Abstract
Each company has its own strategy and analysis for positioning its products, but can so many of the policy analysis really implement effectively to each step? How do companies -get differentiation from conveying messages to customer, ask customers' point of view of their products, compare their advantages and disadvantages with competitors, and also earn positive recognition from customers? According to the Market Positioning Strategy and Porter Five Force Analysis to establish advantages in the situation of the constantly changing industries - will the moment your company creates these ideas and strategies meet the marketing trends? Would the ideas from customers? What kind of ideas and value that enterprises and customers will have in common to get the win-win situation through the analysis?These questions are the points we are going to discuss about. Furthermore, when an enterprise implements Porter Five Force Analysis and Differentiation completely, customers may get the full comprehension of how this company is able to help out their specific needs. Catching on the right time and effectively cut into the demand of market, so the differentiation an enterprise established can last longer. This study is based on the Marketing Positioning of Innovation Strategies, written by Professor Shi Zhang Hong. In this chapter, it refers “Picking out the right men and utilize combined energy, strategy positioning, the differentiation is the priority, and focus working on a business target and use it to expand to the rest.” (Hung, 2016). It clearly gives right positioning and competitive advantages from Porter Five Force Analysis, which helps you understand customers' commands systematically as well as cut in to the chase of the target. The case study examines Donaldson Company, analyzing their value to the company, providing customers solutions, identifying the company differentiation in all aspects with customers, and then obtaining competitive advantages based on each level. As for marketing positioning, it analyzes the differentiation between this enterprise and its competitors, finding out its unique advantages. As a result, Donaldson is able to stand out from the competitive environment and create long-term competitiveness.