STP - Positioning - Case study about EADS Company

STP - Positioning - Case study about EADS Company Case Study example
Case Study
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The concept of product positioning is very important in the buying process of the consumers since it is specifically meant to influence their perceptions about the products offered. Basically, product positioning is a marketing concept that specifically deals with the notion of how a product or service is positioned in the market or perceived by the target group of customers.


The company is renowned for manufacturing aircraft in different countries across the globe. Its main competitor according to its official website is Boeing (EADS, n.d). As such, this paper seeks to evaluate the marketing strategies used by EADS in its operations which have contributed to its success. The paper will specifically focus on the positioning strategy that is implemented by the company. The paper will evaluate different positioning strategies that are used by the company to market its products to different clients. EADS uses the broad positioning strategy. It offers mainly four product categories namely: Airbus which is used for both military as well as commercial purposes, Astrium which deals with the satellite system in the aircraft, Cassidian which is concerned with information and security matters in the products it offers as well as Eurocopter which manufactures civil as well as public helicopters (EADS, 2010). This broad positioning strategy helps the company to appeal to a wide range of customers across the globe. Customers usually look for different features when they purchase different aircraft. ...
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