Lewins Model of Organisational Change Essay

Example of re postAnother current example is McDonalds who has lost touch with consumers and global ever- changing needs of consumers (health issue) and are fork uping to reposition themselves capitalising on their competencies like store location and convenience to update their brand offerings.A brands market share and profitability may be strengthened by repositioning. Repositioning can be accomplished by physically changing the product changing the price changing distribution changing image through promotional efforts aiming product at a different target marketRepositioningWhen a product or brands position creates an unfavorable circumstance, the companys marketing team may seek to reposition it. Repositioning is the wreak of changing consumer perceptions of a brand relative to competitors. It involves a sweeping process that must be implemented at the strategic level, thereby affecting all(prenominal) part of the company. It cannot simply be a marketing ploy, which might aro use the suspicions of consumers.Repositioning is the process of changing consumer perceptions of a brand relative to competitors.In the positioning map shown in Figure 5.9, Nissan did not have an advantage with regard to either safety or speed. The marketing department, after seeing the results, might try to reposition Nissan on the variable of safety. Repositioning would involve improvements in the safety features of the automobile (in the design and manufacturing departments), a promotional campaign to inform consumers of these changes (marketing), public dealings releases announcing the results of new safety tests when they favor the company, and an overall company focus on safety.Such a strategy includes informing all employees about the new come along and rewarding those who suggest innovations and improvements related to safety of the automobiles.If successful, a future positioning map would show Nissan moving up on perceptions of safety. The Hyundai example from earlier in this chapter serves as an example of effective repositioning. The company moved from perceptions of being cheap and low quality to a new position based on ameliorate consumer perceptions of quality.Product re-positioningSometimes during its existence, a company may notice that its products image is outdated, or can be improved. Then the company starts re-positioning its products in customers perception. Re-positioning consists in identifying a new, unoccupied market position and promoting the product based on the new criteria. Re-positioning is suitable for minimizing companys own products competition. The business is trying to make a difference in the way the consumers perceive the similar products they furnish. Re-positioning requires a sustained promotional campaign and bring forward many risks.