This article provides a detailed response to: How to Create a Positioning Map in Excel? [Complete Guide + Template] For a comprehensive understanding of Market Research, we also include relevant case studies for further reading and links to Market Research templates.
TLDR Create a positioning map in Excel by (1) gathering competitor data, (2) selecting 2 key market dimensions, and (3) plotting a scatter chart to visualize competitive positions and identify market gaps.
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Overview Customizing Your Positioning Map Applying Insights from Your Positioning Map Market Research Templates Market Research Case Studies Related Questions
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Before we begin, let's review some important management concepts, as they relate to this question.
Creating a positioning map in Excel is a powerful way to visualize your organization's market position relative to competitors. A positioning map, also known as a competitive positioning map or perceptual map, plots competitors based on 2 key market dimensions—such as price and quality—using Excel’s scatter plot feature. This tool helps executives quickly identify market clusters, white spaces, and differentiation opportunities, enabling data-driven strategy development. Consulting firms like McKinsey and BCG frequently use such visual frameworks to analyze competitive landscapes and guide decision-making.
To build an effective positioning map, start by gathering relevant market research or internal data, including competitor names and metrics that matter most to your customers. These dimensions should reflect consumer perceptions or product features critical to your industry. Excel’s scatter plot functionality then allows you to plot this data visually, revealing competitive intensity and gaps. This method aligns with frameworks used by top consulting firms and supports strategic group mapping and competitive analysis.
Begin by organizing your data in Excel with competitors as rows and the 2 chosen dimensions as columns. Insert a scatter plot from the Insert tab to display your data points. This visual representation highlights crowded market segments and underserved areas, helping you prioritize strategic initiatives. Experts recommend validating your dimensions through customer surveys or industry benchmarks to ensure accuracy and actionable insights.
Customizing Your Positioning Map
While Excel provides a basic scatter plot, customizing your chart is crucial for making it a powerful strategic tool. Begin by adding labels to your data points. This can be done by right-clicking on a data point and selecting "Add Data Labels." Then, format these labels to display the competitor names, making each point on the map easily identifiable.
Next, consider the axes of your map. The axes should represent the dimensions you've chosen, such as price on one axis and quality on the other. Adjust the scale of these axes to appropriately reflect the range of your data, ensuring that the map is as informative as possible. This might involve setting a specific minimum and maximum value for each axis, depending on the spread of your data.
Finally, add a title and label the axes of your chart. This not only makes the chart easier to understand at a glance but also ensures that it can be effectively communicated in presentations or strategy documents. Remember, the goal of a positioning map is not just to analyze the current state but to identify strategic moves that will enhance your organization's market position.
Applying Insights from Your Positioning Map
With your positioning map complete, the next step is to analyze the insights it provides. Look for clusters of competitors; these indicate highly competitive segments of the market. Isolated data points might represent niche markets or differentiation opportunities. Consulting leaders often use these insights to advise on Strategic Planning, Digital Transformation, and Innovation efforts.
Consider the strategic implications of your positioning map. Are there underserved segments of the market your organization could target? Does your organization's position on the map align with its intended brand perception? These are critical questions that can guide future strategy development and performance management efforts.
Lastly, it's essential to keep your positioning map updated. Market dynamics shift, new competitors emerge, and consumer preferences change. Regularly revisiting and revising your positioning map ensures that your strategies remain relevant and that your organization continues to meet the evolving needs of the market. In summary, learning how to make a positioning map in Excel is a valuable skill for any executive involved in strategy development and market analysis. By following these steps and leveraging Excel's capabilities, you can create a powerful visual tool that informs strategic decisions and helps maintain a competitive edge in your industry.
Market Research Document Resources
Here are templates, frameworks, and toolkits relevant to Market Research from the Flevy Marketplace. View all our Market Research templates here.
Explore all of our templates in: Market Research
Market Research Case Studies
For a practical understanding of Market Research, take a look at these case studies.
Market Analysis for Fast-Casual Dining Chain in Competitive Landscape
Scenario: A fast-casual dining company in the highly competitive food services industry is facing stagnant growth amidst rising competition.
Market Analysis for Electronics Firm in Consumer Wearables
Scenario: The company, a mid-sized electronics firm, specializes in the design and manufacture of consumer wearables.
Ecommerce Personalization Engine for Niche Apparel
Scenario: The organization in question operates within the highly competitive niche apparel segment of the ecommerce industry.
Live Event Management Analysis for Food & Beverage Sector
Scenario: A firm specializing in the food and beverage industry is struggling to understand consumer behavior and preferences within the live events vertical.
Market Analysis for a Global Consumer Goods Manufacturer
Scenario: The organization is a global consumer goods manufacturer seeking to expand its market share in the competitive Southeast Asian market.
Resilience Through Diversification for Real Estate Investment Trusts (REITs)
Scenario: A prominent Real Estate Investment Trust (REIT) specializing in commercial properties faces a strategic challenge in adapting to the post-pandemic market dynamics, necessitating thorough market research.
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Related Questions
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This Q&A article was reviewed by David Tang. David is the CEO and Founder of Flevy. Prior to Flevy, David worked as a management consultant for 8 years, where he served clients in North America, EMEA, and APAC. He graduated from Cornell with a BS in Electrical Engineering and MEng in Management.
It is licensed under CC BY 4.0. You're free to share and adapt with attribution. To cite this article, please use:
Source: "How to Create a Positioning Map in Excel? [Complete Guide + Template]," Flevy Management Insights, David Tang, 2026
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