New companies market positioning definition through business coaching
Keywords:
business coaching, market positioning, product attributesAbstract
The objective of this paper is to present the advantages that a business coaching process can offer to an entrepreneur, including definition of market positioning for new enterprises. The research method was participant observation, in which the author reports results from two coaching processes, developed with managers of two new businesses. Among the results is a comparison between the knowledge and definitions the coachees had about market positioning, marketing composition and performance level of product attributes before and after the coaching process. Both cases pointed out that a business coaching process enables a conscious choice of market positioning for a new company, as well as the deployment of this positioning in levels of performance that must be achieved in each of the attributes of the products.
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