Beginning of Essay
Gulfways currently has a solid position in their market. Of course, as in any aspect of business, there is always room to improve the image of their product in the minds of the consumers relative to their competitors. Gulfways positioning can be improved in orde ....

Middle of Essay
.... moves thru the introduction stage of the product life cycle and on to the growth stage, the company needs to begin to think about how to reposition their product in the minds of the consumer in order to increase sales level and grow as a company. Gulfways also has a position on the perpetual map with respect to the final customers opinion. The company's current position with their non-retailer customers is that of a competitively priced firm that also offers quality benefits such as availability and possession utility (see appendix #1). Offering their product at a competitive rate gives every consumer the opportunity to buy their product regardles ....