Week 3-4: Retail Strategy

Introduction

In Weeks 3-4, we will explore the core components of developing a successful retail strategy. The retail
industry is highly competitive, and having a clear strategy is essential for retailers to differentiate
themselves, reach their target audience, and achieve sustainable growth. This segment focuses on the
strategic decision-making process, including market segmentation and targeting, positioning for
competitive advantage, and selecting the appropriate retail formats and channels to effectively engage
customers. By the end of this module, students will have a comprehensive understanding of how to craft
and implement a retail strategy that aligns with business objectives and market demands.

Objectives

By the end of Weeks 3-4, students should be able to:

1. Understand the process of retail market segmentation and targeting – Identify different customer
segments and determine which market segments are most viable for a retail business.

2. Analyze retail positioning strategies – Develop strategies to position a retail business effectively in the
market by creating a unique value proposition that stands out from competitors.

3. Evaluate competitive advantage – Assess the competitive landscape to determine how a retailer can
establish and maintain an advantage over its competitors.

4. Examine various retail formats and channels – Understand the different retail formats (e.g., brick-and-
mortar, online, omnichannel) and how to select the best channels for reaching the target market.

5. Develop a comprehensive retail strategy – Combine market segmentation, targeting, positioning, and
competitive analysis into a cohesive retail strategy that addresses customer needs and business goals.

Through this module, students will enhance their ability to critically assess the retail environment and
make informed strategic decisions.

- Topics:

- Retail Market Segmentation and Targeting

Market segmentation and targeting are crucial steps in developing an effective retail strategy. These
processes help retailers identify and focus on specific customer groups, allowing them to tailor their
products, services, and marketing efforts to meet the unique needs of each segment. Understanding
and applying segmentation and targeting techniques enable retailers to optimize their resources,
increase customer satisfaction, and improve overall business performance.

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1. Market Segmentation

- Definition: Market segmentation is the process of dividing a broad market into smaller, more
manageable groups of consumers who share common characteristics or behaviors. This allows retailers
to focus on specific groups of customers who are most likely to be interested in their products or
services.

- Bases for Market Segmentation:

- Demographic Segmentation: Dividing the market based on demographic factors such as age, gender,
income, education, occupation, and family size. For example, a retailer might target high-income
professionals or families with young children.

- Geographic Segmentation: Segmenting the market based on geographic factors such as location,
climate, region, or urban/rural distinctions. Retailers can target customers in specific cities, regions, or
countries.

- Psychographic Segmentation: Focusing on customers' lifestyles, values, attitudes, interests, and

opinions. For example, a retailer might target health-conscious consumers or those interested in
sustainable products.

- Behavioral Segmentation: Grouping customers based on their behavior toward products, such as
purchasing habits, brand loyalty, or usage rates. A retailer may target frequent shoppers or customers
who purchase during seasonal sales.

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2. Targeting

- Definition: Targeting involves selecting one or more market segments to focus on and developing
tailored marketing strategies to meet the needs of those segments. Retailers aim to allocate their
resources efficiently by concentrating on the segments that offer the highest potential for profitability
and growth.

- Targeting Strategies:
 - Undifferentiated Targeting (Mass Marketing): A strategy where a retailer treats the entire market as a
single segment, offering the same products and marketing to all consumers. This approach is often used
by retailers with mass appeal products, such as grocery stores or fast fashion brands.

- Differentiated Targeting (Segmented Marketing): A strategy where a retailer targets several different
market segments, offering different products or marketing strategies for each segment. For example, a
clothing retailer might have separate product lines for men, women, and children, each tailored to their
specific needs.

- Concentrated Targeting (Niche Marketing): A strategy where a retailer focuses on a single, specific
market segment. This approach is common among specialty retailers, such as those selling luxury goods
or unique, handcrafted items.

- Micromarketing (Local/Individual Marketing): A highly focused targeting strategy where a retailer

tailors its offerings to meet the needs of specific individuals or local markets. This can involve
personalized marketing, such as sending custom offers to individual customers based on their purchase
history.

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3. Benefits of Market Segmentation and Targeting in Retail

- Efficient Use of Resources: Retailers can allocate their resources more effectively by focusing on the
most profitable customer segments.

