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The STP process demonstrates the links between an overall market and how a company chooses to compete in that market.
Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.
The introductory model simply uses the three letters of STP to highlight the core elements of the process, namely segmentation, targeting and positioning. This approach is shown in the following diagram and discussed in the Basic STP Process section. While this basic model is a good starting point for understanding the overall process, there are a number of smaller steps that should also be understood, which are outlined in the following diagram and discussed in the Full STP Process. Having identified its key audiences a company has to ensure a marketingmix is created that appeals specifically to those people.
Market research identifies these factors and anticipates how they will affect people's willingness to buy.


Below are external web links provided by McDonald's Restaurants in relation to their business activities.
Subscribe to our newsletter for current business news including lesson plans and activity ideas. If you learnt more about The marketing process from this McDonald's Restaurants case study, why not share it with others?
This page and contents, ©2016 Business Case Studies, is intended to be viewed online and may not be printed. It is sometimes referred to as a process, with segmentation being conducted first, then the selection of one or more target markets and then finally the implementation of positioning. By reviewing this more detailed approach, students will gain a much greater understanding of this important marketing concept.
Additionally, economic, legal and technological changes, social factors, the retail environmentand many other elements affect McDonald's success in the market.


These buying decisions can often be affected by wider factors than just the product itself. Word cloud illustration.Four Ps in a successful marketing mixBusiness Marketing mix ConceptMarketing mix concept. The goal of the STP process is to guide the organization to the development and implementation of an appropriate marketing mix, as highlighted in the following diagram. McDonald's needs to identify whether the number of target customers is growing or shrinking and whether their buying habits will change in the future.



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