CASE DESCRIPTION The primary subject matter of this case concerns changing trends within the chiropractic industry in which the Segmentation-Targeting-Positioning (STP) process becomes the main emphasis for understanding consumer behavior as well as assessing markets. Secondary issues examined include: competitive advantage, differentiation, social trends, and consumer behavior. The case has a difficulty level appropriate for senior level. The case is designed to be taught in two (2) class hours and is expected to require three (3) hours of outside preparation by students.