- Improved Customer Satisfaction: By tailoring products and marketing strategies to meet the specific
needs of targeted segments, retailers can enhance customer satisfaction and build loyalty.

- Increased Market Share: Effective segmentation and targeting help retailers capture a larger share of
the market by appealing directly to the needs and desires of different customer groups.

- Competitive Advantage: Retailers that successfully target underserved or overlooked market segments
can gain a competitive edge by offering personalized products or services.

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Example Applications in Retail:

- Fast Fashion Retailer: A fast fashion retailer like H&M might use demographic segmentation to target
young adults (ages 18-30) who are looking for trendy, affordable clothing. Their marketing focuses on
social media platforms popular with this age group, such as Instagram and TikTok.
- Luxury Goods Retailer: A luxury retailer like Louis Vuitton may employ psychographic segmentation to
target consumers who value status, exclusivity, and premium quality. They position their brand to
appeal to affluent, fashion-conscious individuals and use selective, high-end marketing channels.

- Grocery Store Chain: A grocery store chain might use geographic segmentation to target customers in
urban versus rural areas, offering different product assortments based on the local preferences and
lifestyles of their customers.

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Retail market segmentation and targeting are essential for developing focused and effective retail
strategies. By understanding the diverse needs of their customers and selecting appropriate segments,
retailers can craft personalized marketing efforts, optimize product offerings, and enhance their
competitiveness in the marketplace.

- Retail Positioning and Competitive Advantage

Retail positioning and competitive advantage are pivotal elements in crafting a successful retail strategy.
Positioning involves creating a unique and desirable place in the minds of consumers relative to
competitors, while competitive advantage refers to the factors that make a retailer stand out and
succeed in the marketplace. Understanding these concepts helps retailers effectively differentiate
themselves and attract their target audience.

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1. Retail Positioning

- Definition: Retail positioning is the process of establishing a brand's image and identity in the minds of
consumers relative to competitors. It involves defining how a retailer's products or services are
perceived in comparison to others in the market.

- Key Components of Positioning:

- Value Proposition: The unique value a retailer offers to its customers, including benefits, features, and
overall appeal. This can be based on factors such as quality, price, convenience, or customer service.

- Target Market: The specific customer segments the retailer aims to reach with its positioning strategy.
This requires understanding the needs, preferences, and behaviors of these segments.
 - Differentiation: The aspects that set the retailer apart from competitors. Differentiation can be
achieved through unique product offerings, exceptional customer service, exclusive brands, or a distinct
shopping experience.

- Examples of Positioning Strategies:

- Luxury Positioning: A high-end retailer like Gucci positions itself as a symbol of prestige and
exclusivity, offering premium-quality products and exceptional service.

- Value Positioning: A discount retailer like Walmart focuses on providing low prices and value-for-
money products, appealing to budget-conscious consumers.

- Convenience Positioning: A convenience store like 7-Eleven positions itself as the go-to destination for
quick, easy, and accessible purchases, catering to busy customers with its extended hours and
neighborhood locations.

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2. Competitive Advantage

- Definition: Competitive advantage refers to the attributes or strategies that allow a retailer to
outperform its competitors and achieve superior performance. It is the edge a retailer has that enables
it to attract more customers and generate higher sales and profits.

- Types of Competitive Advantage:

- Cost Leadership: Offering products or services at a lower cost than competitors. Retailers achieve cost
leadership through efficient operations, economies of scale, or sourcing strategies. Example: Costco’s
bulk purchasing and low-cost operations allow it to offer lower prices to consumers.

- Differentiation: Providing unique products or services that are perceived as superior by consumers.
Differentiation can be achieved through innovation, quality, design, or exclusive offerings. Example:
Apple’s innovative technology and premium design differentiate it from other tech retailers.

- Focus Strategy: Targeting a specific market segment or niche and tailoring offerings to meet the
unique needs of that segment. This strategy allows retailers to cater to specialized customer preferences
and achieve loyalty within a niche market. Example: REI focuses on outdoor enthusiasts, offering
specialized products and expert advice for outdoor activities.

- Developing Competitive Advantage:

 - Product Differentiation: Offering unique products or exclusive brands that are not available from
other retailers.

- Customer Service: Providing exceptional service that enhances the shopping experience and builds
customer loyalty. Example: Nordstrom is known for its high level of customer service and personalized
shopping experience.

