In his article, the author presents how trade enterprises operating in the Polish market use product positioning in the process of management; he also shows the factors causing differentiation in intensity of the use of product positioning. Trade enterprises apply three ways of positioning. They position most seldom their products by making an impression of a unique product, unlike other in the market. Positioning by taking the position of ideal product, conforming to the largest number of customers, is applied, on average, in every third enterprise. And most often trade enterprises perform positioning in the way similar to the market leader (of the major competitor). Intensity of the use of the specified strategies of positioning is different and depends on the developmental phase, extent and subject scope of the market serviced, size of enterprises and on their financial condition.
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