Answer to Question #223070 in Management for Tony

Question

Compare and contrast the segmentation, targeting and positioning (STP) strategies of Godiva Chocolatier before and after the sale of the company to Ulker Group.

Answer 1

Segmentation is an important marketing tool allowing to identify customer welfares and the best ways to meet them without conceding the organizational requirements. Positioning is used to create a particular product perception and influence the way potential consumers regard the brand. If the approach to segmentation and positioning is selected correctly, the influence of the marque on customers may be prevailing