The positioning strategy of the UTC Plc company has been confused and ineffective as well, largely due to its branding strategy and brand awareness programs. In order to successfully position itself in the market amongst its competitors, the UTC Plc company will have to establish a suitable store environment for the shoppers. The strategic advantage that retail stores have is access to a wide space for product and service marketing at their retail stores.
The UTC Plc can invest in refurnishing the store, and changing its layout to make it more attractive to the customers. Little things like putting in elegant fixtures and fittings, creation comfortable resting spots, increasing the number of café or food vendors, and adding artistic decorations like fountains, potted plants as well as innovate in store advertisements on counters can increase the foot traffic in the store. The increased foot traffic will lead to more impulse buys and increased revenue through cross selling.