文章基本信息

标题：THE ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING OF HANDICRAFT SMALL AND MEDIUM ENTERPRISES IN MALANG
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作者：Fanani Dahlan ; Fanani Dahlan ; Supriono 等
期刊名称：Eurasia: Economics & Business
电子版ISSN：2522-9710
出版年度：2018
卷号：11
期号：5
页码：43-47
DOI：10.18551/econeurasia.2018-05.07
语种：English
出版社：Grodno State Agrarian University
摘要：Small and Medium Enterprise (SME) referred to enterprises which had not yet applied professional business management. Most SMEs were only capable in goods production, yet were incapable of marketing the products. Consequently, they found difficulties in business development. This condition was experienced by SMEs in Malang City. The results of some observation showed that only few SMEs had been actively marketing their products, while others were rather passive as they did not conduct any market analysis. Based on this issue, this research focused on the analysis of marketing strategies using STP (Segmentation, Targeting, Positioning) of SMEs in Malang City. This research was done using a descriptive qualitative method, which samples and data were selected using snowball sampling method. The results of this research showed that in the term of product, Sanan Tempeh Chips SMEs needed to apply diversified products by producing other product. In addition, it was also necessary to launch brand variants with different composition, weigh, and packaging to give consumers more options to choose. Meanwhile, seen from the aspect of place, narrow market of the SMEs should be expanded by developing the outlet network. Seen from the aspect of promotion, SMEs were recommended to conduct promotion by participating in various events in East Java. Finally, seen from the aspect of price, price should be properly determined by SMEs and they should offer special price for large consumers. The most appropriate business strategy to apply by SMEs was to optimize the promotion through free advertisement and social media.
关键词：Segment; target; position; marketing; SMEs; tempeh chips