STP: Segmentation, Targeting, Positioning

Overview

STP is the foundational marketing strategy framework: divide the market into segments (S), select which to serve (T), and define how to win in chosen segments (P). It must be done in sequence — you cannot position without first choosing a target, and you cannot target without first segmenting.

When to Use

Trigger conditions:

• User launching a new product and needs to define the target audience
• User asks "who is our customer?" or "which segment should we focus on?"
• User wants to craft a positioning statement or differentiation strategy
• User's marketing feels unfocused — "we're trying to be everything to everyone"

When NOT to use:

• For competitive industry analysis → use Porter's Five Forces
• For growth path decisions → use Ansoff Matrix
• For internal capability assessment → use SWOT