When discussing market strategy, it's inevitable that positioning will be brought up. A company's positioning strategy is affected by a number of variables that are closely tied to the motivations and requirements of target customers within as well as the actions of primary competitors.
Before a product can be positioned, you need to answer several strategic questions such as:
How are your competitors positioning themselves?
What specific attributes does your product have that your competitors' don't?
What customer needs does your product fulfill?