By reference to academic literature evaluate and critically assess the concept of Segmentation, Targeting & Positioning (STP). With supporting evidence, use a local industry or sector to explain how different organisations within this sector of activities have applied STP to demonstrate your learning and application of this topic.
You should also Indicate how any company could apply the concepts around STP, making generic recommendations.
You are required to produce an essay that demonstrates your understanding of this key aspect of marketing management.
The essay should have:
• A sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature
• A sound examination of STP and its application in industry, with evidence, showing an effective practical foundation
• Some generic management recommendations.
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