Product market positioning in a moving target market

Product market positioning in a moving target market:  from The LEADSExplorer Blog: Lead generation - Website visitors - CRM - B2B by The Leads Explore

More than often the product positioning remains the same for a product throughout its’ lifetime.

Solution changes

This is questionable as throughout the life cycle of a solution more functionality and features are added upon demand of the customers or the salesmen. Due to all these add-ons and changes it is likely the positioning of the solution should be changed. From a straight forward solution due to the additional development the solution has expanded and could target a whole new market segment or even solve a different kind of problem.

Many small can make a big difference

The problem is that these changes are in many case apparently small apparently non-significant modifications or extensions of the solution. However all these small changes can make up quite a different total solution which might no longer fit the original target market or even address a whole new market as the solution has become different or more complex to use.

Market is moving target

On the other hand the market the company used to sell into, will change over time with other needs or different requirements. The market could also diminish in size, becoming so small the market is no longer economically viable. The market is a moving target.
Your original solution that addressed only a small market could become a widely used solution as the market changed in favor of your solution at the right price. Then it is up to management to decide if the sales price can be lowered in order to obtain many more customers.

Market positioning assessment

This is why market positioning of your solutions needs to be questioned and investigated. After each significant change a new assessment should be done in order to see what is the market and type of customers that would require such a solution. A result is a possible different product positioning.
Why else would a company invest in new function and features ?
How would a company ever get a return on investment if the market positioning would remain the same?
Investigating and making an assessment about the market and potential customer type is a must.
When did you make the last assessment of the market positioning of your solution?