Define the relevant segments using segmentation variables (B2C). *Each team member would select one segment to work with. Identify the main trends (technological and non-technological) of the industry and consumer behavior that would affect its marketing mix. Develop the STP process.**(This about the segmentation that you propose on point 1 and define your targeting strategy. From the all the segments that you develop with your team, pick one to be your target market For this deliverable, you will work with one target market, how ever in this point explain which target strategy Flor de la Paz should follow in real life. Justify your Segment pick and your targeting strategy.) Identify Insights & Drivers for the assigned segment. (Develop the User person / Empathy Map, Customer Journey Map as you see it in the presentation). *Represent and visualize with the Empathy Map and User Persona tools. Suggested Links: Suggested links: https://simplicable.com/new/user-persona, https://www.hubspot.com/make-my-persona, https://userforge.com https://uxpressia.com/ B. Develop the Perceptual Map, using the identified drivers (on behalf of the competitive advantage of the brand) 4. Quantify the segment using the chain method. (*Remember to include all the segmentation variables to quantify the market). 5. Develop an Innovation Proposal for the segment (Target market) (Specify the Unique Selling Proposition). (1 per Team Member) * Support each point with secondary data