Importance of Segmentation, Targeting and Positioning in Business

This document discusses the importance of segmentation, targeting and positioning in business, specifically focusing on Marks and Spencer. It explores the relationship between STP and business performance and examines the different basis of segmentation used by Marks and Spencer. The document also includes a questionnaire and findings related to the topic.

Assessment
1

Contents
Research topic for the Project..........................................................................................................1
Literature Review.............................................................................................................................1
Basic understanding regarding segmentation, targeting and positioning....................................1
Significance of segmentation, targeting and positioning in increasing customers base of Marks
and Spencer.................................................................................................................................1
Relationship between segmentation, targeting and positioning and business performance of
Marks and Spencer......................................................................................................................2
Aims and objectives.........................................................................................................................3
Research aim...............................................................................................................................3
Research objectives.....................................................................................................................3
Research questions......................................................................................................................3
Designing the questionnaire.............................................................................................................3
Circulating the Questionnaire..........................................................................................................5
Finding.............................................................................................................................................7
REFERENCES..............................................................................................................................18
2

Research topic for the Project
“To investigate the importance of segmentation, targeting and positioning for business in
attaining competitive advantages”. A study on Marks and Spencer.
Literature Review
It is consider as an important section for undertaking research activities as it provide
theoretical framework that provide detailed information on the basis of specified topic and
research area (Islam, 2020). It is type of secondary research in which different sources are
included for gathering data such as books, journals, articles, online papers and many more. All
these can be beneficial in gathering reliable information. With the help of this, researcher can
easily draw a valid conclusion at the end of the investigation.
Basic understanding regarding segmentation, targeting and positioning
According to Juniati and et. al., (2019), Segmentation, targeting and positioning is a
process and broad framework that includes as well as simplified the market segmentation. It play
a significant role in business organization in determining the right customers so that company
can easily offer their quality products to them as per their needs and wants. In this context,
segmentation is done one the basis of different aspects such as demographic, psycho-graphic and
behavioural. In addition to this, targeting is also determining the most attractive segment from
the segmentation. It is beneficial for company in increasing the profitability level at market
place.
Significance of segmentation, targeting and positioning in increasing customers base of Marks
and Spencer
According to Nemanja Jovancic (2020) Segmentation, Targeting and Positioning assist
the company to craft messaging as well as provide the relevant messaged which engaged the
targeted and segmented audience. Main objective of STP is to attract consumers and not only to
attract consumers but getting right consumer that will interest in product. It is helpful in
developing digital strategy for the content marketing. Segmentation assists the marketers to be
efficient in context of money, time and some of the other resources. The market segmentation
permit company to learn regarding consumers. They gain upstandingness of wants and
requirements of consumers. It permits to enhance chance of engaging the people with content or
ad that resulting in efficient campaigns and also improved return on investment. On the other
3

hand, positioning is place that brand mainly occupied in mind of consumers and in which manner
this distinguished from goods of competitors and differ from brand awareness. This is all about
place brand occupied in mind of target audience. Positioning is beneficial marketing tools
because it created image of company in mind of customers, highlighting necessary advantages
which differentiate goods from same product at marketplace. In marketing, targeting services
consumers and brand. This helps in improving the audience experience and marketing
strangulates as well, develop brand awareness and leads to the better services and products. The
target marketing makes this easier for the brand in order to reach at audience in authentic and
personnel way. In context to this, target marketing is about narrowing marketing scope to
manageable group of the people so that can have better interaction quality. With the help of
using targeted marketing, ads of company will effective as they are talking to right people
regarding right service or product. In context to target the customers, company can be use brand
message on niche market that is likely to purchase from company that general markets.
Relationship between segmentation, targeting and positioning and business performance of
Marks and Spencer
According to Taherdangkoo, Mona and Ghasemi, (2019), In a business and the
performance of the company, STP that stands for (Segmentation, Targeting, and Positioning)
plays a crucial role in getting the best and suitable customers. One can see a relationship between
STP and the performance of the firm. Segmentation: helps the company in classifying its
customers based on some factors like demography, geographical position, behaviour, etc.,
targeting: marketing about the produced commodity to a specific group or the
market. Positioning: this category of the STP helps the company in building a brand image in
the minds of customers. Thus, it helps customers in differentiating the product against the rival
firm that is selling a similar type of product. Therefore, by utilizing STP in the best way through
appropriate resources the company will be able to attract the right customers, and as a result, the
sale will increase. A rise in marketing efficiency will improve the performance level of the firm.
Moreover, the amount of cost required for promotional activities will get reduced because of the
company’s performance and popularity. Henceforth, STP, and performance of the company are
interlinked with one another. If STP will be done correctly, then there will be an increase in
performance and growth.
4

