1 10 Marketing Management Assignment Two – MKTM028 Segmenting, Targeting and Positioning (STP) NAME UON ID SUBMISSION DATE 7/9/2022 MODULE MKTM028 WORD COUNT 2,400 LECTURER Ms. Sally Lo Table of Contents INTRODUCTION 3 ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3 Market Segmentation 3 Market Targeting 5 Market Positioning 6 CASE STUDY 8 Vodafone 8 RECOMMENDATION 9 RRFERENCE 11 INTRODUCTION With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING Market Segmentation One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...

1. 1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents

2. INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND
POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the
most promising customer base. Rather of offering a
comprehensive product line to accommodate all market groups,
some companies may choose to focus on satisfying a narrower
subset of clients who have a common business need (Supriono,
2018; Camilleri, 2017). One of the most important parts of any
marketing plan is choosing the right target market. These
procedures for making choices revolve on the time-tested
marketing strategy framework of segmentation, targeting, and
positioning (STP)]. Segmenting the market is a flexible
strategy. Markets are broken down into subsets so that a
corporation may target certain customer demographics with
tailored product and service offerings. The word "targeting"
refers to the method used to assess and choose the intended
audience. Market positioning refers to the perceived position in
the market where the company sees the product fitting (Orr et
al, 2022). Due to its importance in determining a company's
long-term performance, STP has been called "a critical
necessity in marketing strategy". This report's primary purpose
is to assess existing research on STP and to investigate the

3. field's potential usefulness for industry by contrasting and
contrasting a variety of sectors and companies.ANALYSIS OF
SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is
to do a market segmentation study. This helps you keep track of
how the strategy is being made and makes sure the plan will
work. Market segmentation is the process of dividing a market
into submarkets based on a characteristic of the market. Among
the things that make up a market are demographic trends,
segment needs, consumer preferences, and regional dynamics.
For market segments to be useful, they must be easy to find,
easy to tell apart, measurable, important, actionable, and stable.
Several academics say that companies have used a wide range of
segmentation techniques, from those that are specific to each
country to those that create groups on a global scale and then
use differences in each country to make the most money.
Differentiating segmentation strategies for a given group of
customers depends on how the group buys and how well the
brands are known in the market. This is true, according to
research (Samson, 2016; Leonidou et al., 2002). Cluster
analysis software or segmentation trees can be used to look at
the different subgroups. The next step is to decide how many
market niches the company will look into. Khan and Tasmin
(2017) say that there are three main ways to divide a market: in
a targeted, broad, or general way. Market penetration and
advertising strategies are good ways to put them in order.
Mass marketing is the practice of promoting and selling a large
number of the same product, regardless of what each customer
wants. Segment marketing takes into account that customers
have different tastes and that there are many large, different
markets. The goal of this strategy, unlike Mass Marketing, is to
go deep into the market. On the other hand, the Company
chooses which markets to focus on, so it could be seen as quite
customer-friendly. When talking about marketing, the word
"niche" refers to a specific group of people who have very

4. specific needs.
Market segmentation can be used to set up a framework that
will help a business grow by giving it a bigger piece of the
market. It's the first step in the next phase of Target Marketing,
which involves analyzing customer benefits, consumer behavior,
and so-called segments. Please use when putting this in a paper.
But one goal of STP in particular and segmentation in general is
to gain more market share. It's hard to get accurate
segmentation, and it's expensive to measure how well it works
once it's in place. Accessibility is something that needs to be
worked on its own. Some people might say that being idealistic
and going after a certain market segment comes at a price. So,
the company may end up with the wrong section, but this
shouldn't cost the business more money than the segmentation
makes.Market Targeting
Following the discovery of promising market niches, the next
step is to assess those niches and decide which ones to pursue.
It is possible to evaluate candidate targets using a set of
criteria, just as it is possible to evaluate segments using a set of
rules. It is necessary to assess the segments in addition to the
company's goals. A prospective market niche must satisfy three
criteria: it must be of a manageable size, provide room for
expansion and profit, and present little danger. On the
business's end, it's important to make sure the competition is
both manageable and consistent with the company's goals.
In addition, the examination should include additional criteria.
Companies should focus on markets where consumers are
unsatisfied and seeking for alternatives rather than those with
loyal customers or well-established competitors. Research into
target markets is inconclusive if it doesn't have access to
historical sales or customer data. It is quite unlikely that the
results of a profitability analysis conducted on the present
segment can be extrapolated to a new market segment with
radically different requirements. There needs to be more study
of the conversion rates of companies' specified segments.
Using segment-specific marketing strategies allows businesses

