Build factors analysis of positioning product in a market: A case study of Iraqi General Company for Textile and Leather Industries

Abstract

This research aims to identify the gap in product positioning factors in the market through a case study approach at the Iraqi General Company for Textile and Leather Industries. It gathers data to bridge this gap using a checklist of four factors: market targeting, product lifecycle, company priorities, and marketing capability. The research problem has two main aspects: a knowledge problem and a field problem. The importance of this research lies in its focus on marketing variables, which are crucial in the field of business administration, as factors in building a company's market position fall within the purview of marketing management. The research concludes that product positioning depends on four key factors, none of which a company can afford to neglect, and that the company's focus on these factors varies. The research proposes several recommendations, most notably the necessity for the company to periodically analyze product positioning factors to maintain its competitive edge in its industry.