Segmentation, Targeting, and Positioning at Marks and Spencer

This report provides an analysis of the Segmentation, Targeting, and Positioning (STP) strategy employed by Marks and Spencer (M&S), a prominent British multinational retailer. The research investigates the significance of STP in achieving competitive advantages. The introduction outlines the importance of STP in a competitive market, emphasizing its role in aligning products with the right customers. The report includes a literature review that defines STP as a crucial marketing strategy for attracting customers and maintaining a competitive image. Primary research was conducted using online surveys with 40 respondents to gather data on the understanding and importance of STP. The results show that most respondents are familiar with STP and recognize its importance in getting the right customers, improving market presence, and increasing profitability. The analysis of the survey data reveals key themes regarding STP knowledge and its impact on business performance. The conclusion summarizes that STP is a crucial marketing strategy, helping companies analyze products and identify valuable market segments to offer quality products and achieve a competitive edge. References to relevant academic sources are also provided.

Assignment

Content
 Introduction
 Literature review
 Primary research
 Results
 Analysis
 Conclusion
 References

Introduction
In a competitive market place, every business organisation wants
to sustain for longer period of time. In this, STP play a
significant role in getting right customers within the company.
With the use of this marketing tool, organisation can easily
increase their positive and competitive performance in market
place. This research is based on Marks and Spencer, is a famous
British multinational retailer in UK as it also specialise in
selling clothing, home products, food products in market for
increasing their market share.

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?

Background of research
Segmentation, targeting and positioning are consider as crucial
activity because it help company in reaching right customers
in market place. Mainly, STP is important tool of marketing
that are designed to align company products with the right
customers. This can be beneficial for business organisation in
establishing its competitive image.

Outline of research
It is crucial section of an investigation as it includes all the
aspects that used for completing the overall research in an
effective manner. Mainly, this section includes various chapter
such as introduction, literature review, research methodology,
data collection, finding, conclusion and recommendations. All
these chapters help researcher in undertaking an authentic
research that provide reliable outcomes at the end of the
investigation.

Literature review
According to Rosyida and et. al., (2020), the STP is refers to the
important concept for the company as it is used as an effective
marketing strategy that help in attracting right customers
towards the company and its offerings as well. Without its
company can not be able to sustain in market place because it
provide assistance in finding customers and keeping their
competitive image in market.

Primary research
In order to undertake current investigation, primary method will
be applied as it provide first hand information which is
directly collected through selected respondents. It includes
various sources such as questionnaire, observation, online
survey, interview and many more. These sources provide
assistance in gathering authentic and reliable information on
the basis of specified research topic. As per current research,
online survey will be used by investigator to acquire reliable
data.

Sampling
It is process of selecting right sample size from the larger
population for collecting data. It is classified on the basis of
two methods such as probabilistic and non-probabilistic. By
using probabilistic sampling technique research select 40
respondents as per random basis.

Results
Q1) Do you have knowledge about the STP? Frequency
a) Yes 35
b) No 5
Q2) What are the importance of segmentation,
targeting and positioning for business organisation?
Frequency
a) Get right customers 20
b) Improve market presence 10
c) Increase profitability 10

Analysis
Theme 1: Knowledge about STP.
35
5
a) Yes
b) No

Continue
Theme 2: Importance of segmentation, targeting and
positioning for business organisation.
20
10
10
a) Get right customers
b) Improve market presence
c) Increase profitability

Conclusion
From the preceding research it can be summarised that
segmentation, targeting and positioning are the crucial
marketing strategy for company as it help in analysing the
products, price. With the help of this approach, organisation
can determine the most valuable market segments and them
offer to them with quality products in market. This will
contributes in attaining competitive advantages from its
competitors at market place.

References
Rosyida, A. and et. al., 2020. STRATEGY SEGMENTING,
TARGETING, DAN POSITIONING: STUDY ON PT
SIDOMUNCUL. Journal of Islamic Economic Scholar.
1(2).
Fixen, M., 2020. Importance of Generational Corporate Social
Responsibility Perspective: A Literature Review. Journal of
Marketing Development and Competitiveness. 14(1).

Continue
Chinwendu, O.D., 2018. An Exploratory Analysis of Market
Segmentation and Young Mobile Phone Consumers in
Nigeria. International Journal of Marketing Research
Innovation. 2(2), pp.30-37.
Mody, M., Suess, C. and Lehto, X., 2019. Using segmentation to
compete in the age of the sharing economy: Testing a core-
periphery framework. International Journal of Hospitality
Management. 78. pp.199-213.

Thank You