The basis of a new positioning strategy is transparency in all areas that determine the market: the customers and the expected trends, the competitors and their performance as well as all the strengths and weaknesses of the own company and the product range. The analysis of the own company is compared to a detailed competitor analysis. Both results are then compared with the customer analysis to determine exactly who is closest to the customer today and with a view to tomorrow. Also to be considered here are price and performance, simplicity for the customer and changes in customer behavior. But also vertical market conditions, expected future developments as well as plausible justifications of purchase decisions are to be considered in the filtering of positioning factors. If all relevant information is available, the customized positioning derivation takes place. The essence remains with a positioning strategy that can have a unique core and forms the basis for a desirable corporate culture and for all areas of competitiveness (procurement, manufacturing, distribution).