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Q1. What were/are the company's segmentation, targeting, and positioning strategies (pre and during pandemic)? What are some of these strategies' strengths and weaknesses?

Q2. What is your recommended STP strategy for the company post-COVID? What do you think are some of the strengths and weaknesses to your recommended strategy?

clarify your recommended STP strategy. First, divide the market by two or three segmentation variables (of your choice) and indicate which segment(s) you think the company should target. Your choices of segmentation variables should be supported by initial research you have done.

	Groub j by variable 3	Group K by variable 3	Group j by variable 3	Group k by variable 3
group m by variable 1
group n by variable 1
group o by variable 1

Second, with the above segmentation scheme, you will then indicate one or two target(s) you believe the company should focus on. To visually represent your target(s) in the segmentation scheme, you can simply write "Target Segment" in the box(es) of your chosen segment(s). Justification: Use the insights from your team's situational analysis from your class 4 tutorial discussions, and/or other additional evidence to justify why your proposed segments and target(s) are the best fit. NOTE: Please see the segmentation scheme example below if you need clarification

EXAMPLE: Suppose you recommend the company to use (1) demographic, (2) geographic, and (3) psychographic segmentation bases. Based on your research, you have decided to consider France and Japan for geographic segmentation, high school students, college students and young professionals for demographic segmentation, and introverted and extroverted consumers for psychographic segmentation. You would then indicate these variables using the segmentation scheme shown below. Suppose that based on additional research you have done, you have identified Japanese young professionals who are extroverted to be the best segment that the company should target and focus on. You would then write "Target Segment" in the appropriate box

	France	France	Japan	Japan
	Introverted	Extroverted	Introverted	Extroverted
High school student
College student
Young professionals				Target Segment

Q3. What does your perceptual positioning map look like? Although you are not required to include a perceptual positioning map in the report for the group project, this exercise will be a helpful way for you to visualize where your company stands relative to its competitors, and where you would want to move their positioning on this map. To come up with your perceptual positioning map, identify two benefits or attributes that would be the most important to your recommended target(s). Indicate the current and proposed positioning for your chosen company as well as the company's competitors' positioning on the positioning map with these two benefits as the dimensions. You can use the insights and information you gathered around your competitors in the situational analysis to locate an approximate position. The goal here is to communicate the positioning strategy visually. Note that in your final marketing plan report, you should also provide evidence to support your recommended positioning strategy.

One end of Benefit 1 One end of Benefit 2 The other end of Benefit 2 The other end of Benefit 1