Assume that you are Chief Marketing Officer (CMO) in a newly founded apparel retailer. The board of directors is discussing ways to position the new company to gain competitive advantage. You were tasked with suggesting options for the board of directors. To this end, you hired a marketing research company to analyze the market. The marketing research company found that the competing brands in the market are concentrated in two quadrants on a perceptual map: High quality-high price and low quality-low price quadrants. Suggest a positioning strategy that will allow you to gain competitive advantage to the upper management:
1) Needs based positioning
2) Variety based positioning
3) Access based positioning. Explain why you would recommend such a strategy and support your position with arguments from Porter's article.