Segmentation strategies

STP - marketing (segmenting, targeting, positioning).

Segmenting - market segmentation - the stage of selecting individual consumer groups in the market

Targeting - target market selection - target segments are selected from the selected market segments

Positioning - positioning - determining the position of the company, goods among analogues on the market

The segmentation process begins with determining the size and boundaries of the entire market to be segmented. Further, a set of factors is determined, due to which the market is segmented.

Segmentation factors:

Geographical

Demographic

Social

Psychological

Behavioral

Competition

Competition analysis makes it possible to determine the position of the company in the market, as well as the competitiveness of the goods and services offered.

Competition is the struggle for market share between companies whose customers have similar needs.

F. Kotler identifies several signs of competitive actions:

active (aggressive)

selective

stochastic

passive

Active (aggressive) competitors - react quickly and aggressively to all events taking place on the market.

Selective competitors - compete only in selective indicators, such as price reduction.

Stochastic competitors are characterized by unforeseen actions. Sometimes they react aggressively, and 

sometimes they ignore competitive actions.

Passive competitors practically do not react to the actions of competitors.

During the analysis of competitors, the model of the five forces of competition, which was developed by M. Porter, is important.

Five forces of competition that M. Porter identifies:

competition between manufacturers in the industry

the threat of new competitors

economic opportunities for suppliers

economic opportunities for consumers

substitute goods