STP Process

1. Segmentation

1.1. Define Markets

1.1.1. Define Overall Market

1.1.2. Create Sub Markets

1.1.3. Create Product Markets (Product/Market Grid)

1.2. Create Market Segments

1.2.1. Choose segmentation bases

1.2.2. Evaluate Validity

2. Targeting

2.1. Select Target Markets

2.1.1. Construct Profiles

2.1.2. Evaluate Attractiveness

2.1.3. Create Product/Segment Grid

2.2. Create Personas/Customer Stories

3. Positioning

3.1. Develop Positioning Strategy

3.2. Develop and Implement Marketing Mix