This activity is important because entrepreneurs and managers need to position their companies to sell in underserved and uncrowded markets. Provided that the company's products meet the market's wants and needs, a company has the best chance of success when it operates in a market that is not stuffed with competitors. The goals of this exercise are to anolyze and evaluate four companies' positioning strategies, and to determine each company's chances of success in tbe market. Recall that in order to determine the success of a positioning strategy. marketers must analyze competitors' positions, highlight the competitive advantage of their own firms, and evaluate consumer feedbock. Reod the four mini-case studies and answer the questions that follow them. Consider the positioning strategies of eoch of the following (fictional) companies Ken's Bookstore operates in a medium-sized storefront in the downtown area of a Columbus, Ohio, suburb. Because his rent is expensive and his profit margins are low, Ken does not offer a discount on books. For example, if the suggested retail price of a hardcover book is $24.95, then Ken prices it at $24.95. Even though the same book is priced at $15.99 on Amazon, Ken belleves that the convenience of his bookstore will cause people to buy books from him instead of from Amazon. The Golden File is an upscale nail file boutique. It sells nail files made from the finest metals, such as 14-karat gold and siver. Many of the nail files contain precious stones such as diamonds, rubies, and emeralds. The average price of a woman's nail file is $850, and the average price of a man's nail file is $1,100. The owners of The Golden File are pleased that they have the only shop on the West Coast that sells luxury nail files. They sell exclusively in their San Francisco, Calfornia, store. They do not have a printed catalog. Website, or mail-order business, but consumers do post reviews of their product online. While most oppreciate the beauty of these products, many also feel they are too expensive and impractical Harry's Hamburgers is a low-priced hamburger restaurant that just opened in the business district in Atlanta, Georgia. The oivners have decided that they will use non-premium ingredients but offer a wide variety of menu items, including not only hamburgers but also chicken, pork, salads, and pasta. The district is already home to a McDonald's. Hardee's, Sonic Burgec, and Burger King - all of which have been around for quite some time and are very popular among the variety of businesspeople in the area who are always looking for quick, ready-made lunch options. LAmi de Chats (French, "The Friend of Cats) has a unique business proposition. The owners, who are cat lovers, know that most people do not want to take their cats out of their homes - ether for vet visits or for pet care when they go away - bechuse the cats get very distressed. So, for a fee, the employees of LAmi de Chats will come to your home, and feed and ploy with your cat, while you are awoy on business or vacation. They also partner with the local veterinarian to do house calis. The business and its employees are located in Phoenix, Arizona, which has a large population-many of Whom are cat owners - and no other business that offers this service. order or onine business only makes matters worie wall liey be everage of bete. This activity is inportant because eotrepreneurs and manogers need to position their companies to seil in underserved and uncrowded markets. Provided that the company's products meet the market's wants and needs, a company has the. best chance of success when it operates in a market that is not stuffed with competitors. The gosls of this exercise are to analyze and evaluate four companics' positioning strategies, and to determine each company's chances of success in the market. Recall that in order to determine the success of a positioning strategy. marketers must analyde competiors? positions, highlight the competive atvantage of their own firms, and evaluate consumer feedbock. Rnat the four min-case studies and ansiver the questions that follow them Consider the postioning surategies of eschot the folowing fictionail companes Ken's Bookstore operates in a medium-sized storefront in the downtown area of a Columbus, Qhio, suburb. Because his tent is expensive and his profit mangins are low, Ken does not offer a discount on books. For example, if the suggested retall price of a hardcover book is 324.95 , then Ken prices it at 524.95 . Even though the same book is priced at 51599 on Amazor, Ken beleves that the comvenience of his bookstore wall cause people to buy books from him instead of from Amaron The Golden File is an upscale nail fle boutique. In sells nal files mode from the finest metals. such as 14 -karat gold and sibver. Mony of the had files contair precious stones such as diamonds, nubues, and emeralds. The average price of a woman's nall fle is 5850 , and the average price of a man's naile is 51100 . The owners of The Colden File are pleased that they have the only shog on the West Coost that setls furury nad files. They sell exchasvely in their San Francisco, Couforna, store. They do not hove a peinted catalog. webste. or mai-order business, but coesumers do post reviews of their prociuct ondine. While most appreciate the beavty of these broducts. mamy aiso feel they are too expensive and impractical Harry/s Harnburgers is a low ginced hamburger restaurant that just opened in the business district in Atianta, Georgia. The owners have decided that they wil use non-premium ingredients but offer a wide variefy of menu items, including not only hambergers but also chicken. pork, saiads, and pasta. The district is alieady home to a McDonald's. Hardee's. Sonic Burger, and Burger king-all of which have been around for quite some time and are very populat amofig the variety of UAn de Chats ofench. The Frend of Cats') has a unique business proposition. The cwrets, who ate cat lovers. know that most peocle do not want to take theif cats out of their nomeswether for vet vists or for pet care when they go away. - because the cats get very distressed So, for a fee, the employees of LAm de Chats will come to yout horne, and feed Whom are cot owners and no other business that offers then service. naliliey be everage at best