5. to learn more about their customers and improve their market
standing. By honing in on services, this approach will also
assist advance business economics. This causes you to dominate
your market, which may increase your ROI. The results show
that organizations are not partly successful in adopting STP
methods. Targeted marketing campaigns face additional threats
from outsiders like customers and other businesses. However,
the current technique of data collecting for market segmentation
is a more significant issue. Users are wary of providing personal
data due to concerns about privacy Market Positioning
Following the discovery of promising market niches, the next
step is to assess those niches and decide which ones to pursue.
It is possible to evaluate candidate targets using a set of
criteria, just as it is possible to evaluate segments using a set of
rules. It is necessary to assess the segments in addition to the
company's goals. A prospective market niche must satisfy three
criteria: it must be of a manageable size, provide room for
expansion and profit, and present little danger (Orr et al, 2022).
On the business's end, it's important to make sure the
competition is both manageable and consistent with the
company's goals
In addition, the examination should include additional criteria.
Companies should focus on markets where consumers are
unsatisfied and seeking for alternatives rather than those with
loyal customers or well-established competitors. Research into
target markets is inconclusive if it doesn't have access to
historical sales or customer data. It is quite unlikely that the
results of a profitability analysis conducted on the present
segment can be extrapolated to a new market segment with
radically different requirements. Additional study of the
conversion rates of certain demographic subsets in the market
sectors that include Positioning refers to how a corporation
places its goods in the minds of consumers. To create a USP, a
firm must first understand how customers feel about competing
brands in the market. This means that there has to be a set of
criteria against which the positioning strategy may be judged.

6. Offers that meet these criteria—among them, importance;
quality; originality; communication; prevention; cost-
effectiveness; and affordability and profitability—are more
likely to be taken up (Iyera et al, 2019).
Customers just have a general idea of different types of
products and the companies that provide them. There are a lot
of challenges that businesses face today, including more
competition, comparable offerings, and dysfunctional
competition. Brand positioning in these markets is more
concerned with advertising-driven image development than
sales- and operation-improvement-driven positioning.
Positioning may be a highly useful strategy for boosting brand
image in today's market, since advertising and other methods of
product popularization have nothing to do with the actual
quality of the product or the customer's experience with the
product. In the age of digital marketing on social media, with a
much wider scope and cheaper cost, positioning is much more
crucial in this activity of product popularization (Camilleri,
2017, p.69). However, one of the requirements for successful
placement is frequently linked to failure, even when all other
criteria are met. In most cases, one criteria stands out as more
important than the others. The success of positioning tactics
relies on meeting this benchmark.
Another tactic employed by businesses is to advertise a
perceived advantage over the competition and then charge more
for it. Since consumers have no idea what they are missing out
on, these schemes may be carried out with relative ease.
However, in the long term it hurts the firm and puts it at risk if
rivals provide more compelling, real, and concrete advantages
to their customers have required as a condition for. Using
segment-specific marketing strategies allows businesses to learn
more about their customers and improve their market standing.
By honing in on services, this approach will also assist advance
business economics. This causes you to dominate your market,
which may increase your ROI (Iyera, 2020). The results show
that organizations are not partly successful in adopting STP

