STP model
Segmentation
Define market
By industry classification
By product category
By country
Create segments
Geographic
Demographic
Psychographic
Behaviouristic
Evaluate the segment for viability
Homogeneous
Heterogeneous
Measurable
Substantial
Accessible
Responsive
Construct segment profiles
Evaluate attractiveness
Select target markets
Develop positioning strategy
Review performance
Targetting
Factors
Profitablity
Growth
External environment (PEST)
Strategies
Undifferentiated marketing
Differentiated marketing
Focussed
Customized
Positioning
Keys to success
Clarity
Consistency
Credibility
Competitiveness