Competitive Strategy - Positioning
Course ID: 260413 0101 928Proj
Course Dates : 13/04/2026 Course Duration : 5 Studying Day/s Course Location: London, United Kingdom
Language: Bilingual
Course Category: Professional and CPD Training Programs
Course Subcategories:
Business Decision Making Corporate Strategy Performance Management Professional Practice & Standards Strategic Management
Course Certified By: Projacs Academy & LondonUni - Executive Management Training
* Professional Training and CPD Programs
Leading to:
Executive Diploma Certificate
Leading to:
Executive Mini Masters Certificate
Leading to
Executive Masters Certificate
Certification Will Be Issued:
From London, United Kingdom
Course Fees:
VAT varies by course location and participant nationality.
Date has passed please contact us Sales@e-s-hub.com
Introduction
Positioning decides how customers compare your product to alternatives. This five-day course teaches a practical method to choose and occupy a market position that increases preference, supports pricing, and guides growth. You will work on a real business case and leave with a tested positioning and an activation plan for product, pricing and channels.
Objectives
1. Map customer segments and priority needs using customer interviews and market evidence.
2. Analyze competitors to identify the three closest alternatives and the gaps you can exploit.
3. Write a concise positioning statement that ties a clear value claim to a target segment.
4. Translate positioning into specific product, pricing and distribution decisions.
5. Design experiments and metrics to test positioning and track market perception over a 12-month horizon.
2. Analyze competitors to identify the three closest alternatives and the gaps you can exploit.
3. Write a concise positioning statement that ties a clear value claim to a target segment.
4. Translate positioning into specific product, pricing and distribution decisions.
5. Design experiments and metrics to test positioning and track market perception over a 12-month horizon.
Who Should Attend
Product managers (mid to senior level)
Marketing directors and heads of marketing
Business unit leaders and general managers
Corporate strategy managers and analysts
Founders and CEOs of growth-stage companies
Training Method
• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Post-assessment
If Applicable:
• Each participant receives a 7” Tablet containing a copy of the presentation, slides and handouts
Program Support
This program is supported by:
* Interactive discussions
* Role-play
* Case studies and highlight the techniques available to the participants.
Course Agenda
Daily Schedule (Monday to Friday)
- 09:00 AM – 10:30 AM Technical Session 1
- 10:30 AM – 12:00 PM Technical Session 2
- 12:00 PM – 01:00 PM Technical Session 3
- 01:00 PM – 02:00 PM Lunch Break (If Applicable)
- Participants are expected to engage in guided self-study, reading, or personal reflection on the day’s content. This contributes toward the CPD accreditation and deepens conceptual understanding.
- 02:00 PM – 04:00 PM Self-Study & Reflection
Please Note:
- All training sessions are conducted from Monday to Friday, following the standard working week observed in the United Kingdom and European Union. Saturday and Sunday are official weekends and are not counted as part of the course duration.
- Coffee and refreshments are available on a floating basis throughout the morning. Participants may help themselves at their convenience to ensure an uninterrupted learning experience Provided if applicable and subject to course delivery arrangements.
- Lunch Provided if applicable and subject to course delivery arrangements.
Week 1
Day 1 – Foundations of Competitive Positioning
1. Principles of Market Positioning
- Purpose of competitive positioning
- Sources of customer preference
- Positioning as a strategic advantage
2. Understanding Target Customers
- Customer segmentation fundamentals
- Identifying customer needs and pain points
- Prioritising attractive market segments
3. Positioning Research
- Collecting customer insights
- Analysing market evidence
- Defining positioning objectives
Day 2 – Competitor Positioning Analysis
1. Identifying Competitive Alternatives
- Direct and indirect competitors
- Mapping substitute solutions
- Assessing competitive relevance
2. Competitor Assessment
- Value propositions
- Strengths and weaknesses
- Identifying positioning gaps
3. Positioning Maps
- Perceptual mapping techniques
- Comparing customer perceptions
- Identifying market opportunities
Day 3 – Developing a Positioning Strategy
1. Creating a Positioning Statement
- Defining the target audience
- Developing the value proposition
- Building clear differentiation
2. Aligning Business Strategy
- Linking positioning to business objectives
- Supporting brand consistency
- Maintaining competitive focus
3. Communicating Market Value
- Crafting key messages
- Matching communication to customer needs
- Building a compelling market narrative
Day 4 – Activating Market Positioning
1. Product Strategy Alignment
- Product features and benefits
- Portfolio alignment
- Customer value delivery
2. Pricing and Distribution
- Pricing strategies that reinforce positioning
- Selecting appropriate sales channels
- Supporting customer experience
3. Measuring Positioning Success
- Customer perception metrics
- Brand awareness indicators
- Market performance KPIs
Day 5 – Practical Positioning Workshop
1. Positioning Strategy Development
- Analysing a real business case
- Developing a positioning statement
- Selecting strategic priorities
2. Positioning Activation Plan
- Defining product, pricing and channel actions
- Designing positioning experiments
- Establishing a 12-month measurement plan
3. Executive Presentation
- Presenting positioning recommendations
- Receiving structured feedback
- Course review and implementation planning