- Operational Efficiency: Streamlining operations to reduce costs and improve speed and convenience.
Example: Amazon’s efficient logistics and delivery network contribute to its competitive advantage in
online retailing.

- Brand Reputation: Building a strong brand reputation through consistent quality, trustworthiness, and
positive customer experiences. Example: Toyota’s reputation for reliability and quality contributes to its
competitive advantage in the automotive industry.

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3. Implementing Positioning and Competitive Advantage

- Market Research: Conduct thorough market research to understand consumer needs, preferences, and
competitor strategies. This information helps retailers develop effective positioning and competitive
strategies.

- Brand Messaging: Develop clear and compelling brand messaging that communicates the retailer’s
unique value proposition and differentiates it from competitors.

- Customer Experience: Enhance the customer experience by aligning products, services, and
interactions with the retailer’s positioning strategy. Ensure that every touchpoint reinforces the brand’s
identity and competitive advantage.

- Continuous Improvement: Regularly evaluate and refine positioning and competitive strategies based
on market changes, consumer feedback, and competitive dynamics. Adapt to evolving trends and
customer preferences to maintain a strong competitive position.

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Retail positioning and competitive advantage are integral to a retailer’s success. Effective positioning
creates a distinct identity in the market, while competitive advantage enables retailers to outperform
competitors and attract loyal customers. By understanding and implementing these concepts, retailers
can develop strategies that resonate with their target audience, differentiate themselves from
competitors, and achieve long-term success in the retail industry.
 - Retail Formats and Channels

Retail formats and channels are crucial aspects of a retail strategy, determining how and where products
are sold to consumers. Understanding the various formats and channels helps retailers reach their
target markets effectively, enhance customer experience, and optimize sales. Here’s a detailed look at
different retail formats and channels:

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1. Retail Formats

Retail formats refer to the different types of retail outlets and their characteristics. Each format has
unique features that cater to various customer needs and shopping behaviors.

- Department Stores:

- Definition: Large retail establishments that offer a wide range of products, including clothing, home
goods, electronics, and more, organized into distinct departments.

- Example: Macy’s, Robinsons Department Store.

- Characteristics: Wide product assortment, multiple departments, in-store services (e.g., personal
shopping, alterations).

- Specialty Stores:

- Definition: Retailers that focus on a specific product category or niche market, offering a deep
selection within that category.

- Example: The Body Shop (cosmetics), Foot Locker (sportswear).

- Characteristics: Expertise in product category, personalized service, specialized merchandise.

- Convenience Stores:

- Definition: Small retail outlets that offer a limited range of everyday products, often open extended
hours for convenience.

- Example: 7-Eleven, Mini Stop.

- Characteristics: Accessibility, quick service, limited product range, high prices relative to
supermarkets.
- Supermarkets:

- Definition: Large stores that primarily sell food and beverages, with some non-food items.

- Example: Walmart Supercenter, SM Supermarket.

- Characteristics: Wide variety of groceries, in-store bakeries and delis, emphasis on convenience and
low prices.

- Hypermarkets:

- Definition: Very large retail stores that combine supermarket and department store features, offering
a broad range of products from groceries to clothing.

- Example: Carrefour, Tesco Extra.

- Characteristics: Extensive product assortment, large floor space, competitive pricing.

- Warehouse Clubs:

- Definition: Retailers that sell products in bulk at discounted prices to members.

- Example: Costco, Sam’s Club.

- Characteristics: Bulk purchasing, membership-based, low prices, limited store services.

- Pop-up Stores:

- Definition: Temporary retail spaces set up for a short period to capitalize on trends, seasonal sales, or
special events.

- Example: Holiday pop-ups, brand-specific promotional stores.

- Characteristics: Short-term operations, focused product offerings, creates urgency and exclusivity.

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2. Retail Channels

Retail channels refer to the various methods through which products are sold and delivered to
consumers. The choice of channel affects how retailers interact with their customers and fulfill their
orders.
- Brick-and-Mortar Stores:

- Definition: Physical retail locations where customers can visit, browse, and purchase products in
person.

- Characteristics: Direct customer interaction, immediate product availability, in-store experiences.

