In today's competitive world, a company needs to be constantly reviewing its products, services and business strategies. However, most companies tend to ignore the affect of competition on their performance and position in the global market.

Competitive positioning is a tool that enables a company to evaluate its perceived strengths and weaknesses with regards to its competitors.

The strengths and weaknesses are measured through a given focus group of customers using parameters, such as company image, competitor image, product quality, brand awareness, or any other factors that are endemic to the company's decision making process.

Several systems have been designed to graphically and verbally describe a company's position vis-à-vis an issue in the market. These competitive positioning techniques are listed below:

• Ranking by criteria
• Strengths, weaknesses, opportunities, and threats (SWOT) analysis
• Price performance ratings
• Boston matrix
• Customer rankings