By reference to academic literature, explore, evaluate, and critique, the concept of Segmentation, Targeting & Positioning (STP). Use appropriate industry examples (plural) to exemplify how organisations (plural) have applied STP, to demonstrate your learning and application of this topic. Indicate how any company could apply the concepts around STP, making generic recommendations. You are required to produce an essay that demonstrates your understanding of this key aspect of strategic marketing. The essay should have: • a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature sound examination of STP and its application in industry showing an effective practical foundation, generic management recommendations. To use Harvard Referencing: About AS2: The Brief reads ” Use appropriate industry examples (plural) to exemplify how organisations (plural) have applied STP, to demonstrate your learning and application of this topic ” So you need a minimum of two products and a minimum of two industries….. so the minimum is one company from one industry and one company from a different industry. Use Airline Industry – Emirates, Air Arabia. Use Energy drinks – Redbull, Pokari sweat ES not needed It is better if you : Introduce the subject then Critique STP as a tool/process then Apply STP Do not just be descriptive you must critique STP Be careful in application. Make sure S and T and P stand out and are clearly demonstrated. Do not hide it, make it obvious. You may not be able to demo all three (STP) in each product, but certainly T & P. Be careful with the products you choose, eg McDonalds is difficult, Coca Cola very difficult – cannot say a lot about this. There are so many more products that demo STP neatly. STP is about customers – and supply of products to meet specific customer groups. So its about customers, products not corporations. It is not easy/possible to demo STP at a company level, except in a general sense eg Patek Phillipe. You MUST have refs to support your application. You cannot just say something about a product and not support it with a reference (website, copy of advert, photo etc) Read the brief. Make sure you have the required products/industries. Look at the grading grid…. About 60% of the marks are associated with application…. Make sure your submission reflects that. Be careful with your ‘positioning’ piece. Many are just using a perceptual map. Whilst this is useful it does not demo what the Co is trying to do. The company is trying to create a ‘position’ for itself in people’s minds…. what is that position? the map gives the perception in the mind….. is there a match? mismatch. The perceptual map you present is not necessarily helpul as it looks at price and quality or price and speed or….. That is not what the Co is trying to do……….. Care with English Proof read You need refs to support each and every idea Academic refs for STP !! Harvard refs needed in-text and at the end If using webrefs make sure you use ‘a,b,c appropriately’ eg (STC 2018a, 2018b, 2018c) for different web pages
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