Market Positioning

Market Positioning

This is marketing map that I have created to show the current position of Umbro and its competitors. These are the axis I used: 

• High Quality
• Low Quality
• Premium Pricing
• Affordable

I felt that these are acceptable and evaluative axis as these are the main factors that are causing Umbro to decline. I placed them on the low quality side and the upper end of affordable pricing. As their football shirts and merchandise is of a high quality, however, their garments that aren't related to football are of a poor quality, meaning that I placed them on the low quality end. In comparison to Nike, Adidas and Fila, who are on the "High Quality" and "Premium Pricing" section, yet consumers are more willing to buy their products as they know that they are getting the quality that they are paying for. 

Ideally, Umbro should be more toward the "High Quality" and on the line of affordable, as people would definitely buy into this, as they are getting the quality for a lower price. This would lead to Umbro getting a good brand identity and hopefully a larger consumer base.