Describe the role of stp within an organisation

Assignment Help Other Subject
Reference no: EM13847126 , Length:


You should introduce the concepts of the STP process and the marketing mix. For Marketers today it is important that they define the role of the customer. Segmentation analysis is the etc. Describe the role of STP within an organisation and how this process relates to the marketing mix etc - around 2 paragraphs.

Remember to use in-text referencing throughout the paragraph. This introduction should be an overview of the core concepts.

Second part of the introduction should be to outline the organisation and the product/service. For example this report will discuss Nike and a particular product line - Nike Air. Nike is as global sports apparel organisation with market capital of $ (Nike, Annual Report 2014). Again remember when are stating $, % dates or using any information based on the company you must reference your sources and again use in - text referencing.

1. STP Process

Here you again support the concept of the STP process. For example you can break up your analysis up and write to each part of the process. Remember to introduce the overall concept.

Market Segmentation:

This area focuses on understanding why people will purchase a certain product or service. How can an organization make their product irresistible to their customer? In order to be able to identify the appropriate target market, the market can be divided into more specific groups. These groups will consist of similarities such as comparable product needs or identifiable characteristics.


This section relates to the way an organization actively selects a suitable market segment (or segments), ensuring that their marketing offers and activities are directed specifically towards this particular group of related customers.


Sometimes known as product positioning, this area reflects the way the target market perceives the key benefits and features of a particular product. This relates to the offerings of competitive products, which effectively creates a position for a product in its market segment.

2. Segmentation Variables

Then you should write to the importance of how to segment based on the following variables. You should discuss how organisations use these variables to segment their market. Market segments are formed on the basis of differentials in consumer wants and desires; that is, segments derive from consumer satisfaction (Mullin , Hardy , & Sutton , 2007).

The variables for segmenting consumer markets are divided by 4 broad categories:

1. Geographic
2. Demographic
3. Psychographic
4. Behavioural variables.

Introduce what each variable and again use referenced information and sources. Eg Demographic segmentation divides the market into groups based on variables such as age, gender, income (Elliot, 2014). Keep building on these concepts for each variable. Discuss why it is important for your organisation to use these approaches. You need to write just a line or two on each of these variables above. Ensure that you reference using in - text sources. So start every paragraph off with theory.

3. Targeting

After completing the segmentation process, targeting becomes the next step. There are three types of target market selection processes and these include undifferentiated target strategy, concentrated target strategy and differentiated strategy. You need to identify which approach your organisation uses based on your customer profiling and give an explanation as to why.

4. Positioning

Positioning is how the product/service is perceived by the target market. This step involves the appropriate positioning of a brand in the chosen target market, taking into consideration how the brand will compete at its best possible potential (Kotler, 2012). Again you need to discuss the general theory of positioning and then apply this to your organisation and how they position their product/service. Again use referenced sources to support your work.

5. STP Process & Impact on Marketing Mix

In this section you do not need to write up a marketing mix strategy but discuss the implications, the impact and the importance of the STP process on the marketing mix. Therefore think about the customer - so from understanding the customer and how to profile them will ultimately influence how a product is produced, priced, distributed and communicated. Again use referenced sources.

Verified Expert

Reference no: EM13847126

Analyzing each type of intellectual property protection

American Ingenuity, Inc (AI) invents and distributes a snowboard. AI does not apply for a patent for the snowboard, and no trademark is associated with it. Best Copy Corp. buy

Significant cyber warfare capability

Select a country, criminal organization, or hacktivist group known to have a significant cyber warfare capability. Based on your open source research, post a one paragraph s

What ways that you can establish credibility with audience

What are ways that you can establish credibility with your audience? Why is that important in your speech? A final statement that tells us what you take away from this week's

What are the weaknesses inherent in the other two

Which of the three major administrative reform strategies-downsizing, reengineering, or continuous improvement-do you find to be the most compelling and why? What are the we

What is preferable as an engine of success in society

You can tackle the general question over what is preferable as an engine of success in American society government or business, private sector or public. Select a policy iss

Mentally ill patients commit suicide under supervised care

If mentally ill patients commit suicide under supervised care, should the caregivers be held liable? Why?

Deep river by barbara conrad analysis

A short analysis of the piece from the point of view of a Referential Listener. Finally, indicate what musical %u201Cconcept%u201D is illustrated by the selection (e.g. musica

Explaining the real estate law

The basics of real estate law...fundamental difference between the attorney-client privilege and the concept of confidentiality. What is the difference between the two in th


Write a Review

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd