Argos Segmentation Targeting And Positioning Essay

What is Argos? What do we know about this company? For one, it is one of the leading British companies which specialises in retailing. Thanks to its proper marketing strategies, the company’s revenues have grown significantly over the years, and to gain the better understanding of what is so special about Argos strategic marketing, we will take a closer look at its Segmentation, targeting and positioning. But first let’s look into whole segmentation, targeting and positioning (STP) as the process of creating them and applying is common to many different companies including ibank Barclays, Argos, and other ones. What is segmentation, targeting and positioning? Marketing specialists shorten these three notions into one abbreviation which is STP. It is a concept which explains in what segment of the market a company wants to focus on, what clients it wants to target and what association it wants its clients to have with their company or one of their products. Every company should return to these notions from time to time to analyse how well they go and whether they are moving in accordance with the primary goal. Argos segmentation The process of choosing a correct segment of the market is a hard one. That is why the specialists working at Argos took their time to identify which sub-group of the market they want to talk to with their services. Thus, after a lengthy discussion, they came to a conclusion that there is no need to stick only to one category of people (rich, poor, male or female). They said that they strive to reach out to all groups of the population together and deliver the highest level of service no matter who uses it. Targeting of Argos This step is what makes most marketing specialists feel worried, as they must understand what each individual customer wants to get even before he realises it himself. Thus, they study the habits and buying traditions so that once they need a certain product, Argos will be able to offer it to them. So, they keep collecting data and hiring specialists to analyse different categories of buyers and their preferences. It is an ongoing process. Positioning It is hard to state just one particular way Argos positions its product. Given how different its customers are, and how different their preferences are, this retailing company strives to deliver customised offers to each individual buyer. They get to find their customers by making special attractive offers which are developed based on their previous purchases. Besides, when talking about this stage of strategic marketing planning, one should also know that Argos keeps advancing its stores and services to make the product even more attractive for new customers. This is what STP for Argos looks like. This company actually sets the example for many other ventures in the niche. And there are many aspects one should take into account when thinking about STP for this retailing business.