1. Determining consumers' perceptions and evaluations of the product or service in relation to competitors'
-Marketers determine their brand's position by asking consumers a series of questions about their competitors' products (ex: how consumers use the product or service, what can be alternatives, pros and cons of the product)
2. Identify the market's ideal points and size (ex: the larger the numbered circle, the larger the market size)
3. Identify competitors' positions (ex: powerade positions themselves closedly with Gatorade, so they are next to each other on the perpetual map , appeal to the same markets, and are found next to each other on shelves)
4. Determine consumer preferences (ex: Gatorade realizes that consumers want a less sweet, and less calorie-laden drink with the same benefits)
5. Select the position (ex: Gatorade can develop a new product to satisfy consumers' wants, it can try to reposition their marketing approach to sell their original Gatorade to those customers, or ignore what the target market wants and hope consumers will continue to purchase their products because it is the best alternative)
6. Monitor the positioning strategy
-consumers' tastes shift, and competitors react to those shifts, therefore firms cannot maintain the same position year after year