Positioning Map
Reference model
Positioning maps help visualize market dynamics and competitive positioning.
About this model
A two-dimensional grid that plots products or services based on two key attributes, allowing for visual comparison and strategic insights.
Originator not stated.
How to read it
- Identify the key attributes that matter to customers.
- Plot your product and competitors on the map based on these attributes.
What this does
Visualizes how products or services are perceived in relation to competitors based on key attributes, helping to identify market gaps and opportunities.
When to use it
Use it when you need to understand your product's position relative to competitors and identify areas for differentiation.
Not when: Do not use it when the market is too fragmented or when there are no clear attributes to compare.
What happens next
Develop a detailed marketing strategy based on the positioning insights.
Golden thread
Builds on ←
- Market analysis
- Competitor analysis
Feeds into →
- Marketing strategy
Use this tool, free
Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.
Drafted with AI and reviewed by Eccellere on 04/11/2026. Guidance, not advice: apply your own judgement.