How can positioning statements aid in focusing a project team throughout the realization process?

Question

What will be an ideal response?

Answer 1

Positioning statements can assist in focusing a project team on the market throughout the realization process. At each phase, senior management should require the project team to provide a positioning statement as part of its review materials. Each positioning statement would contain the three critical components : target, offering concept, and value proposition. Although the team might state elements of the positioning statement in broad or coarse terms in the initial phases, senior management would expect to see refinement and greater specificity as the project moves through the realization process. This expectation pushes the team to think about the characteristics of target customers, the essential attributes of the offering for customers, and the worth of the new offering to the customer. To reach this specificity, the team would have to translate customer requirements and preferences into design specifications and conduct value assessments with target customers.