Marketing 13 Running Head: Marketing 13 Running Head: Marketing 1 Executive Summary

Running Head: Marketing 1

Marketing 2
Executive summary
In the highly competitive environment, it is important for the business organizations to
identify the potential customer base for the growth and success in then business operations. By
adopting proper segmentation, targeting and positioning statement, any organization can
establish itself in the competitive environment. With the effective STP process, organization can
use limited resources to get best advantages in the business. This report will focus on the role and
important of segmentation, target market and positioning in the business of an organization. For
the discussion, the famous Australian bank HSBC will be taken. This report will focus on the
segmentation parts of the market done by HSBC bank. Advantages and disadvantages in
segmentation will also be described in the report. After that, primary and secondary target market
will also be identified with the help of consumer profile template. Positioning statement is the
crucial part of the business in market. Positioning of HSBC will be identified and some
recommendations will be provided for developing new positioning statement for the operating
market. This report will be very helpful for HSBC Australia to identify its potential target
customers.

Marketing 3

Marketing 4
Contents
Executive summary.........................................................................................................................2
List of Figures..................................................................................................................................3
Overview..........................................................................................................................................4
Company overview......................................................................................................................4
Part A: Analysis of Segmentation....................................................................................................5
Geographic segmentation.............................................................................................................6
Demographic segmentation..........................................................................................................7
Psychographic segmentation........................................................................................................8
Behavioral segmentation..............................................................................................................8
Part B: Analysis of Target market...................................................................................................9
Primary target market...................................................................................................................9
Secondary target market.............................................................................................................10
Part C: Analysis of Positioning......................................................................................................11
Recommendations......................................................................................................................11
References......................................................................................................................................13
List of Figures
Table 1: Consumer Profile Template...............................................................................................9
Figure 1: Market Segmentation.......................................................................................................5