major steps in this data-based methodology:

• Step One: Identifying the set of products and attributes that will be evaluated—The product set and the competing attributes of the product(s) are selected.  The product attributes should be factors that clearly differentiate the competitive offerings.  Data for these attributes  should also be readily available. 
  
• Step Two: Obtaining objective, quantifiable data—The data for competitive positioning mapping is usually collected from public and industry data bases, periodical reviews, and competitive intelligence activities, e.g., industry interviews, supplier, and customer interviews.  The data can be organized by product and related product characteristics, for example:  product price, type of material used, technology, distribution channel, specific product features, and warranty specifications.
  
• Step Three: Selecting a mapping methodology—There are several mapping techniques that are designed to organize data from marketing and product data.  A competitive map visually clarifies the competitive dynamics in two-or-three dimensional space. 
  
• Step Four: Interpreting the competitive positioning mapping exercise—This final step is the most important since implications about the product’s competitive positioning will result.  The competitive positioning mapping activity may also generate questions or identify potential market opportunities that will require additional research and analysis.

STRENGTHS:

The competitive positioning maps enable managers to understand the competitive structure of their markets, based on objective, quantifiable data.  These maps also illustrate potential market opportunities by revealing gaps on the map.

WEAKNESSES: 

Competitive positioning maps provide a partial view of market dynamics.  The insights are limited by the selected objective attributes and the positioning implications developed from within that framework.  And, competitive positioning maps will not provide insights as to the motivations driving customers’ buying decisions.