This assignment solution addresses market segmentation, targeting, and positioning (STP) strategies for a hypothetical sneaker brand in the Australian market. The solution begins with segmenting the market, identifying two distinct segments based on demographic, geographic, psychographic, and behavioral variables, including age, gender, income, city size, lifestyle, and user status. The assignment then focuses on targeting the Australian youth segment, justifying this choice based on segment size, growth, structural attractiveness, and alignment with company objectives. A detailed customer profile of the target market is created, including age, description, preferred channels, and buying behavior. The solution also analyzes competitors like Nike, Adidas, Von-Routte, Allbirds, and Feit, outlining their competitive advantages and evaluating differentiation bases. Finally, the assignment proposes a value proposition and constructs a positioning statement and a positioning map to visualize the brand's position relative to competitors. The assignment demonstrates a comprehensive understanding of STP marketing principles.
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