PERANCANGAN STRATEGI PEMASARAN BURGER JAMUR BERDASARKAN SEGMENTASI, TARGET, DAN POSISI PASAR UKM JAMUR JAYA GIRI
Handri Winata 13410076 Teknik Industri Fakultas Teknologi Industri Institut Teknologi Bandung
The objective of marketing is to introduce a product to customers. A company has to give information about the product effectively because it will influence the effort in reaching the objective of marketing. One of the strategies that can be used to develope a company is STP (Segmenting, Targeting, and Positioning Strategy). UKM Jamur Jaya Giri is one of industries which has core business in culinary. They produce a lot type of products, such as meatballs, burgers, etc. Burgers are one of their new products, but the selling level of them hasn’t reached target that is wanted by UKM Jamur Jaya Giri. They think it is caused by marketing strategy hasn’t showed optimal effort. To solve their problem, UKM Jamur Jaya Giri has to know the segment of consumer in the market and choose the potential market targer to be served. This research uses demographic, geographic, and psycographyc factor segmentation and potential market. The result is determined as the data target market dan market positioning determination. This research used descriptive technique to describe potential segment and positioning of UKM Jamur Jaya Giri with interviewing and surveying to 30 respondent. Segmentation that being delivered majorly by UKM Jamur Jaya Giri customers who are 15-64 years old; female; housewife; revenue: 4.5-6 million rupiah; coming from Kecamatan Bandung Utara; having good perception on healthy foods. The market target pattern that determined is Concentration of Single Segment pattern. The positioning that being produced as the position is “LET’S BACK TO HEALTHY FOOD”. Marketing Strategy which is based on STP is through... [continues]
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