Gulfways currently has a solid position in their market. Of course, as in any aspect of business, there is always room to improve the image of their product in the minds of the consumers relative to their competitors. Gulfways positioning can be improved in order to achieve a larger competitive advantage. In order to determine the optimal image position for Gulfways in their market, one needs to consider their current positioning relative to the retailers …showed first 75 words of 881 total…

…showed last 75 words of 881 total…the level of their top competitors. It is important for Gulfways to reposition their product to stress quality without de-emphasizing price or other benefits. This can be accomplished by creating a differential advantage from its competitors and using strategies such as benchmarking to increase qualitative factors. Positioning can be a determining factor of which product a retailer or consumer buys when extended problem solving activities are used in purchasing shopping products such as scuba equipment.