STP Strategy in Marketing Secondary Crop Products: A Case Study of HB Company in Lamongan
DOI:
https://doi.org/10.22219/jamanika.v5i1.39712Keywords:
Segmentation, Targetting, Positioning, Secondary Crop ProductsAbstract
This research aims to explore the marketing strategies implemented by Hasil Bumi (HB), a company engaged in the trading of secondary crops in Lamongan, East Java, and understand the market dynamics that influence the company's success. The type of research used is descriptive qualitative, with data collected through structured interviews and direct observation of employees and management. Data was also obtained from related literature to provide a more in-depth context. The analytical tools used in this research include data reduction, data presentation, and conclusion drawing to identify patterns and themes that emerge from the data collected. The results showed that HB applied the STP (Segmentation, Targeting, and Positioning) model effectively. Market segmentation is carried out by targeting the local community and expanding to Java, Sumatra, and Kalimantan, with a focus on products suitable for various segments, from the lower class to the upper class. The main target is the area around Lamongan, supported by a network of distribution agents. In terms of positioning, HB builds a positive image through creative marketing and strategic locations. The study concludes that strong branding and appropriate pricing are critical to improving HB's competitiveness and long-term success in a competitive market.
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