“….positioning and segmentation are distinct parts of the [marketing] strategy 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, 2012 p183)*.
Hooley et al (2012) Marketing Strategy & Competitive Positioning. 5th ed. Harlow Pearson.
By reference to academic literature, explore, evaluate, and critique, the concept of Segmentation, Targeting
Positioning (STP). Use appropriate industry examples (plural) to exemplify how 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.