Assessment of Market Positioning Strategies in the Printing Industry - a Study Among Members of Ghana Printers Association: Northern Sector Branch
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Date
2008-08-19
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Abstract
The purpose of the study was to assess market positioning strategies of members of the Ghana Printers Association-Northern Sector Branch in Kumasi. The objectives for the study were to determine the various market positioning strategies which the firms use, an appropriate marketing mix for positioning a print firm and key characteristics of printing services that are of importance to customers who buy print Services. Both primary and secondary data were used. The primary data was collected from fifty-four members of the Ghana Printers Association and one hundred and eight of their customers with the use of questionnaires. Secondary data gathered were from literature of previously conducted research in the subject area, books, journals, newspapers and
the internet. The research revealed that three procedures (market, internal and competitor
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analyses) are involved in the development of a market positioning strategy and are associated with market segmentation, targeting, analysis of possibilities for differentiation, selection of benefits to emphasize to customers, articulation of desired position in market and use of marketing plan of action. The firms were assessed on whether they carry these measures out to position themselves. It also determined an appropriate marketing mix that is suitable for positioning a print firm and identified eight key characteristics of print services that are important to customers. The study brings to bear the various market positioning strategies that can be used in the printing industry and how they can be enhanced taking into consideration elements of the marketing mix and key characteristics of printing services that are of importance to customers.
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A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master of Business Administration, 2008