INT 640 STP Proposal
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STP Proposal
Jade Yarborough
October 15, 2023
SNHU
Purpose of STP Process
International segmentation is a technique used to sell products in different markets,
keeping its characteristics, type of audiences and competition in mind. Segmenting international
markets includes culture, geographical, economics, and political/legal differences because
international customers tend to be more diverse. “Applying international segmentation in any
marketplace, especially in those that attract such massive traffic as Amazon, is an essential
strategy if you want to sell in different countries and better position your products to different
audiences.” (Castro, 2021).
Amazon should proceed with the international market segmentation process because it
gives the company the opportunity to better understand the international market and consumers.
It will also provide similarities and differences which will help to incorporate segments across
countries & other regions, especially Trinidad and Tobago. Additional reasons Amazon should
continue with the process is the chance to gain better distribution of resources, it will increase
customer retention, put the brand in a better position, and attract more qualified leads.
Bases and Variables
The individual segments that Amazon should use to efficiently divide the market are
behavioral, demographic, geographic, and psychographics. Behavioral segmentation helps the
company understand what the customers want, and how they use the product or service.
Demographic segmentation gives clarity to how it affects what the customer buys. Geographic
segmentation provides where the customers are located, how we can reach them, and what
products they buy more. Psychographic segmentation answers what customers think about and
value and how they live their lives.
Behavioral: Usage situations, buyer’s status and loyalty to company, benefits sought
Demographic: Age, occupation, family size
Geographic: cities and region within a country
Psychographics: lifestyle, interests, opinions
Effective Segmentation
Effective segmentation is based on five requirements measurable, accessible, substantial,
differentiable, and actionable. Measurable provides quantifiable data, so utilizing demographic,
geographic, and behavioral data will provide the information needed to complete this section.
Gathering accessible information specifically about Trinidad and Tobago and how we can get
their attention towards Amazon becoming available to them, psychographics will help with this
requirement. Also, the selected bases and variables will help to define the consumer’s profile
which completes substantial requirements and confirming that these requirements are actionable.
By gathering behavioral and psychographic information Amazon will be able to know how to
target different markets in an efficient and cost-effective approach.
Positioning Strategy
A positioning strategy is a strategic marketing plan that helps you determine where your
business stands in the market and how it should be positioned to attract more customers. (Writer,
2023). The main strategy that Amazon will use is situational positioning, this strategy will help
our customers to purchase products they may not be able to currently and avoid expensive
shipping fees. “Situational positioning includes positioning your product as a solution to the
specific needs of targeted customers.” (Writer, 2021).
Consumer Culture Positioning
Consumer culture positioning refers to the location of a brand in terms of global
consumer culture positioning (GCCP), foreign consumer culture positioning (FCCP), and local
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