additional information: this course is canadian business marketing using THINK Marketing book by Keith Tuckwell & Marina Jaffey.

Positioning is a means of presenting a product to consumers so that they have a desirable image of it. It focuses on unique features of a product in an effort to clearly distinguish one product from another in the minds of consumers. Brands are positioned within the context of competing brands. Marketers collect information about a brand's attributes and the attributes of its competitors. Such attributes may include quality, variety, price (high or low) of services offered. Marketers can plot all brands on a positioning map (someone referred to as a perceptual map). Once plotted, a marketer can see where changes in marketing strategy are necessary if a brand is to improve or alter its image with consumers. As well, gaps on the map (places not occupied by any existing brands) may show where new marketing opportunities exist. Purpose: Students will identify and assess the positioning of major cell phone service providers in Canada. Instructions: 1. List at least 10 cell phone service providers which are operating in the Canadian market and determine the service attributes. Such attributes may include quality, variety, price (high or low) of services offered. 2. Research each company's positioning strategy and place each competitor in the cell phone service industry on a perceptual map (refer to page 163 of your Think Marketing book). Figure 7.16 has been provided for your reference. You must recreate this diagram. 3. Based on the competitive situation, identify the best opportunity for a NEW competitor. Where should a new competitor position itself to offer something unique to potential customers? Why? (Support your answer with research on competitive analysis.)