ThoughtWorks, a medium-sized IT system, has been growing rapidly, but identified “lack of a clear positioning around which to build a brand,” as the biggest obstacle to further growth. The company had features that it believed that differentiates it from its competitors and considered alternative identified target segments. Urges readers to choose a goal and develop a positioning statement for this goal as well as identify the assumptions that the recommended strategic positioning … Read more »

ThoughtWorks, a medium-sized IT system, has been growing rapidly, but identified “lack of a clear positioning around which to build a brand,” as the biggest obstacle to further growth. The company had features that it believed that differentiates it from its competitors and considered alternative identified target segments. Urges readers to choose a goal and develop a positioning statement for this goal as well as identify the assumptions that suggest the recommended strategy and positioning, such as market research could help the validity of these assumptions.
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from
Alice M. Tybout,
Kyle Ragsdale
Source: Kellogg School of Management
12 pages.
Release Date: 1 January 2004. Prod #: KEL113-PDF-ENG
ThoughtWorks (A) Targeting and Positioning Services Firm foundations for a HBR case solution