STP strategy is
a framework
for realizing consumer-oriented marketing, and is an acronym for
segmentation
,
targeting
, and
positioning
.
The STP strategy was proposed by management scholar
Philip Kotler
, and is a marketing method that is still used as a basic strategy by many companies today. The STP strategy allows you to identify your company’s strengths and utilize it in planning
your marketing strategy
.
Methods and points of STP strategy
In the STP strategy, the first step is to segment the market. When segmenting, the market is broadly divided into the “consumer goods market” and the “producer goods market.”
In the case of the consumer goods market, factors such as population (age, gender, family structure, etc.), geography (region, population density, culture, etc.), psychology (lifestyle, values, etc.), and behavior (purchasing psychology, purchase opportunity, etc.) We will subdivide using variables.
On the other hand, in the case of the producer goods market, in addition to these variables, operating (frequency of use, customer capabilities, etc.), situational factors (urgency, order volume, etc.), purchasing method (purchasing policy, motivation, etc.), and buyer’s With the addition of characteristics, more accurate and detailed subdivision work is required.
Then, use targeting to pinpoint the target segment and position your company within that segment.
Through these tasks, you can differentiate yourself from your competitors and create a clear niche, which will help secure demand for your products and services.
Reference article
