Problem: STP Proposal Country: France Company: Ford Motors References if using secondary source
Your STP proposal should address the following elements: ? Purpose of STP Process: Describe the major reasons why your company should execute the international market segmentation process. ? Bases and Variables: Propose the bases and variables that should be employed in the international market segmentation of the product's consumers in the target market. ? Effective Segmentation: Justify how your proposed segmentation meets the requirements of an effective segmentation process. ? Positioning Strategy: Propose the main positioning strategy your company should undertake to best position the brand and product in the consumer's mindset. ? Consumer Culture Positioning: Propose the consumer culture positioning method that your company should employ. ? Summary: Summarize how your STP proposal will break down (target) the market for your product into different groups of consumers that differ in their response to the firm's marketing mix program.