“…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
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“…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.
2
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.
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