Specifically, Parry (2004, p. 1) maintains that strategic marketing management is a process driven by fundamental decisions that involves positioning. MBT shoes, when making decisions regarding such, shall answer the questions: 1) what does matter and what might matter to potential customers of MBT shoes and 2) on which of the things that matter to customers should MBT focus. When these things are answered, it can provide a set of possible positioning strategies for MBT shoes and the way the company can position its athletic shoes to these customers.
McDonald, Chernatony and Harris (2001, p. 341) particular emphasis must be given on intangible nature of products and branding and how consumers play a role in the delivery and strengthening of branding. MBT shoes will be positioned as an “anti-shoe that is more than a shoe”. As such, while MBT shoes are not a typical pair of shoes, the benefits that MBT shoes offer is more than what a typical pair of athletic shoes can provide. The earning power of MBT shoes is high despite the widespread imitation and that the anti-shoe position can be successfully translated into other markets provided the wealth of information.
Further, MBT has a position about the fake MBT shoes which is: There can only be one true original. That is, although MBT shoes can be imitated, replicas can only copy the style and perhaps the fit but they cannot copy the technology behind MBT shoes.
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