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Do the same competitive strategies used by domestic companies work for global competitors? Provide an example from the airlines industry.

  1. Writing clear and succinct positioning statements or value propositions can play an important role in ensuring the effective development and execution of a marketing strategy. Provide an example of a positioning statement for a major airline and explain why you feel their positioning statement is effective.
  2. Effective brand positioning decisions establish the foundation upon which successful marketing strategies and programs are built, thereby setting the stage for the creation of brand equity. Do you agree or disagree with this statement? Choose an airline and decide if they have strong or weak brand equity. Defend your answer.
  3. In your own words (do not copy content from the textbook), what are the differences between the defender, analyzer, and prospector business level competitive strategies.
  4. Do the same competitive strategies used by domestic companies work for global competitors? Provide an example from the airlines industry.

Part 2: Creating a Perceptual Map for the Airlines Industry


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