Assessing the Role of Positioning Strategy on Market Performance of Soft Drink Manufacturing Enterprises (SDMES) in Rwanda

Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda

“…The findings agree with some scholars in strategic marketing management literature who observe that positioning is a multidimensional construct related to quiet an array of performance indicators proposing that firm should pursue multiple strategies as a way of yielding positive market performance outcomes (Eryigit et al, 2014;Blankson & Crawford, 2012). This view however contradicts Chang et al (2015)'s and Pereez et al (2020)'s position emphasising on positioning on the basis of few or limited dimensions. They seem to be biased on pursuing many positioning claims (alternatives) since they tend to confuse a consumer (Mitchell & Papavassiliou, 1999), create disbelief (Kotler, 2003), all this earlier alone described by Evans et al (1996) as enemies of positioning, allegedly, that consumers do not usually have a clear mind picture of the needed brand since human brain naturally has challenges in remembering multiple brand associations (Trout & Rivkin, 1996).…”

“…According to them it is still debatable as to whether positioning means segmentation decision or image question or product features! Whereas no defined dimension in terms of numbers that marketers can use have been prescribed, positioning on the basis of limited number of dimensions has been emphasized to yield better results in terms of market share, sales and profitability (Pereez et al, 2020), yet others have put emphasis on many dimensions to yield positive results (Eryigit et al, 2014). It is seen here therefore from these findings that it's still unclear whether a positioning on the basis of limited dimensions is rewarding than competing on many dimensions.…”