- E-Commerce:

- Definition: Online retailing through websites and apps, allowing customers to purchase products over
the internet.

- Characteristics: Convenience of shopping from anywhere, 24/7 availability, variety of payment

options.

- Omnichannel Retailing:

- Definition: A retail strategy that integrates online and offline channels, providing a seamless shopping
experience across different platforms.

- Characteristics: Consistent branding and customer service, integrated inventory systems, options like
buy online and pick up in-store (BOPIS).

- Mobile Commerce (M-Commerce):

- Definition: Retail transactions conducted via mobile devices, including smartphones and tablets.

- Characteristics: Mobile-optimized websites and apps, location-based promotions, ease of shopping

on-the-go.

- Catalog Retailing:

- Definition: Retailing through printed or digital catalogs that customers can browse and order from.

- Characteristics: Product information in a tangible format, often used for niche markets, less
immediate than online shopping.

- Direct Selling:

- Definition: Retailing that involves selling products directly to consumers, often through personal
interactions or home-based demonstrations.

- Example: Avon, Tupperware.

 - Characteristics: Personalized sales approach, relationship-building, often used for specialty or unique
products.

- Social Commerce:

- Definition: Selling products directly through social media platforms, leveraging social networks for
marketing and transactions.

- Characteristics: Social media integration, user-generated content, influencer partnerships, easy

sharing and promotion.

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Understanding retail formats and channels is essential for developing an effective retail strategy. Retail
formats determine the types of retail experiences offered to customers, while retail channels dictate
how products are delivered and accessed. By selecting the right formats and channels, retailers can
enhance their market reach, improve customer satisfaction, and achieve competitive advantage.

- CLO2: Develop a comprehensive retail strategy, including target market selection, positioning, and
competitive analysis.

A comprehensive retail strategy is a well-rounded plan that encompasses target market selection,
positioning, and competitive analysis to effectively position a retail business in the market. Here’s a
detailed approach to developing such a strategy:

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1. Target Market Selection

a. Market Segmentation

1. Demographic Segmentation:

- Age: Identify age groups most likely to purchase your products (e.g., young
professionals, families with children).
 - Gender: Determine if your products are gender-specific or unisex.

- Income Level: Target income groups that can afford your products (e.g., luxury
vs. budget-conscious consumers).

- Education Level: Consider educational backgrounds that might influence

purchasing behavior.

2. Geographic Segmentation:

- Location: Focus on specific regions or cities where there is a demand for your
products.

- Climate: Tailor product offerings based on local climate (e.g., winter apparel in
colder regions).

3. Psychographic Segmentation:

- Lifestyle: Target consumers based on their lifestyle choices (e.g., eco-conscious

consumers, tech enthusiasts).

- Values and Attitudes: Appeal to consumers with specific values (e.g.,

sustainability, innovation).

4. Behavioral Segmentation:

- Purchasing Behavior: Focus on customers who regularly purchase similar

products or exhibit brand loyalty.

- Usage Rate: Target heavy users of your product category.

b. Selecting Target Markets

1. Evaluate Market Attractiveness:

- Analyze market size, growth potential, and profitability of each segment.

- Assess the competitive intensity and market saturation.

2. Select Target Market(s):

- Choose one or more market segments to focus on based on attractiveness and

alignment with your business capabilities.
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2. Retail Positioning

a. Define Unique Value Proposition

1. Product Offering:

- Determine what makes your products unique (e.g., quality, exclusivity,

innovation).

2. Price Strategy:

- Decide on your pricing strategy relative to competitors (e.g., premium pricing,

competitive pricing, value-for-money).

3. Customer Experience:

- Define the shopping experience you want to offer (e.g., luxury service,
convenience, personalized assistance).

b. Positioning Statement

1. Craft a Clear Positioning Statement:

- Target Market: Who are your target customers?

- Brand Promise: What value do you offer?

- Competitive Advantage: How do you differ from competitors?

Example Positioning Statement:

“For young professionals seeking trendy and affordable fashion, [Retailer Name] offers the latest styles
and accessories with a focus on quality and customer satisfaction, unlike competitors who focus solely
on high prices.”
 c. Implementation

1. Brand Messaging:

- Develop consistent messaging across all marketing channels that reinforces

your positioning.

