First of all, users of tools (scissors) are divided into right-handed operators and left-handed operators. In Germany, left-handers account for 1 1%, but the tools on the market are all designed for right-handers. Left-handers also need tools, but they are ignored by suppliers. The supplier finally decided to set up a left-handed tool company to serve this 165438+.
The target market analysis and positioning of left-handed tools company involves STP marketing strategy.
S is a market segment. According to the different needs of buyers for products or marketing combinations, the market is divided into several different customer groups, and the outline of the market segment is outlined. Just as the users of tools are divided into left-handed and right-handed operators, although the proportion of left-handed users is low, but there is no special product to meet these left-handed customers, then this market segment is valuable. Similarly, you can subdivide according to the attributes of your company's products, seize the appropriate market segments, and find a subdivision track for your company.
T is the targeted market. After analyzing the market segments, it is necessary to enter one or more market segments, just as a tool company decides to specialize in serving left-handed customers. If you are making other products, you can also make similar analysis and selection.
P is positioning market positioning, forming an impression in the target market customer base, and this impression is positioning. In fact, for enterprises, it is a differentiated competitive strategy. There are also scissors for right-handed operators, and German left-handed tools company produces scissors for left-handed, forming a differentiation strategy.
Although STP theory is very famous, it is not easy to understand it deeply and apply it well in practice, which requires the combination of theory and practice.