EVALUASI PENERAPAN STRATEGI SEGMENTASI, TARGETING DAN POSITIONING PADA PT KUSUMA MULIA TEXTILE SURAKARTA

FITRIYANTO, DENI (2009) EVALUASI PENERAPAN STRATEGI SEGMENTASI, TARGETING DAN POSITIONING PADA PT KUSUMA MULIA TEXTILE SURAKARTA. Other thesis, Universitas Sebelas Maret.

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    Abstract

    Segmenting, Targeting and Positioning is the core of a company’s marketing system that can be used todetermine a company’s success in choosing their market. In determining the market intended, the company should first know their own marketpotential. After evaluating their own market potential, the company should determine one or several most interesting markets to serve. If the companyhad decided their specific market segment to serve, the company should position its product in the customers’ eyes so that customer can differentiate it from the competitor’s product. From the explanation above, thewriter conducted a research in PT. Kusuma Mulia Textile located in Cokroaminoto Street no. 47 Jebres Surakarta. The objective of research is to find out the implementation of segmenting, targeting, and positioning strategies conducted by PT. Kusuma Mulia Textile Surakarta. This research employed a descriptive analysis and techniques of collecting data used were interview, observation and literary study. The implementation of segmenting, targeting, and positioning strategiesin PT. Kusuma Mulia Textileis sufficiently effective. It can be seenfrom the number of consumersand the marketing areas of PT. Kusuma Mulia Textileencompassing the big cities in Indonesia.However, the implementation of segmenting, targeting, and positioning strategies of PT. Kusuma Mulia Textile has not reached the rural areas and consumer entirely so that all consumers have not been covered. Based on the research about the implementation of segmenting, targeting, and positioning strategies in PT. Kusuma Mulia Textille in Surakarta, it can be concluded that: 1)PT. Kusuma Mulia Textile is an industrial market and reseller market. As an industrial market, PT. Kusuma Mulia Textile uses the macro variables (organization characteristics, user characteristics and product application)and micro variables (individual variable) to segment the market. As a reseller market, PT. Kusuma Mulia Textille dividesits consumers into 3: grocery, retail and end user. In determining the market segment, PT. Kusuma Mulia textile uses the macro variables namely the organization characteristics (geographical location) and marketing area of PT. Kusuma Mulia Textile encompasses the Java Islandand other islands. 2)In determining the target market PT. Kusuma Mulia Textileuses the differentiated marketing. 3) Positioning PT. Kusuma Mulia Textile uses in influencing the consumers’ perception is the product sale price. Based on such conclusions, the writer gives the following recommendation: 1)PT. Kusuma Mulia Textile should maintain or even expand its marketing area (particularly for the areas outside the Java island) considering the considerable demands from the consumers outside Java. 2). PT. Kusuma Mulia Textile can increase their number of stores or outlets in the potentially profitable areas. 3) PT. Kusuma Mulia Textile should not only emphasize the advantage of price aspect but also other aspects such as the improvement of quality and product attribute.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi
    Fakultas Ekonomi > D3 - Manajemen Pemasaran
    Depositing User: Vignasari Kokasih
    Date Deposited: 18 Jul 2013 18:09
    Last Modified: 18 Jul 2013 18:09
    URI: https://eprints.uns.ac.id/id/eprint/6656

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