The questions bellow are based on the article:

Link: https://hbr.org/2016/10/case-study-how-do-you-compete-with-a-goliath

The case deals with a second mover deciding on its position in a market where there is a large market leader.

1. What is Tela's current positioning and how well is it working?

2. Write three different and complete positioning statements for Tela (they do not just have to be potential positions discussed in the case). Evaluate the strengths and weaknesses of each of these positions.

3. Select a position for Tela and describe one marketing tactic you would use to communicate the selected positioning (e.g., if you recommend an ad campaign, what would the ad message be, in what sort of media outlets, tone, message appeal etc.).