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An evaluation of the buying process and the segmentation, targeting and positioning (STP) strategy employed by a company / brand of your choice You should show begin by choosing two brands in the same product category BUT targeting very different market segments (for instance a Mini and a Porsche are both cars so in the same product category BUT target very different audiences). Part one: The consumer buying process You should show the decision making diagram and apply this to your chosen product category to explain how customers are likely to make purchase decisions. You can show this as an annotated diagram Part two: STP You should compare and contrast the segmentation, targeting and positioning (STP) strategy employed by the two brands. You should: Choose your product category and two brands Explain the theory of the STP strategy, drawing on reading Determine the primary target market for each brand, giving details of the various segmentation variables used and the reasons you think these were selected Draw a positioning map to show the positioning of both products and at least 5 other main competitors Word Count 2000 words



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