Analisis Segmentation, Targeting, Dan Positioning Dalam Rangka Meningkatkan Daya Saing Melalui Strategi Pemasaran Di Toko Pia Cap Mangkok Cabang Semeru

Abstract

This research was conducted based on the number of Pia Mangkok’s competitors which are growing rapidly so that it takes a marketing strategy which is able to maintain Pia Cap Mangkok Semeru’s competitiveness. For making a marketing strategy, it needs the introduction of STP and marketing mix as well.Researcher used method of descriptive qualitative, focused on the analysis of STP, which will be suited with the marketing strategy of pia mangkok.. The data collection technique was by interview, observation and documentation. The data analysis used was interactive model from Miles and Huberman. Meanwhile, for the data validation, the researcher used a source triangulation. Based on the 30 consumers’ survey, the market segments have diverse characteristics and needs. The dominant market segments have characteristics: (1)women, adult, married, private employees, revenues of more than Rp 5.000.000,00,-; first bachelor degree, Moslem, indigenous race (demographics); (2)domiciled in Malang (geographic); (3)culinary hobby, the upper middle class (psychographic); (4)buying Pia Mangkok products for personal gifts, green beans filling and 5 pieces’ packaging as consumer’s favorite. If concluded, pia mangkok has some goodness like its taste; packaging; and affordable price. Keywords: marketing strategy, STP, pia mangkok ABSTRAK Penelitian ini dilakukan atas dasar banyaknya kompetitor produk pia mangkok yang berkembang pesat sehingga dibutuhkan strategi pemasaran yang mampu mempertahankan daya saing Toko Pia Cap Mangkok Semeru. Dibutuhkan rancangan STP dan bauran pemasaran yang jelas sebelum merancang strategi pemasaran. Jenis penelitian ini adalah deskriptif kualitatif, dengan fokus penelitian analisis STP, yang selanjutnya disesuaikan dengan strategi pemasaran yang sudah ada. Teknik pengumpulan data dengan metode wawancara, observasi, dan dokumentasi. Analisis data yang digunakan yaitu analisis data model interaktif Miles dan Huberman. Pengukuran keabsahan data menggunakan teknik triangulasi sumber. Berdasarkan hasil survei terhadap 30 konsumen, segmen pasar memiliki karakteristik dan kebutuhan yang beragam. Segmen pasar yang dominan berkarakteristik: (1) perempuan, berusia dewasa, married , profesi pegawai swasta, pendapatan lebih dari Rp 5.000.000,-; bergelar S1, beragama Islam, ras pribumi, berkebangsaan Indonesia (demografis); (2) berdomisili di Kota Malang (geografis); (3) hobby kuliner, kalangan menengah ke atas (psikografis); (4) membeli pia mangkok untuk oleh-oleh pribadi, varian isi favorit kacang hijau; packaging isi 5. Jika disimpulkan, produk pia mangkok memiliki keunggulan dari segi rasa; packaging; dan harga terjangkau. Kata kunci: strategi pemasaran, STP, pia mangkok

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