Aims and objectives
Research aim
“To investigate the importance of segmentation, targeting and positioning for business in
attaining competitive advantages”. A study on Marks and Spencer.
Research objectives
 To develop basic understanding regarding segmentation, targeting and positioning.
 To determine the significance of segmentation, targeting and positioning in increasing
customers base of Marks and Spencer.
 To examine the relationship between segmentation, targeting and positioning and
business performance of Marks and Spencer.
Research questions
 What is the basic understanding regarding segmentation, targeting and positioning?
 What is the significance of segmentation, targeting and positioning in increasing
customers base of Marks and Spencer?
 What is the relationship between segmentation, targeting and positioning and business
performance of Marks and Spencer?
Designing the questionnaire
Questionnaire
Q1) Do you have any idea about the segmentation, targeting and positioning?
a) Yes
b) No
Q2) Does segmentation, targeting and positioning is important for company in improving
its performance?
a) Yes
b) No
Q3) What are the importance of segmentation, targeting and positioning in increasing
customers base of Marks and Spencer?
a) Attract the right customers
b) Increase marketing efficiency
5

c) Customers retention
d) Increase profitability
Q4) What are the different basis of segmentation used by Marks and Spencer?
a) Demographic segmentation
b) Psycho-graphic segmentation.
c) Behavioural segmentation
Q5) How company use STP to develop marketing strategies for increasing their customers
base?
a) Market segmentation
a) Select the target market
c) Product positioning
d) Develop on the Optimal marking mix
Q6) What are the different types of market target strategies that used by company to
target their customers?
a) Mass marketing
b) Segmented marketing
c) Concentrated marketing
d) Micro-marketing.
Q7) As per your point of view, does STP is a interconnected marketing process for
business organization?
a) Yes
b) No
Q8) What are the different positioning strategies used by Marks and Spencer in market
place?
a) Positioning based on price
b) Positioning based on competition.
c) Positioning based on quality
d) Positioning based on product use
e) Positioning based on product characteristics
Q9) Does segmentation, targeting and positioning help company in increasing their
profitability level?
6

a) Yes
b) No
Q10) Does segmentation, targeting and positioning have any kind of interrelation in
improving marketing performance of Marks and Spencer?
a) Yes
b) No
Q11) Suggest the appropriate ways company can use at the time of using STP in creating
their strong customer base.
Circulating the Questionnaire
Q1) Do you have any idea about the segmentation, targeting and
positioning?
Frequency
a) Yes 35
b) No 5
Q2) Does segmentation, targeting and positioning is important for
company in improving its performance?
Frequency
a) Yes 30
b) No 10
Q3) What are the importance of segmentation, targeting and
positioning in increasing customers base of Marks and Spencer?
Frequency
a) Attract the right customers 10
b) Increase marketing efficiency 8
c) Customers retention 12
d) Increase profitability 10
Q4) What are the different basis of segmentation used by Marks and
Spencer?
Frequency
a) Demographic segmentation 20
7

b) Psycho-graphic segmentation. 10
c) Behavioural segmentation 10
Q5) How company use STP to develop marketing strategies for
increasing their customers base?
Frequency
a) Market segmentation 12
a) Select the target market 10
c) Product positioning 10
d) Develop on the Optimal marking mix 8
Q6) What are the different types of market target strategies that used
by company to target their customers?
Frequency
a) Mass marketing 11
b) Segmented marketing 12
c) Concentrated marketing 8
d) Micro-marketing. 9
Q7) As per your point of view, does STP is a interconnected marketing
process for business organization?
Frequency
a) Yes 35
b) No 5
Q8) What are the different positioning strategies used by Marks and
Spencer in market place?
Frequency
a) Positioning based on price 9
b) Positioning based on competition. 7
c) Positioning based on quality 8
d) Positioning based on product use 10
e) Positioning based on product characteristics 6
8

Q9) Does segmentation, targeting and positioning help company in
increasing their profitability level?
Frequency
a) Yes 38
b) No 2
Q10) Does segmentation, targeting and positioning have any kind of
interrelation in improving marketing performance of Marks and
Spencer?
Frequency
a) Yes 35
b) No 5
Finding
Theme 1: Idea about the segmentation, targeting and positioning.
Q1) Do you have any idea about the segmentation, targeting and
positioning?
Frequency
a) Yes 35
b) No 5
9

Interpretation: Segmentation, targeting and positioning is a process that help business
organization in developing of particular and actionable marketing strategy. With the assistance of
the this, company can improve their performance level. By using this strategy, company can
easily influence and attract large number of customers and at the same time also getting right
customers. This can be contributes in increasing the profitability level of company at market
place. In this relation, 35 out of 40 respondents think that STP is an effective way that provide
benefits to company in improving their customers base. On the other side, rest of 5 participants
are not much familiar with this statement.
Theme 2: Segmentation, targeting and positioning is important for company in improving
its performance.
Q2) Does segmentation, targeting and positioning is important for
company in improving its performance?
Frequency
a) Yes 30
b) No 10
10
35
5
a) Yes
b) No

