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There are various cause and reason to reposition, with different objectives to accomplish
Changes in competitive position
Erosion of market position
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Evolving market dynamics
Target new seqments
Shift in consumer perspective
Changes in ownership structure
Merger & Acquisition
Spin-off
De-mergers
Changes in external environment
Diversification
Internationalization
Re-gain position, capture new market, re-define position, change association
Create a new image
Reflect a new identity
Drivers
Goals
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