STP Process - - Page 2

A Step-by-Step Guide to Building Segment Profiles

This article explains how to build segment profiles using Excel, with a free segmentation tree and segment profiling Excel template is available for free download on this site along with simple video instructions on how to use.

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Using Cluster Analysis for Market Segmentation

There are multiple ways to segment a market, but one of the more precise and statistically valid approaches is to use a technique called cluster analysis. Cluster analysis is a tool that is used in lots of disciplines - not just marketing - basically anywhere there is lots of data to condense into clusters (or groups) - what we call market segments in marketing.

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Examples of Sub-markets and Product-markets

In marketing, there is often confusion over the terms market, sub-market, and product-market. Students and practitioners alike can mistakenly use them interchangeably or fail to distinguish their roles in strategy. These examples are designed to clarify the key differences.

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Using the Criteria for Effective Segmentation

Better understand the criteria for effective market segmentation with these three worked examples- some good, some not so good.

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Different Segmentation Approaches?

Why do competing firms in the same market segment the market in different ways? No they don't. Find out why in this article.

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The Full STP Process

The market segmentation, targeting and positioning (STP) process is a fundamental concept in understanding marketing and the strategies of firms.

There are two primary models of the STP process: the Basic Model, which simplifies the concept into three broad steps (Segmentation, Targeting, and Positioning), and the Full Model, which breaks these steps into nine detailed stages. …

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The Basic STP Process

Understanding the Basic STP model

In marketing, STP stands for market segmentation, targeting (or target market selection) and product positioning.

Most marketing textbooks will show the STP as three broad steps. In the below diagram, the three foundation stages of segmentation, targeting and positioning are shown, along with a final implementation stage of marketing mix development.…

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Study Notes for the STP Process in Marketing

This section contains a summary of this website in a fast, easy study note format. For full information you should also review the main topics on this site, which includes many helpful diagrams (just follow the links provided for each topic below).

Study notes for the STP Process

Definitions

STP

Segmentation, Targeting, Positioning

The STP process is one of the core frameworks in marketing, guiding how firms can effectively reach and appeal to their intended audience.…

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A Step-by-Step Guide to Segmenting a Market

This article walks through a step-by-step guide of the initial steps, from the defining the overall market where we are competing to the selection of a attractive target market.

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Criteria for Effective Market Segmentation

The criteria for effective market segmentation helps provide quality checks and guardrails ensuring that your segments are both strategically and operationally sound.

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