2. Store Layout and Design:

- Design store layout and visual merchandising to reflect your positioning (e.g.,
luxurious ambiance for high-end brands, practical displays for value brands).

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3. Competitive Analysis

a. Identify Competitors

1. Direct Competitors:

- Retailers offering similar products to the same target market.

2. Indirect Competitors:

- Retailers offering alternative solutions or substitutes for your products.

b. Analyze Competitors

1. Product Offerings:

- Assess the range and quality of products offered by competitors.

2. Pricing Strategy:
 - Compare pricing strategies and evaluate how they impact your pricing
decisions.

3. Marketing Tactics:

- Review competitors’ advertising, promotions, and digital presence.

4. Customer Experience:

- Evaluate competitors’ customer service, store ambiance, and overall shopping

experience.

5. Strengths and Weaknesses:

- Identify competitors’ strengths (e.g., brand loyalty, extensive product range)

and weaknesses (e.g., high prices, poor service).

c. Develop Competitive Advantage

1. Leverage Strengths:

- Utilize your unique strengths to create a competitive edge (e.g., superior

customer service, exclusive products).

2. Address Weaknesses:

- Identify areas where competitors are weak and use this information to
differentiate your business.

3. Innovation and Adaptation:

- Continuously innovate and adapt to changing market conditions and consumer

preferences to maintain your competitive advantage.

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Example Comprehensive Retail Strategy

Retailer Name: Urban Chic

1. Target Market Selection:

- Market Segmentation:

- Demographic: Young professionals aged 25-35, primarily female, with a mid-to-high income.

- Geographic: Urban areas with high foot traffic and a vibrant lifestyle scene.

- Psychographic: Trend-conscious individuals who value modern fashion and exclusive designs.

- Behavioral: Regular buyers of fashion apparel, brand-loyal customers who seek the latest trends.

- Selected Target Market:

- Focus on young urban professionals looking for fashionable, high-quality clothing that reflects their
lifestyle and social status.

2. Retail Positioning:

- Unique Value Proposition:

- Urban Chic offers stylish, high-quality fashion at accessible prices, combining trendiness with
exclusivity. The store provides a chic, urban shopping experience with personalized customer service.

- Positioning Statement:

- “For fashion-forward young professionals who seek the latest trends at affordable prices, Urban Chic
provides a chic and personalized shopping experience that stands out from conventional retail stores.”

3. Competitive Analysis:

- Competitors:

- Direct: Zara, H&M

- Indirect: Local boutique stores

- Competitor Analysis:

- Product Offerings: Competitors offer trendy clothing but may lack exclusivity.

- Pricing Strategy: Competitors’ prices are similar but with less focus on personalized service.

- Marketing Tactics: Competitors use broad advertising; Urban Chic will use targeted social media
campaigns and influencer partnerships.

- Customer Experience: Competitors may have a more generic store experience; Urban Chic will focus
on a unique, high-touch shopping environment.

- Competitive Advantage:

- Strengths: Exclusive product lines, personalized shopping experience, trend-focused merchandise.

- Weaknesses: Competitors may have broader market reach, but Urban Chic will focus on superior
customer service and a distinctive shopping atmosphere.

By implementing this comprehensive retail strategy, Urban Chic can effectively position itself in the
market, attract its target audience, and achieve a competitive edge.

Enriched Content with Current References

1. Segmentation, Targeting, and Positioning (STP Framework)

 The STP framework—segmentation, targeting, and positioning—is a strategic marketing

model that helps retailers focus their resources on the most valuable customer
segments and craft tailored value propositions for each group (P2P marketing,
Wikipedia).
 In a 2025 context, AI and automation are enabling dynamic, real-time segmentation and
highly personalized positioning strategies, enhancing engagement and ROI (Rocket
Seed).

Why it matters for students: This illustrates how classic marketing theories have evolved and
remain vital in today's data-driven retail landscape.

2. Market Segmentation: Bases & Benefits

  Market segmentation divides a broader market into meaningful sub-groups using
criteria like demographics, geographic location, psychographics, and behavior
(Investopedia, Wikipedia).
 Tailored segmentation improves customer satisfaction, enhances targeting accuracy,
and delivers better ROI (Insider, adaglobal.com).

