STP is an acronym familiar to those in the marketing profession, it stands for segmentation, targeting, positioning. STP Model is commonly used in marketing strategies to analyse projected performance based upon the known behavioural actions of customers in a market. The segmenting, targeting and positioning analysis is executed  to know the customer and its  buying process.

Segmentation, targeting and positioning maps are a crucial tool for marketers and many use them on a daily basis as a way of maximising their marketing impact. A well thought strategy that includes some element of STP can help to illustrate to CEOs and boards of directors the depth of your market knowledge. Using this type of model you can demonstrate a familiarity with your product and indicate who it is for (and in some instances, who it is not for). STP refers to:

• Segmentation: this is where you get to know your customers. It is the process by which you understand the reasons that they purchase your products and goods
• Targeting: this is the act of you increasing your market relevance. It is the process by which you assess which of these people you can best satisfy with your products and services and how you can make yourself irresistible to them
• Positioning: this is the act of locating yourself appropriately. It is the process by which you arrange yourself for the market based upon your findings in the earlier stages. Consider the relative pros and cons of the market you intend to enter and question whether this market is aligned with your current goals – put simply, is the market worth your bothering?

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