One key topic we have addressed is segmentation and how it is critical to marketing for business success. As companies are working to navigate the current dynamic business environment, why is effective segmentation, targeting and positioning (STP) critical to organizations today to deliver customer value and gain competitive advantage? In your response:

1. Fully discuss the STP concept and utilize an example (company of your choice) to support the discussion. This should note the specific steps in the segmentation process and how your selected company is effectively using STP to support their customer-focused, value-driven strategy. Include some discussion about why you feel its approach is effective and how it establishes a unique position for the organization relative to key competitors.

2. Discuss how the process of STP helps to create competitive advantage for a company, especially in the evolving CURRENT market environment (e.g. think about how segmentation is changing)?