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Rolf Popp Pro Consult

Company Positioning

We transfer knowledge, we show success factors, and we offer useful consulting in company positioning!

Modern Company positioning is an interaction

between vision/mission, values, analysis, and market


Every company has a kind of company positioning, but only few know it in detail or know how their customers perceive it. The positioning on the market results from company activities and from the individual communication that a company sends out. The decisive factor is usually the interpretation of the market and not the own interpretation, because it's on the market where the contact decision, the award of a contract or the consideration of a business relationship takes place.


Company positioning is a task for real strategists!

Reasons for company positioning


General reasons


a) Totally new positioning
b) Expansion of the positioning
c) Repositioning


Specific reasons

• Reorientation and corrections
• Development of new products
• Decrease in turnover and profit
• Establishment of new business fields
• Entry into new markets
• Disproportional growth
• Company merger and company purchase
• The desire to be perceived differently 
• Long-term period without any positioning
• Different internal understandings and communication concerning the company positioning
• Major changes in the company 
• Achievement of a unique competitive position
• Image building and image cultivation
• Approaching the target group
• Activation of the company's potential
• Better and more understandable customer communication


The task: Occupying a target-oriented position and clear differentiation from the competition!



Advantages and benefits of company positioning


• Better differentiation from the competition
• Target-oriented acting becomes possible
• Increase in competitiveness
• Increase in the number of good customers
• Realization of a more effective market penetration
• More business deals
• Easier sales success
• Opportunities for more profit
• Reasonable and more specific directing of investments
• Reduction of advertising costs


Company positioning is the gateway to the trend “customer”.



We know what to do!


The development of turnover and the customer structure of a specific business segment, product or service provide the first information on the current existing company positioning. But also elements like the entire assortment, the company culture, company targets and practice, the owners, employees etc. play an important role in the positioning of a company.


Strategic company positioning

is like producing a security key


Company positioning is like producing a security key to the door “Customer”. For that the key “positioning” is to be understood – beside of all facets, details and edges – as an all-in-one package and must be worked with very precisely. This is the only way to prevail over the competition and open the lock to the customer with this key.



Method and analysis of company positioning

We take a close look!


On the one hand, it is necessary to exactly identify what a company stands for and on the other hand, the assessment of the market in relation to the company and its offer must be analysed.


Since everyone interprets things individually and the market is constantly changing, the company's positioning is always in flux. The once established or lived behaviours and the company performance suddenly no longer fit the customer requirements or are outdated. This process is flowing and slinking. Usually the people in a company don't notice it because they are within the system. Such changes can only be seen from the outside or recognized through targeted and intensive analysis.


That is why we speak on the one hand of internal self-assessment and on the other hand of external assessment.



Concept company positioning:

External assessment versus internal self-assessment

The practice shows that the results of these two points of view are different in fact. This can also be imagined as an overlap of two circles. If there are only minor differences it hardly leads to acceptance problems, the overlap is then relatively large. Congruence can also be increased through targeted customer marketing. However, if the interpretations are further apart, from the customer's point of view a company can no longer overcome the critical acceptance hurdle and is therefore no longer considered as an acceptable business partner. In this case, all efforts made so far have been in vain.


Evaluation, adapting and optimization of company positioning!



For most companies the current positioning is an arbitrary result of their previous business activities in combination with the corporate communication conducted so far. It can often be observed that the current positioning no longer fits the market, is outdated, and lacks concrete analyses, ongoing optimisations or a strong or specific vision or mission.


Especially with young companies, such changes in positioning occur to a great extent until about 10 years after foundation. A typical feature for changes in positioning is, for example, a significant decline in sales and profits. But it can also be the development of new business fields, products or services that change the perception of the customer.

For companies that have been active on the market for more than 10 years, we often observe that a review of the company's positioning and, if necessary, readjustment have been done a long time ago and that action is required here, too.



Contents and procedure of our company positioning:


1. Neutral analysis of the initial situation

a. Persons
b. Business segments, Products, Services
c. Company
d. Customer

2. Analysis of the competition
3. Analysis of the market
4. Development and recognition of suitable possibilities of positioning
5. Determination of a sustainable company positioning
6. Deriving measures and actions from the analyses
7. Development of targeted activities
8. Regular review and adjustment of the company positioning

Sensitively recognizing which company positioning is really suitable.


For this a lot of experience and a very good analytical know-how in company analysis is needed in combination with the ability to assess current and future competition in an entrepreneurial way. Competitive advantages, the market, and the potentials of a company play an important role. Subsequently, the positioning found must be lived and turned into reality through targeted measures.

Background & Experience Dipl.-Wirtsch.-Ing. (FH) Rolf Popp:


• 20 years of experience in strategic consulting
• Several hundred enterprises analyzed
• Constant dialogue with successful entrepreneurs and CEOs
• Specialist for competitive advantages
• Lecturer for corporate management
• Lecturer for marketing and distribution


Additionally, we provide and bring with us:


• Neutral, open perspectives
• Sensitive recognition and assessment of the initial situation
• Deep and intensive entrepreneurial know-how
• Experienced knowledge relating to the sustainability of companies
• Creativity


Offer Company Positioning

  • Sustainable consulting and support.




Consulting Company Positioning

 • We readily submit an offer for a complete revision of your company positioning.




Workshop Company Positioning

• You can order a workshop. Understanding and recognizing the most important aspects, factors for success and opportunities.


Coaching Company Positioning

• Knowledge transfer within a coaching.



Examples Company Positioning

 • Of course we always show you concrete samples and models.



Methods Company Positioning

 • We have developed specific methods and procedures for target-oriented and quick results.



References Company Positioning

• We gladly provide you a selection of references.



We support you individually, target-oriented, and competently with our expert knowledge and long-term personal experience in company positioning. That’s your competitive advantage.



Business Segments

Business Broker SME Germany Europe

We are your business broker for SMEs in Germany, Europe

Nowadays, every corporate leader or top manager has to attend to all topics of mergers & acquisitions. We are experienced business brokers and M&A consultants in Europe headquartered near Frankfurt a. M.:


  • Business sales
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  • Transaction consulting
  • Company appraisals
  • Market screening
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Here you can find a our business exchange selection with interessting offer and request projects.


Righthand you get to our up-to-date offers and requests regarding


  • Business Sales Offers
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We are glad to provide you further information and talk to you about our internal opportunities. Please contact us directly to discuss your intention.


PS: Our business marketplace is always up-to-the-minute at your disposal!




Research & Target Sourcing

We offer an efficient search for suitable objects as well as a complete market screening to our business broker customers


It is getting more and more important to find the best and right business partner. Therefore research and contact handling are crucial for success.


For you and for your company we provide:

  • Target profiling
  • Market Sreening 
  • Research process


On the basis of our longstanding experience we exactly know how it works. We would like to support your search.



Company Appraisals

Theory is patient. – We prefer both, theory and practice!


As your business broker we also offer analyses and valuations. So we determine real values, potentials and needs, but also the risks. We know how to appraise the facts.


Company Appraisal – our offers:

  • Company Appraisal as Assessment Report
  • Company Appraisal as Value Estimation
  • Continuation Forecast – IDW Standard
  • Situation Analysis
  • Evaluation of Future Viability
  • Due Diligence


With 20 years of experience, we offer you realistic valuations for marketable company values as one of our business brokerage services.




DE-97070 Würzburg next to Frankfurt

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Tel. 0049-(0)931-70 52 85-70

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