3-D Carbon Case Study

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Recommendations for positioning Carbon’s new 3-D printing machine M1
As one of the first company to develop a 3-D printer to produce a commercially viable product is at a strategic advantage, if Carbon successfully creates a brand position, it can preempt competition in that segment by identifying and fulfilling printing needs of the target audience.
The reading ‘Brand positioning’ advises that, the process of formulating brand’s positioning starts with developing a compelling positioning statement. The article mentions that, Carbon has decided its target market segment as major Health care and Automobile companies. This business to business positioning strategy is valid due to the nature of the product, one of a kind 3-D printing innovation will offer Carbon a bargaining power and high value to its customers in this scenario. The next
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Carbon can capitalize on its unique attributes such as its ability to print heat resistant parts in short duration vis-a-vis competitor’s printer is a distinctive feature that is not easily imitable by the competitors because M1’s printing technology is protected by patents. If at all, the competitors are able to find a way around these patents in the future, Carbon will already have captured the market and established its brand. While creating a brand position, the company should also introspect the feasibility of its positioning statement and its capability to meeting the same. If the company fails it may lose customer’s faith in the brand and will negatively affect the image and sales. Carbon is already in a highly differentiated position by being the first in the market with its versatile, strong and fast 3-D printed parts will generate high price premiums and enjoy more power in the market

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