Competition is one of the key elements shaping today's economy, as it influences firms' strategies, performance, and consumer welfare. In theory, it is desirable for markets to be competitive. In competitive markets, the competitive pressure felt by firms is higher, and accordingly, their strategies change. This study examines the competitive strategies and positioning strategy types that companies should use in competitive markets, evaluating their potential effects on target audiences as well as rival companies.

First, the concept of competition is defined from a broad perspective, focusing on the fundamental competitive strategies introduced to the literature by M. Porter, which companies use in their efforts to gain an advantage over their competitors in competitive markets, and on the topic of positioning, which is expressed as the perception formed in the consumer's mind regarding the products, services, and brands offered.

The competitive strategies examined in this study include: Cost leadership strategy, Differentiation strategy, and Focus strategy. These fundamental strategies are evaluated conceptually, indicating their role in achieving competitive advantage/superiority for the company/product and brand.

In conclusion, this study evaluates how firms in competitive markets can achieve a competitive advantage by succeeding against their rivals within such a market environment. Furthermore, consumer and company expectations also change over time in evolving competitive markets. In this context, positioning strategies (Market, Product, Brand, Price, Quality, Competitive) that have been used successfully by companies in the past may lose their effectiveness over time.

Therefore, the importance of repositioning strategies for companies is emphasized, as they ensure that the products, services, and brands owned by companies are perceived in the desired way in the minds of the target audience.