INT 640 STP_Proposal.docx Strategic Global Marketing Plan: STP Proposal Dollar General

INT 640 STP_Proposal.docx    Strategic Global Marketing Plan: STP Proposal  Dollar General and Thailand  INT-640-Q5370:  International Marketing Strategy  STP Proposal: Purpose  Segmentation, targeting, and positioning (STP) is utilized as a marketing tool that helps firms make decisions regarding product or service offerings and markets. The process is threefold, requiring the firm to first segment the market, make determinations regarding segments to target or focus on, and lastly, position its™ products or services in a way to effectively market those products or services to the target segments. Kotabe and Helsen (2017) write that segments should be identifiable, large enough to be viable as a consumer group, accessible to the firm, stable, responsive, and actionable should the company align favorably with the group.  The purpose of these activities is simple, to identify lucrative opportunities for a company to do business in a market.  The intention of Dollar General (DG) to expand its operations from the U.S. market to Thailand should execute the STP process to effectively position itself for success.  DG must use the process to identify the market in Thailand that aligns with its™ core competencies, of providing discount retail merchandise including housewares, consumable products, health and beauty, and foods to low- to middle-income shoppers that are currently underserved by the retail marketplace.    STP Proposal: Bases and Variables  There are four primary types of segmentation: demograph