Market research relies on marketing information. This is used to make marketing decision making. One of the tool to use is segmentation strategy.

Marketing strategy involves the STP, e.g. segmentation, targeting and positioning.

• Segmentation is to know all the groupings
• Targeting is to target a group
• positioning is to communicate or ‘attract’ that group

For the complete process

• Problem-solution market (PSM)
  • Problem-solution alternatives (PSA)
    • Identify needs
    • Propose solutions
    • Compare alternatives
• Segment, target, positioning (STP)
  • Know all groups in a population
  • Match or target a group
  • Communicate your solution to that group (to attract and raise awareness)
  • Value proposition or promise (i.e., marketing mix)
• Deliver the promise (branding)