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Step 3: Position your productOnce you’ve picked your target segment, the next step is to prioritise their requirements and wants and cross-check this with your product. What do they want most? What don’t they care about? If possible, try to quantify and prioritse these requirements so that you can determine which are most important.Compare your product with those of your competitors – how does it stack up? If it has unique strengths or significant advantages then emphasise these. If you’re lacking in a dimension that’s of low importance then don’t pay it too much heed. If your product is significantly misaligned with your target market’s requirements, have a think about whether you can adapt or change your product, or if you need to refine your target.
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