Interpretation: In order to established competitive image of company, STP is one of the
effective way to enhance market presence of business. In this, the main focus of business
organization is to influence their consumers to buy its services that directly contributes in
increasing profitability level. By using STP, organization target that segment who will be
interested in company products. After that company prepare products as per their needs and
wants. This will contributes in improving the competitive image of company in market. In
relation to this, 30 out of 40 participants give their views that Segmentation, targeting and
positioning play a significant role in promoting as well as improving the brand image in
competitive market place. Furthermore, remaining 10 people are not familiar with importance of
STP for company performance.
Theme 3: Importance of segmentation, targeting and positioning in increasing customers
base of Marks and Spencer.
Q3) What are the importance of segmentation, targeting and positioning
in increasing customers base of Marks and Spencer?
Frequency
a) Attract the right customers 10
b) Increase marketing efficiency 8
11
30
10
a) Yes
b) No

c) Customers retention 12
d) Increase profitability 10
Interpretation: From the above mentioned graphical representation it can be evaluated that STP
is important for company in inviting more and more customers towards its services. In this
context, 10 out of 40 people think that it help in attracting the right customers in-front of
company offerings. Along with this, 8 participants give their views that it may assist in
increasing marketing efficiency level, 12 respondents said that STP is also important for
company in retaining new and potential customers. On the other side, rest of 10 people give their
opinion towards the current theme is that it may assist in increasing profitability level of business
at market place.
Theme 4: Different basis of segmentation used by Marks and Spencer.
Q4) What are the different basis of segmentation used by Marks and
Spencer?
Frequency
a) Demographic segmentation 20
12
10
8 12
10
a) Attract the right customers
b) Increase marketing
efficiency
c) Customers retention
d) Increase profitability

b) Psycho-graphic segmentation. 10
c) Behavioural segmentation 10
Interpretation: There are different basis of marketing segmentation that company is responsible
to analyse because it provide benefit in enhancing the customers base. In this, 20 out of 40
participants think that company segment their market on the basis of demographic that includes
different factors such as customers age, gender, income, financial situation and many more.
Along with this, 10 people think that company segment market as per psycho-graphic basis that
consist values, attitudes, lifestyles, personality traits and so on. On the the side, remaining 10
respondents said that behavioural segmentation is effective base of market segment in which
company includes customers spending habits, brand interaction, purchasing habit
Theme 5: Company use STP to develop marketing strategies for increasing their customers
base.
Q5) How company use STP to develop marketing strategies for increasing
their customers base?
Frequency
13
20
10
10
a) Demographic segmentation
b) Psycho-graphic
segmentation.
c) Behavioural segmentation

a) Market segmentation 12
a) Select the target market 10
c) Product positioning 10
d) Develop on the Optimal marking mix 8
Interpretation: From the preceding graph it can be analysed that 12 people think that STP can
help in segmentation of right market, 10 participants give their views that it also may assist in
selecting the target market to offer their products. Furthermore, 10 respondents think that it used
for positioning the products and remaining 8 answering said that it also contributes in developing
optimal marketing mix for increasing their strong customers base.
Theme 6: Different types of market target strategies that used by company to target their
customers.
Q6) What are the different types of market target strategies that used by
company to target their customers?
Frequency
14
12
10
10
8
a) Market segmentation
a) Select the target market
c) Product positioning
d) Develop on the Optimal
marking mix

a) Mass marketing 11
b) Segmented marketing 12
c) Concentrated marketing 8
d) Micro-marketing. 9
Interpretation: It is significant for company to target their customers effective in which 11
people think that mass marketing is an effective target strategy to target their customers. Along
with this, 12 participants said that segmented marketing is appropriate for targeting people. 8
respondents give their views that concentrated marketing is effective and remaining 9 people
share their views that Micro marketing is beneficial for targeting their consumers.
Theme 7: STP is a interconnected marketing process for business organization.
Q7) As per your point of view, does STP is a interconnected marketing
process for business organization?
Frequency
a) Yes 35
15
11
12
8
9
a) Mass marketing
b) Segmented marketing
c) Concentrated marketing
d) Micro-marketing.

