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Assignment 1: Assess the Segmentation, targeting and positioning (STP) strategies used by different brands competing products.
You should choose one product category (such as mobile phones, breakfast cereal, computers, tablets etc) and then select at least 6 specific brands within that category. Then assess how each brand targets a specific market segment and how each brand is positioned.
Then make justified recommendations for the STP strategy for a new brand entering the market place.
Specifically you should:
– Include the theory of STP, including the bases for segmentation
– Summarize the segmentation and targeting strategy for each brand
– Use a positioning map to identify how the brands are positioned against each other
– Mae specific recommendations for the STP plans for a new brand: which market segment should they target and where should they be positioned?
– Give reasons for your suggestions, drawing on theory if possible.
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