Core Competences and Competitive Positioning
Jaap de Jonge, Management Consultant, Netherlands
We need to start with what we mean here with the word 'positioning'. Often it is related to Positioning of Ries and Trout
But there is also the Positioning or Analytical School of Strategy Formation
. And that is what we are talking about here.
If we compare the latter with core competence it's clear that both are analytical frameworks and both consider what we do well (and what not).
- The Competitive Positioning philosophy starts the strategic marketing process from considering our relative position versus the competition.
- The Core Competence philosophy starts by establishing, nurturing and protecting certain unique capabilities we may have at a corporate, strategic level.
PS: Note that both of these views on positioning are NOT equal to Competitive Position
(without the -ing at the end). That is our relative level of dominance in the market.