Write a case study on segmentation, targeting and positioning for a service outlet of your choice (Bank, Hospital, Hospitality, etc.) in UAE.
Write a case study on segmentation, targeting and positioning for a service outlet of your choice
TASK:Write a case study on segmentation, targeting and positioning for a service outlet of your choice (Bank, Hospital, Hospitality, etc.) in UAE.
Your report should include:
A brief introduction to the company and its products
A theoretical literature review on the following concepts – segmentation, targeting and positioning
A detailed description of variables used by the service outlet of your choice to segment the market – please support your answer with examples.
An evaluation of the attractiveness of the target segment using Porters five-force model.
POP and POD’s for your chosen service.
Lastly, draw a perceptual map that will help you analyse the market position of your chosen service outlet.
Finally, conclusion and recommendation
How to use Segmentation, Targeting and Positioning (STP) to develop marketing strategies
Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern Marketing. It is one of the most commonly applied marketing models in practice. In our poll asking about the most popular marketing model it is the second most popular, only beaten by the venerable SWOT / TOWs matrix. This popularity is relatively recent since previously, marketing approaches were based more around products rather than customers. In the 1950s, for example, the main marketing strategy was ‘product differentiation’.
The STP model is useful when creating marketing communications plans since it helps marketers to prioritise propositions. Then develop and deliver personalised and relevant messages to engage with different audiences.
This is an audience rather than product focused approach to communications which helps deliver more relevant messages to commercially appealing audiences. The diagram below shows how plans can have the flow