Analysis of Segmentting Targeting and Positioning at Sky Farm Glenmore Business
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Nur Hidayatun Ni’mah Alfia Nisa*
Imama Nurus Izaati
Iid Mufaidah
This study aims to understand STP (Segmenting, Targeting, Positioning) promotion procedures in advertising Sky Farm Glenmore business products at PT. Berkah Ridho Cinta Indonesia. This study employs a qualitative descriptive approach and gathers primary and secondary data utilizing descriptive analysis methods. The STP marketing analysis emphasizes geographic segmentation in the Surakarta Karesidenan region, which presents a higher potential for generating recurring sales. In the classification of consumers, researcher include individuals like stay-at-home moms or corporate workers aged 25 to 44. The psychographic aspect focuses on individuals who frequently enjoy indulging in food items like cakes and brownies for their own pleasure, as well as for gifting purposes. Sky Farm Glenmore's products and business performance are expected to be supported by the implementation of STP marketing strategies. Thus, consumers will be more familiar with Sky Farm Glenmore products produced and the company can increase and expand its market share. Researchers assume that the application of STP techniques to the Sky Farm Glenmore business has a huge impact on the expansion of transactions, this is evidenced by the findings from interviews conducted by researchers.
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