7. methods. Targeted marketing campaigns face additional threats
from outsiders like customers and other businesses. However, a
more significant issue is the current technique of data collecting
for market segmentation. There is a concern with customers'
information privacy, and this makes them wary of providing
personal details (Blank, 2020).CASE STUDY
Vodafone
Since its founding in 1981 as a supplier of military radio
equipment, Vodafone has expanded to become the fourth largest
network provider in the United Kingdom and a Fortune 500
company. People of all ages, from teenagers to retirees, use the
internet and mobile devices for communication and
entertainment, making them all potential customers for
Vodafone. However, with the telecoms industry being so
competitive, consumers had to maximize their returns. In this
case, Vodafone was able to effectively segment its customer
base by income level, resulting in a range of plans that included
SIM cards alone, SIM cards plus subscriptions to streaming
services, and SIM cards plus phone contracts (all of which are
described in detail in (Blank, 2020).. Vodafone also understood
that giving consumers with intangible advantages like improved
coverage was essential to bolstering the company's brand image
(Quality of Service). The lack of promotional initiatives to raise
brand recognition, as well as the demand from customers for
bundled items at lower costs and superior customer service, led
to an increase in the latter (Blank, 2020).. Not only that, but
Lewis Hamilton was a Vodafone partner as well. Vodafone
worked with Lewis Hamilton to promote the launch of 5G in the
United Kingdom by drawing parallels between the technology
and the success of a famous racing driver. As a result, the
company expects to see increased revenue in 2021 thanks to the
success of its 5G and related marketing campaigns. Rocket ship
that always stays one step ahead of the competition; it will be
the UK's quickest network (Blank, 2020). As a direct
consequence of using these pricing strategies, Vodafone was
able to capture a 21.3% share of the target demographic

8. market.RECOMMENDATION
A business organization should implement an effective STP
strategy procedure. Although implementing STP marketing into
the firm could appear daunting at first, the process can be
simplified into manageable chunks. The first step in developing
a successful marketing strategy is to clearly define the target
market and then divide that market into several subsets
according to demographics like age, geography, and consumer
preferences. The next step is to pick the most promising
segments by assessing the viability of each one and the
feasibility of targeting them. Selecting the most promising
segments after doing an in-depth FTP analysis, creating a
targeting plan for that market (or markets), and determining the
most promising positioning possibilities for engaging that
market (Rahman, 2019).
Segmentation is the practice of breaking down the market into
smaller groups based on shared characteristics in order to create
more targeted and interesting advertisements. Marketers can
have more success with targeted marketing efforts if they use
audience data to zero in on a certain group of people's wants
and needs. In fact, even in established and saturated
marketplaces, an organization or company might find fresh
chances by presenting the product's unique merits to a
demographic that was previously ignored (Camilleri, 2017,
p.70).
Examining the selected niches is the next stage in finding
lucrative market openings for the company. To determine if a
market niche is worthwhile, it's important to first determine its
size. After all, there needs to be a sizable market to support
launching a campaign. In that case, it's pointless to bother. Step
two is to determine if there are distinguishing characteristics
between the groups; these will form the backbone of the STP
advertising strategy. Examine the potential from a financial
standpoint, making sure that the expected returns are higher
than the cost of the increased marketing budget (Blank, 2020).

9. Finally, users should consider whether or not the market
segment is reachable for the business and whether or not you
can effectively communicate with the target audience. Last but
not least, there is a need for the management to think about
positioning opportunities that will assist in responding to an
unfulfilled need or want in the market that a product can satisfy.
Since the business now have empirical evidence about the wants
and needs of certain subsets of the target market, the business
can tailor the product's positioning and value proposition to
appeal to those customers at just the right time. With the use of
customer segmentation models, the entrepreneur can rethink the
product's positioning and focus marketing efforts on solving the
most important issue confronting its target market (Blank,
2020). The product positioning will have far more resonance
with a segmented and focused audience, allowing the business
to more effectively differentiate the message from the
competition.
RRFERENCE
Blank, s. & Dorf, B., 2020. The Startup Owner's Manual, New
Jersey: Hoboken Wiley.
Camilleri, M. A., 2017. Market Segmentation, Targeting and
Positioning. Tourism,Hospitality & Event Management. Travel
Marketing, Tourism Economics and the Airline Product, pp. 69-
83.
Iyera, P., Davarib, A., Zolfagharian, M. & Paswand, A., 2019.
Market orientation, positioning strategy and brand performance.
Industrial Marketing Management, Volume 81, pp. 16-29. Khan,
F. & Tasmin, R., 2017. The Niche Marketing Strategy
Constructs (Elements) and Its Characteristics - A Review of the
Relevant Literature. SSRN Electronic Journal , 73(1).
Orr, A., Conti, C., Mausch, K. and Hall, A., 2022. Evidencing
what works in developing new market opportunities for GLDC
crops.
Rahman, M., 2019. ACI Logistics: Supply Chain and Marketing
Analysis of Shwapno Life.

