When BMW first made its strong competitive push into the US market in the early 1980s, it positioned the brand as the only automobile that offered both luxury (competing with Cadillac) and performance (competing with the Corvette), which is known as ________ because it uses points-of-difference and points-of-parity across categories.
A) a competitive frame of reference
B) zone of tolerance positioning
C) straddle positioning
D) red-ocean thinking
E) perceptual mapping

Question

Quizplus · Accepted Answer

The described positioning strategy is known as straddle positioning, where a brand seeks to position itself as offering both unique points-of-difference and points-of-parity across different categories, in this case luxury and performance.

When BMW First Made Its Strong Competitive Push into the US