The assignment

STP marketing stands for segmentation, targeting, andpositioning. It is a three-step process that allows for thedevelopment of a specific and actionable marketing strategy.

The main principle behind the process is to segment youraudience, target each segmented group according to theirpreferences and habits, and make positioning adjustments in yourbranding and marketing strategies to accommodate their needs andexpectations.

The reason why the segmentation-targeting-positioning process isso effective is that it breaks down broader markets into smallerparts, making it easier to develop specific approaches for reachingand engaging potential customers instead of having to use a genericmarketing strategy that would not be as appealing, or aseffective.

Case Study Analysis.

Starbucks complete an STP (Segmentation, Targeting,Positioning) analysis.

Your analysis should include the belowtopics:

• Consumer segmentation and targeting analysis:analyse which segments of the market the company tries to attractand why.
• Marketing strategy analysis: explain if thecompany uses Un-differentiated, Differentiated, Concentrated, Microstrategy to promote its product(s)
• Positioning analysis: explain how the companypositions its brand / product compared to the competitions usingperceptual maps and value proposition maps

• Recommendations: Provide recommendations onhow the company can improve based on your analysis.

Use real life examples from the company such as pictures to makeyour essay more interesting to read.

Use tables for your analysis to make your essay easier tounderstand.

Use definitions for key terms with proper referencing usingacademic sources such as books and journal publications.

This assignment will give you experience in applying some of thetheories and practices you have learned during the module.

Word limit: 2000 words