Segmentation, Targeting, and Positioning

Assignment Overview

Segmentation, Targeting, and Positioning (STP) are the three fundamental components of strategic marketing. Organizations, in their endeavor to create a space for themselves in the market, may devise revolutionary services; however, this often is not enough. Organizations must also vigilantly distinguish who, among the population, would ideally use the service, and what they seek from such a transaction. Review the following video:

Tutor2u. (2016). Marketing: Segmentation – Targeting – Positioning. Retrieved from https://www.youtube.com/watch?v=0srjdRDh99Y

Case Assignment

You are the Lead Health Care Marketer for International Hospital and have been tasked with developing a training PowerPoint presentation (PPT) for your department covering STP marketing methods. After reviewing the video above and conducting a review of the literature, prepare a 12- to 15-slide PPT that explains in detail Segmentation, Targeting, and Positioning. In addition, your PPT should provide 2-3 health care-related examples for each of the marketing methods. Be creative and include at least one diagram.

Speaker notes are required. Your slides should be mostly speaking points and your speaker notes should resemble the information you would present/say if you were doing the presentation live.

Assignment Expectations

  1. Conduct additional research to gather sufficient information to support your training PPT.
  2. Limit your response to a maximum of 15 slides (not including title and reference slides).
  3. Support your analysis with peer-reviewed/scholarly articles, with at least 4 references. Use the following link for additional information on how to recognize peer-reviewed journals: http://www.angelo.edu/services/library/handouts/peerrev.php
  4. You may use the following source to assist in formatting your assignment: https://owl.english.purdue.edu/owl/resource/560/01/.