Abstract
TLSE is a small office company created in 2006, by Isabelle BERNARDINI whose activity focuses on the design and sale of a range of identity products around the city of Toulouse, France (Region Midi-Pyrénées). At first, its offer was mainly focused on textiles printed with logos and then gradually diversified (greetings cards, frames, souvenirs gifts, etc.). (see APPENDIX 1, 2 and 3 to know more about the company's offer and its market)From the beginning, the company was resolutely aimed at the identity market segment and there was a real demand for that kind of product as people from Toulouse felt the need to claim their identity. Tourists also represent a big part of TLSE's customer base as they can find among the company's products original and modern gifts and souvenirs.
Nevertheless, during the last years, the company's activity has experienced a decreasing performance which has undermined its durability.We can thus wonder if this under performance is directly connected to the fact that the company is focusing on two different positioning: identity brand and souvenirs. Positioning is essential for a business to be successful: ‘Positioning is the single largest influence on the buying decision' (Moore, G. 1998:145) as it will influence the buying decision in many ways.
