Waterstones: Segmentation, Targeting, and Marketing Mix Analysis

This presentation offers a comprehensive analysis of Waterstones' marketing strategies. It begins with an introduction and company overview, followed by an in-depth examination of the company's Segmentation, Targeting, and Positioning (STP) model. The core of the presentation focuses on the marketing mix, exploring each of the 7Ps (Product, Place, Price, Promotion, People, Process, and Physical Evidence) and their impact on Waterstones' brand loyalty and market presence. The presentation concludes with a summary of findings and actionable recommendations for future marketing endeavors. The analysis draws upon relevant marketing theories and frameworks, supported by a detailed reference list. This presentation is designed to provide insights into Waterstones' marketing practices and strategies, making it a valuable resource for students and professionals in the field of marketing.

Waterstones

 Introduction
 Company overview
 STP discussion
 The marketing mix
 Conclusion and recommendation
 Reference
TABLE OF CONTENTS

 Marketing is always been an essential prospect for all the business as with
this capability to target and achieve attentiveness of larger marketplace is
perceived on daily basis (Chaffey and Ellis-Chadwick, 2019).
 It is a fundamental aspect through which possibility to attain higher
competitive advantage from the aggressive market competition is increases
over regular period of instance.
Introduction

 Waterstones is a former business that is a British book retailer and an average
sized shop sells a range of about 3000 books individually along with stationary
and other relative products and services as well.
 The company has served various locations such as UK, Belgium, Ireland and
Netherland. The Waterstones was also taken under an umbrella of HMV group
which is merged within Dillons and Ottakar’s brand within company.
Company overview

STP stands for segmentation targeting positioning marketing; with the help of
this concept the marketing in today’s world is planned (Frost, Fox and Strauss,
2019). Let’s discusses the STP model of Waterstones, which is a book retail
company of British origin having 283 stores in UK and nearby countries.
STP discussion

The marketing mix
 It is refer to a framework which is designed and
develop to attain customer centric marketing
that furthermore incorporate with attainment of
direct focus about to attain attraction of
customers (Kamps and Schetter, 2018).
 It is also be involved with the good and
adequate practices with this possibility to
pursue competitive benefit and advancement is
achieved with adequateness under which target
achievability also increases.

Product: It is a marketing trait with support of it Waterstones has strong
impact over its brand loyalty and awareness among competitive
marketplace. The strong branding assists the company to maintain lead
within competitive and aggressive marketplace.
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 It has been concluded from the above report that marketing is an essential
prospect with this ability to reach towards potential customers is increases in
beneficial manner.
 In support of this capability to conduct market research and advertising
capability is advance that has positive impact over promotion and selling of
adequate products and service for longer period of instance.
 In addition, company and its management make supportive usage of different
framework such as STP with this marketing concept and consistent range of
strategies are developed with perfection.
Conclusion and recommendation

 Cateora, P.R. and et. al., 2020. International marketing. McGraw-Hill Education.
 Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
 Chaffey, D. and et. al., 2020. Marketing digital (No. hal-02927026).
 Colbert, F., 2020. Marketing the arts. In Handbook of Cultural Economics, Third
Edition. Edward Elgar Publishing.
 Critchlow, N. and et. al., 2019. Digital Feast: Navigating a digital marketing mix,
and the impact on children and young people’s dietary attitudes and behaviours.
 Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
 Ferreira, P., Han, Q. and Costeira, J.P., 2018. The Effect of Product Placement on
Shopping Behavior at the Point of Purchase: Evidence From Randomized
Experiment Using Video Tracking in a Physical Bookstore. Available at SSRN
3288604.
REFERENCES

Frost, R., Fox, A.K. and Strauss, J., 2019. E-marketing. New York, NY: Routledge.
Hanssens, D.M. and et. al., 2018. Consumer attitude metrics for guiding marketing mix
decisions. In LONG-TERM IMPACT OF MARKETING: A Compendium (pp. 557-600).
Kamps, I. and Schetter, D., 2018. Performance marketing. Springer Fachmedien
Wiesbaden.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
McDaniel Jr, C. and Gates, R., 2018. Marketing research. John Wiley & Sons.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction
in the relationship between service quality, service orientation, and marketing mix
strategy to customer loyalty. Journal of Management Development.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
REFERENCES