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Report Segmentation, Targeting and Positioning (STP) market strategy

Report Segmentation, Targeting and Positioning (STP) market strategy

Report Segmentation, Targeting and Positioning (STP) market strategy


  1. Word Limits
    The word limit for this assessment is 2400 words.


This assessment has been designed to allow students the opportunity to explore the underlying importance and application of marketing strategy and implementation concepts to produce recommendations for selected organisations. 

“…positioning and segmentation are distinct parts of the strategy process and provide us with some extremely powerful tools; but ultimately they are linked by the central issue of focusing on satisfying customer’s needs in ways that are superior to competitors” (Hooley et al, 2017 p159)*. 

*Hooley et al (2017) Marketing Strategy & Competitive Positioning. 6th ed. Harlow Pearson. 

By reference to academic literature evaluate, and critique, the concepts of Segmentation, Targeting & Positioning (STP) including a consideration of implementation issues. 



With supporting evidence, use appropriate examples from different industries (plural) to exemplify how different 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 for best practice. 

You are required to produce a report that should have: 

  • a sound theoretical and conceptual perspective, containing evidence of critical debate
    with reference to appropriate academic literature (at least 10 academic journal articles)
    30% of the marks
  • sound examination of STP and its application in industry, with evidence, showing effective practical understanding 40% of the marks
  • generic management recommendations 10% of the marks
  • quality academic sources 10% of the marks
  • Harvard referencing, report structure and presentation 10% of the marks

table of Contents 

1 Introduction 

2 Segmentation, Targeting and Positioning (STP) concept as a market strategy 

2.1 Use of the STP strategy in organisations 

2.2 Effectiveness of the STP strategy 

2.3 Weakness of the STP strategy 

3 Industry application of the STP strategy 

3.1  case study (UK Focus)

3.2 Procter and Gamble – Pampers Case Study

4. Recommendation and Conclusion



  1. Learning Outcomes
    On successful completion of this assessment, you will be able to:
    b) Select, apply and critique relevant marketing conceptual models and frameworks, in the appraisal and development of marketing strategies
    c) Select, apply and critique relevant marketing conceptual models and frameworks, in the appraisal of strategic implementation issues and development of proposed solutions
    f) Produce appropriate informed decisions and recommendations in the context of real-world situations


Sample of a literature Review Done.

Note: You should be doing at least 10 Journals on Segmentation, Targeting and Positioning.

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