The purpose of this assignment is to assess and analyze the current issues regarding the STP (segmentation, targeting, and positioning) and develop the STP strategy for the brand.
Recently, Dean Foods, the largest milk company in the United States, has announced to file bankruptcy. Got milk? Americans turn to alternatives like soda, juice, and almond milk. Please address the followings:
Please identify the milk companies in the United States, and analyze American’s milk consumption/ alternatives (40%)
Develop the strategy either for the U.S. market or another country (select one country) focusing on segmentation, targeting, and positioning (60%).