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Market Positioning Strategies: A telecom CDN company perspectiveon how to position for online sales
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In this era of digital transformation, it is crucial for a business entity to adopt strategies andtechniques to stay ahead of its competitors. One possible way is by differentiation of itsproducts/services and implementing effective positioning strategies to attain competitiveadvantages. ‘Positioning’ has been researched extensively by academics and researchers inrecent years, recognizing it as an important component of a corporate strategy. However,despite the phenomenal growth of online sales and the rise of e-commerce, limited research hasemerged on the topic of ‘Web Performance Services’. From the research conducted during thegiven period of time, a limited availability of academic research was found in this area by theresearcher. Specially in relation to positioning strategies for online sales, the academic researchis lacking depth. While prior research has examined positioning strategies concerning otherindustries, the studies have lacked the focus on the CDN industry, specially a telecom CDNcompany’s perspective. There seems to be a gap in the academic research. This study intendsto bridge this gap by conducting a qualitative research on this subject.As a new entrant to the CDN market, a company may face many unforeseen challenges. Froma managerial and marketing perspective, it is even more difficult to know how to position acompany and it becomes a dilemma at times on choosing the ideal positioning strategies. Thisresearch attempts to address this problem. In this research, the concept of ‘positioning’ isanalyzed first from a theoretical perspective. Subsequently, a literature review explores variousaspects of a ‘positioning strategy’. The empirical results are analyzed after being collected viatwo primary methods: (a) customer interviews and feedbacks, (b) investigative research onprime competitors. Overall, the study aims to generate practical insights that may benefit acompany in the CDN ecosystem, especially for positioning to sell its services online.

Place, publisher, year, edition, pages
2016. , 72 p.
National Category
Other Engineering and Technologies
URN: urn:nbn:se:kth:diva-189740OAI: diva2:948537
Available from: 2016-07-14 Created: 2016-07-12 Last updated: 2016-09-27Bibliographically approved

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