Market Segmentation, Targeting & Positioning (STP) With Company Examples – This article goes into relative detail discussing the elements of STP. It answers the questions: What is segmentation and how is it done?, What factors are considered during segmentation (relevance, effectiveness, size of market, capacity of the segment to be differentiated)?What is targeting and how is it done? What targeting strategies can companies apply? What is positioning and how is it done? The article gives several examples in relation to segmentation, targeting, and positioning and provides a comprehensive analysis of STP as applies to Volkswagen. Here is a preview of the paper.
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