10. image1.png
1
Assessment Brief
Module Name:
Module Code Level Credit Value Module Leader
MKTM028 7 20 Deborah Clewes
Assessment title:
Assessment Two MKTM028: STP
Weighting: 60% of Module Marks
Submission dates: Please see NILE under Assessment
Information
Feedback and
Grades due:

11. Please see NILE under Assessment Information
Please read this assessment brief in its entirety before starting
work on the Assessment Task.
The Assessment Task
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.
2
With supporting evidence, use appropriate examples from

12. 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
Word Limits
The word limit for this assessment is 2400 words.
In accordance with the Assessment and feedback policy, where
a submission exceeds the
stipulated word limit by more than 10%, the submission will
only be marked up to and including
the additional 10%. Anything over this will not be included in

13. the final grade for the
assessment item. Where a submission is notably under the
word limit, the full submission will be
marked on the extent to which the learning objectives have been
met.
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
Your grade will depend on the extent to which you meet these
learning outcomes in the way
relevant for this assessment. Please see the grading rubric on
NILE for further details of
the criteria against which you will be assessed.
Assessment Support
Specific support sessions for this assessment will be provided
by the module team and
notified through NILE. You can also access individual support
and guidance for your
assessments from Library and Learning Services. Visit the
Skills Hub to access this support

14. and to discover the online support also available for
assessments and academic skills.
3
Academic Integrity and Misconduct
Unless this is a group assessment, the work you produce must
be your own, with work taken
from any other source properly referenced and attributed. For
the avoidance of doubt this
means that it is an infringement of academic integrity and,
therefore, academic misconduct to
ask someone else to carry out all or some of the work for you,
whether paid or unpaid, or to
use the work of another student whether current or previously
submitted.
For further guidance on what constitutes plagiarism, contract
cheating or collusion, or any other
infringement of academic integrity, please read the University’s
Academic Integrity and
Misconduct Policy. Also useful resources to help with
understanding academic integrity are
available from UNPAC .
N.B. The penalties for academic misconduct are severe and can
include failing the
assessment, failing the module and expulsion from the
university.
Assessment Submission
To submit your work, please go to the ‘Submit your work’ area
on the NILE site and use the

15. relevant submission point to upload your report. The deadline
for this is 11.59pm (UK local
time) on the date of submission. Please note that essays and text
based reports should be
submitted as word documents and not PDFs or Mac files.
Written work submitted to TURNITIN will be subject to anti-
plagiarism detection software.
Turnitin checks student work for possible textual matches
against internet available resources
and its own proprietary database. Work
When you upload your work correctly to TURNITIN you will
receive a receipt which is your
record and proof of submission. If your assessment is not
submitted to TURNITIN, rather
than a receipt, you will see a green banner at the top of the
screen that denotes successful
submission.
N.B Work emailed directly to your tutor will not be marked.
Late submission of work
For first sits, if an item of assessment is submitted late and an
extension has not been
granted, the following will apply:
• Within one week of the original deadline – work will be
marked and returned with full
feedback, and awarded a maximum bare pass grade.
• More than one week from original deadline – grade achievable
LG (L indicating late).
For resits there are no allowances for work submitted late and it
will be treated as a non-

16. submission.
Please see the Assessment and Feedback Policy for full
information on the processes related
to assessment, grading and feedback, including anonymous
grading. You will also find the
generic grading criteria for achievement at University Grading
Criteria. Also explained there
are the meanings of the various G grades at the bottom of the
grading scale including LG
mentioned above.
4
Extensions
The University of Northampton’s general policy with regard to
extensions is to be supportive
of students who have genuine difficulties, but not against
pressures of work that could have
reasonably been anticipated.
For full details please refer to the Extensions Policy.
Extensions are only available for first sits
– they are not available for resits.
Mitigating Circumstances
For guidance on Mitigating circumstances please go to
Mitigating Circumstances where you
will find detailed guidance on the policy as well as guidance
and the form for making an
application.

17. Please note, however, that an application to defer an assessment
on the grounds of mitigating
circumstances should normally be made in advance of the
submission deadline or
examination date.
Feedback and Grades
These can be accessed through clicking on the Feedback and
Grades tab on NILE. Feedback
will be provided by a rubric with summary comments.