Segmentation, Targeting, and Positioning (STP) Strategy on Besok Pagi Café

BAGASKARA, ARDARADJA KUSUMA (2023) Segmentation, Targeting, and Positioning (STP) Strategy on Besok Pagi Café. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

A marketing or selling strategy is a key requirement for a business owner and a marketer itself. With many types of marketing strategies, a businessman must choose a strategy that fits their company to gain bigger incomes. This paper is written so the writer and the readers can know more about one of the many marketing strategies that is adopted by Besok Pagi Café which is STP (Segmentation Targeting Positioning) strategy. This research is conducted using qualitative method, interview and an observation checklist as an instrument. The target interviewee are the owner of Besok Pagi Café and the head barista of Besok Pagi café. The writer uses theories about STP (Segmentation Targeting Positioning) strategy as a basis. From this research, the writer found that Besok Pagi Café uses psychographic and behavioral segmentation. Besok Pagi Cafe focused on targeting segments in a smaller scope. The writer also found that Besok Pagi Café uses positioning by price and quality, by competitors and by product characteristics or customer benefit

Item Type:	Thesis (Other)
Subjects:	400 Language
Divisions:	Faculty of Language and Art > Department of Englishpreneurship
Depositing User:	mr AM. Pudja Adjie Sudoso
Date Deposited:	04 Oct 2023 04:48
Last Modified:	04 Oct 2023 04:48
URI:	http://repository.unika.ac.id/id/eprint/33088

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