Positioning is the fruition of the STP! Once the choice is made on the target market, a business needs to position its product, goods, or service within the target market to understand where the competition lies and how to lay out its marketing efforts. Review the article, "The segmentation, targeting and positioning model." In the last section of the article, subtitled, "Product positioning," you can see that there are two criteria that the marketer thinks that are important for the purchasing decision of the consumer. For example (Figure 4), in the automobile industry, one criteria (horizontal axis) is whether the car is a luxury car or economy car. Another criteria (vertical axis) is whether it is a family car vs. non-family (2 seats) car. Now you can map the various products of the industry (your competitors) on the positioning map of the target market. Along with the information you have obtained from market segmentation and target market, you can now decide where to position your product, goods, or service relative to your competitors, and come up with a marketing scheme (strategy) to address your target market!

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