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Positioning and Niche-picking

Positioning | Niche-picking | Relationships

Kids around whale skeleton head.

Kids in class.
  What is positioning?

It has to do with how an organization is globally perceived by others. It can refer to an entire enterprise, but also may apply to a portion (like a division, function, product or service line). Individuals also have such global perceptions held in the minds of others.

Positioning exists whether an enterprise or a person likes it or not. Behavior is observed and global perceptions are formed. It is that direct.

Our challenge is to determine what our present Positioning is among our highest priority constituencies... and then decide what we want it to be, and how to make this happen.

What is the Concept of Niche-Picking?

In providing and marketing a service or product, the enterprise which is intent upon success tries to find the place or places among its target audiences where it has clear and evident competitive advantage. It seeks the opportunity to capture, or at least strongly influence, these identifiable publics.

Finding the right niche or niches becomes a crucial part of planning. Formerly the special domain of marketing specialists, it increasingly has become part of overall strategic planning. Niche-picking offers a new chance for multi-discipline inputs, deliberation and decision.


With Positioning and Niche-Picking added to the strategic planning process, there is need to differentiate among the terms mission, positioning, niche, target audiences, market segments, key result areas, objectives and strategies.

And, with the differentiation, to achieve compatibility and synergy among these useful concepts.

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The Cultures of an Organization

Strategies & Teams, Inc. • Robert F. Smith • San Diego, California • July, 2001

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