INT 640 STP Proposal

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School

Southern New Hampshire University *

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640

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Marketing

Date

Jan 9, 2024

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docx

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5

Uploaded by AgentBuffaloPerson793

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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