Strategic Positioning in the UK Car Market

Abstract

The relative position of products in the UK market is examined with the aid of multivariate statistical techniques. Two ways of plotting products to facilitate comparisons within and between manufacturing ranges are demonstrated. Pricing policies are examined and those manufacturers offering consistent discounts or consistently changing premiums are identified. The pricing policy model was used as a predictive tool to estimate the prices of a newly introduced range of cars. This approach can be used in any competitive market where the performance of products is numerically quantifiable.

Citation

Meade, N. (1987), "Strategic Positioning in the UK Car Market", European Journal of Marketing, Vol. 21 No. 5, pp. 43-56. https://doi.org/10.1108/EUM0000000004696