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QLDBusiness StudiesQuick questions
Unit 2: Business growth
Quick questions on Target market segmentation and positioning (QCE Business Unit 2)
15short Q&A pairs drawn directly from our worked dot-point answer. For full context and worked exam questions, read the parent dot-point page.
What is the STP framework?Show answer
The STP framework is the foundation of modern marketing strategy.
What is the four segmentation bases?Show answer
Demographic. Age, gender, income, life stage, occupation, education. The most commonly used base because demographic data is easily accessible (ABS Census).
What is targeting?Show answer
Once segments are identified, the business chooses which to serve. Targeting strategies.
What is positioning?Show answer
Positioning is the perception the business occupies in the customer's mind relative to alternatives. Effective positioning is:
What is worked Australian examples?Show answer
Bunnings. Target market - DIY home improvers (mass market) plus the trade segment (recently grown through Tradie Power loyalty). Positioning - "Lowest prices are just the beginning" combined with broad range and strong staff service. Defends position through scale economics and supplier relationships.
What is targeting and positioning in a growing business?Show answer
For a growing business, segmentation and targeting are even more important than for an established one. A growing business cannot afford to spread marketing budget across all segments. The classic growth-stage pattern.
What is demographic?Show answer
Age, gender, income, life stage, occupation, education. The most commonly used base because demographic data is easily accessible (ABS Census).
What is geographic?Show answer
Region, urban/regional/remote, climate. Particularly relevant in Queensland and Australia broadly given the dispersed population and the climatic differences across the country.
What is psychographic?Show answer
Lifestyle, values, attitudes, personality. Harder to measure than demographic but often more predictive of purchase behaviour. Aesop customers are psychographically distinctive (aesthetic-oriented, values minimalism and sustainability) regardless of demographic profile.
What is behavioural?Show answer
Usage frequency, brand loyalty, benefits sought. Often the most predictive because it segments on actual behaviour rather than identity.
What is bunnings?Show answer
Target market - DIY home improvers (mass market) plus the trade segment (recently grown through Tradie Power loyalty). Positioning - "Lowest prices are just the beginning" combined with broad range and strong staff service. Defends position through scale economics and supplier relationships.
What is aesop?Show answer
Target market - aesthetically-oriented, sustainability-conscious premium personal-care customers. Concentrated, not mass. Positioning - apothecary-style premium skincare with minimalist branding.
What is aldi?Show answer
Target market - price-conscious supermarket customers willing to forgo extensive range and brand variety. Positioning - "Good Different" - low price with acceptable quality through limited-SKU private-label range. Defends position through structural operating-cost advantage.
What is defensibility?Show answer
The Queensland-sourcing positioning is defensible against national players (who would have to build a parallel QLD supply chain) and against generalist supermarket meal kits (who lack the freshness story). The positioning will need ongoing reinforcement through supplier-story content and visible local-grower partnerships. :::
What is confusing targeting with segmentation?Show answer
Segmentation identifies groups; targeting chooses which to serve. They are sequential, not synonymous.