Final answer:
The battle in positioning strategy is for (a) the mind of your target customer, (c) aiming to create a unique brand impression. This is akin to Sun Tzu’s strategy of occupying advantageous positions rather than engaging directly, and it is closely related to monopolistic tactics, where dominating market share with little competition is preferable.
Step-by-step explanation:
The struggle is for your target customer's thoughts in the field of positioning strategy. The aim is to establish a unique impression in the customer's mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace. This notion is similar to Sun Tzu's military strategy, where the focus is displacing the enemy through superior strategic positioning rather than direct conflict, reflecting the importance of psychological warfare in both arenas.
In Sun Tzu's principles of warfare, as well as in business, it’s crucial to understand the terrain, or the market landscape, you are operating in. As Sun Tzu outlines different types of ground, a business must navigate through various market conditions, adapting its positioning accordingly. Just as in war where controlling the high ground provides a strategic advantage, in business, occupying a unique position in the consumer's mind can be more effective than a head-on battle for market share.
Moreover, the concept of monopoly resonates with the goal of a positioning strategy. The ideal scenario for any business, akin to a general's desire for an uncontested battlefield, is to operate in a space with little or no direct competition, allowing for easier domination of market share.
Finally, similar to Sun Tzu’s emphasis on strategic movement to attract maximum customers, a business must position itself such that it can capture the maximum market share, often by outmaneuvering the competition, which can entail strategic pricing, product differentiation, and service enhancements.