Part 1 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 order to achieve a larger competitive advantage. In order to de ....

Part 2 of Essay
.... scuba equipment market. As Gulfways 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 s ....