competitive repositioning
[/kəmˈpɛtətɪv ˌriːpəˈzɪʃənɪŋ/]
nounpl: competitive repositionings
reposicionamento competitivo
1. The strategic process of changing a company's or product's market position to better compete against rivals, often involving changes to branding, pricing, product features, or target audience
The smartphone manufacturer engaged in competitive repositioning by shifting focus from budget devices to premium market segments.
O fabricante de smartphones realizou um reposicionamento competitivo ao deslocar o foco de dispositivos econômicos para segmentos de mercado premium.
2. A tactical adjustment in market strategy designed to address competitive threats or capitalize on emerging market opportunities
After losing market share, the airline company's competitive repositioning included offering luxury services at mid-range prices.
Após perder participação de mercado, o reposicionamento competitivo da companhia aérea incluiu oferecer serviços de luxo com preços na faixa média.
This term is predominantly used in business, marketing, and corporate environments in both Brazil and the United States. In Brazilian companies, competitive repositioning is often discussed in strategic planning meetings and market analysis reports. The concept reflects the dynamic nature of global markets where companies must continuously adapt to maintain competitiveness. In both cultures, successful repositioning is seen as a sign of corporate agility and strategic foresight.
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