Developing and Communicating Developing Strategy

Added By MaihanNijat - Feb 20, 2012 - Marketing


All Marketing strategy is built on STP (Segmentation, Targeting and Positioning). Company first segment the market and then select the market (customers) it decides to serve (targeting) and after that it chooses the value proposition. After the organization has selected its target market, the next stage is to decide how it wants to position itself within that chosen segment. Positioning refers to ‘how organizations want their consumers to see their product’. What message about the product or service is the company trying to put across? Car manufacturer Daewoo in the UK, has successfully positioned themselves as the family value model. Positioning: Is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.


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