Fridayani, . (2002) Analisis segmentasi pasar sebagai dasar menyusun strategi pemasaran pada PT. Eloda Mitra. Masters thesis, Widya Mandala Catholic University Surabaya.
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Abstract
In line with the company's achievement, it is inevitable that competitors emerge. In this case the competitors are segmented in marketing their products, so in order to maintain its position as the market leader, the company must undertake research into its products. So far there have been a number of changes, for example per capita income, life style, and attitude toward products. The company is aware of the fact that in a huge market it is unable to serve all the customers due to their sheer number, they are spread out and they vary in their purchasing requirements. Rather than competing in all segments, the company needs to identify the most attractive market segments which can be served effectively. It can be implemented by dividing the market into several segments by means of certain criteria. Correct segmentation can account for the product to be acceptable to the market, and such a step has a profound influence on the marketing strategies applied by the company. An error in identifying market segments can render marketing strategies being employed ineffective due to inefficient marketing budget. Basically, if a company can accurately select a market segment to be served and it is supported by sufficient resourcer, the company is able to provide appropriate products. With the consumer's taste being the target, the company can better identify a better marketing opportunity so that the company can develop reliable marketing strategies. The marketing strategies comprise distribution strategy, promotion, price and product.
| Item Type: | Thesis (Masters) |
|---|---|
| Department: | ["eprint_fieldopt_department_Graduate School" not defined] |
| Uncontrolled Keywords: | Marketing strategies, segmentation, ineffective, inefficient. |
| Subjects: | Business Business > Strategic Management |
| Divisions: | Graduate School > Master Program in Management |
| Depositing User: | Users 12 not found. |
| Date Deposited: | 15 Jun 2015 08:10 |
| Last Modified: | 15 Jun 2015 08:11 |
| URI: | http://repository.ukwms.ac.id/id/eprint/2236 |
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