b) No 5
Interpretation: As per preceding graphical presentation, it is analysed that STP is consider as an
interconnected marketing process that help company in developing their positive brand image. It
also help in capturing larger marker share from its competitors. In this, 35 out of 40 people are
agree with this statement and rest of 5 are not familiar with this theme.
Theme 8: Different positioning strategies used by Marks and Spencer in market place.
Q8) What are the different positioning strategies used by Marks and
Spencer in market place?
Frequency
a) Positioning based on price 9
b) Positioning based on competition. 7
c) Positioning based on quality 8
d) Positioning based on product use 10
e) Positioning based on product characteristics 6
16
35
5
a) Yes
b) No

Interpretation: From the preceding graphical representation it can be evaluated that there are
different strategy of positioning that company is using. As 9 people are agree with the
positioning on the basis of price, 7 participants give their views for positioning as per
competition, 8 respondents said that positioning is based in quality of products. Along with this,
10 people think that it can be done on the basis of product use and 6 participants are said that
positioning is based over the product characteristics.
Theme 9: Segmentation, targeting and positioning help company in increasing their
profitability level.
Q9) Does segmentation, targeting and positioning help company in
increasing their profitability level?
Frequency
a) Yes 38
b) No 2
17
9
7
8
10
6
a) Positioning based on price
b) Positioning based on
competition.
c) Positioning based on quality
d) Positioning based on
product use
e) Positioning based on
product characteristics

Interpretation: In business organization, STP is a way that used by company to attract and
retain customers by providing them value products and services as per their needs and wants.
With the assistance of this, business can increase their demand of products in market place that
directly contributes in enhancing overall profitability level of company at market place. In this
38 participants are agree with this theme and rest of 5 people are does not have enough
knowledge about the STP marketing strategy.
Theme 10: Segmentation, targeting and positioning have any kind of interrelation in
improving marketing performance of Marks and Spencer.
Q10) Does segmentation, targeting and positioning have any kind of
interrelation in improving marketing performance of Marks and
Spencer?
Frequency
a) Yes 35
b) No 5
18
38
2
a) Yes
b) No

Interpretation: As per preceding graph it is evaluated that STP is an marketing strategy that
help company in determining their right customers and market wherein they serve their products
to satisfy their needs and wants. With the use of this marketing strategy company can easily
increase their competitive marketing performance and also attain competitive edge from its
competitors. In this, 35 out of 40 people give their views that both STP and marketing
performance of company is interrelated with each other because it provide assistance to business
in developing their competitive image. Apart from this, 5 participants are does not have enough
knowledge about the same.
19
35
5
a) Yes
b) No

REFERENCES
Books and journals
Taherdangkoo, M., Mona, B. and Ghasemi, K., 2019. The role of industries’ environmental
reputation and competitive intensity on sustainability marketing strategy. Spanish
Journal of Marketing-ESIC.
Juniati, S. and et. al., 2019. The impact of internationalization in influencing firm performance
and competitive advantage: The mediating role of eco-innovation. International Journal
of Supply Chain Management, 8(1), pp.295-302.
Islam, M.M., 2020. Segmenting, targeting and positioning in Islamic marketing. Journal of
Islamic Marketing.
Abdullah, N.H.N. And et. al., 2019. Improving accountability and sustainability through value
creation and dynamic capabilities: an empirical study in public interest
companies. Polish Journal of Management Studies, 19.
Papadas, K.K. And et. al., 2019. The interplay of strategic and internal green marketing
orientation on competitive advantage. Journal of Business Research, 104, pp.632-643.
Al Badi, K.S., 2018. The impact of marketing mix on the competitive advantage of the SME
sector in the Al Buraimi Governorate in Oman. SAGE Open, 8(3),
p.2158244018800838.
Sun, W., Price, J. and Ding, Y., 2019. The longitudinal effects of internationalization on firm
performance: The moderating role of marketing capability. Journal of Business
Research, 95, pp.326-337.
Chung, K.C., 2020. Green marketing orientation: Achieving sustainable development in green
hotel management. Journal of Hospitality Marketing & Management, 29(6), pp.722-
738.
Bertoldi, B., Giachino, C., Rossotto, C. and Bitbol-Saba, N., 2018. The role of a knowledge
leader in a changing organizational environment. A conceptual framework drawn by an
analysis of four large companies. Journal of Knowledge Management.
Bocconcelli, R. and et. al., 2018. SMEs and marketing: a systematic literature
review. International Journal of Management Reviews, 20(2), pp.227-254.
20

Odhiambo, E. and Wanjira, J., 2019. Strategic Positioning and Competitive Advantage of
Commercial Banks in Uasin Gishu County, Kenya. International Journal of Current
Aspects, 3(II), pp.83-97.
Online
Jovancic, N., 2018. What is STP Marketing and How It Beats Traditional Marketing. [Online].
Available through:<https://www.leadquizzes.com/blog/what-is-stp-marketing/>.
21