Classroom connection: Students can learn that each segmentation basis helps pinpoint
different customer motivations—from lifestyle values to purchasing habits.

3. Positioning: Crafting Mindshare

 Positioning is about how a brand is perceived in the consumer’s mind relative to

competitors—whether as premium, convenient, or emotionally resonant (Wikipedia).
 A strong positioning strategy creates meaningful differentiation that endures over
time—and can be visualized through tools like perceptual mapping (Wikipedia).

Practical insight: This helps students connect theory to practice—crafting positioning

statements and visualizing brand placement.

4. Competitive Advantage Essentials

 A competitive advantage enables a retailer to outperform rivals. Michael Porter’s

foundational framework outlines three generic strategies: cost leadership,
differentiation, and focus (Wikipedia).

Application for your module: Show students how these strategic paths translate into
operational choices—like bulk pricing (cost leadership) or curated exclusivity (differentiation).

5. Retail Strategy in Action: Trends & Integration

 Deloitte forecasts mid-single-digit growth in 2025 retail, with key opportunities lying in
loyalty programs, digital commerce, and omnichannel seamlessness (Deloitte).

Forward-thinking tie-in: Incorporate this trend to emphasize how strategy must accommodate
emerging digital tools and integrated customer journeys.
Example Section: Integrated Strategy (Enhanced)

Sample Retailer: Urban Chic – Strategic Overview

Strategy
Description Example Application
Element
Geolocation and psychographic
Segmentation Young professionals (25–35), urban, style- data guide store placement and
& Targeting driven, mid-to-high income marketing on social media
platforms like Instagram
"For fashion-forward urban professionals
seeking modern quality at accessible prices, Reflects experiential and
Positioning
Urban Chic delivers exclusive style and symbolic positioning
Statement
personalized service—unlike mass-market (Wikipedia)
fashion brands."
Differentiated by curated exclusivity and High-touch in-store experience
Competitive
customer experience + personalization + strong digital content on
Advantage
(focus strategy) styling
Reinforces insights from
Omnichannel Seamlessly integrates online browsing, in-
Deloitte on growth via
Alignment store service, and loyalty programs
omnichannel strategy (Deloitte)

References:

 Brophy, J. (2025, May 6). STP marketing in 2025: A guide to segmentation, targeting &
positioning. Rocketseed. Retrieved from
https://www.rocketseed.com/blog/stp-marketing
 Bosch, A. (2025, April 4). The Complete Guide to STP marketing: Segmentation,
Targeting & Positioning [2025 Update]. Peer to Peer Marketing. Retrieved from
https://peertopeermarketing.co/segmentation-targeting-and-positioning/
 Deloitte. (2025, January 21). 2025 US Retail Industry Outlook. Deloitte Insights.
Retrieved from
https://www.deloitte.com/us/en/insights/industry/retail-distribution/retail-distribution
-industry-outlook.html
 Investopedia. (n.d.). Understanding Market Segmentation: A Comprehensive Guide.
Retrieved from https://www.investopedia.com/terms/m/marketsegmentation.asp
 Investopedia. (n.d.). How Market Segments Work: Identification and Example. Retrieved
from https://www.investopedia.com/terms/m/market-segment.asp
 SmartInsights. (2024, January 24). STP marketing: The Segmentation, Targeting,
Positioning ... Retrieved from
 https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-tar
geting/segmentation-targeting-and-positioning/
 Wikipedia contributors. (2025, August). Market segmentation. In Wikipedia. Retrieved
from https://en.wikipedia.org/wiki/Market_segmentation
 Wikipedia contributors. (2025, August). Positioning (marketing). In Wikipedia. Retrieved
from https://en.wikipedia.org/wiki/Positioning_(marketing)
 Wikipedia contributors. (2025, August). Competitive advantage. In Wikipedia. Retrieved
from https://en.wikipedia.org/wiki/Competitive_advantage

Encouraging Finale

You're doing an exceptional job weaving together theory and real-world relevance. By enriching
your syllabus with these timely insights and resources, you're equipping your students with
both strategic wisdom and digital-age awareness. Whenever you're ready, we can shape this
into lecture slides, case discussions, or assignments that spark curiosity and confidence.

Prepared by:

RODOLFO Y AQUINO JR

Author