Riswanti, Bella Mega (2024) Optimalisasi Strategi Segmentation, Targeting and Positioning Dalam Meningkatkan Keunggulan Bersaing Pada Franchise Teh Poci. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the optimization of segmentation, targeting and positioning strategies in increasing competitive advantage in the Teapot Tea Franchise. The object of this research is the Teapot Tea Franchise in East Surabaya. In collecting data in this study, a descriptive qualitative approach was used. The data analysis process in this study is Porter Five Force. Based on the results of this study, what is obtained is (1) Geographic segmentation, in its marketing, the products offered spread in the East Surabaya area as a potential area in targeting the target market, namely students (2) Teh Poci positions itself compared to other competitors, namely in terms of taste quality and affordable prices. (3) The existence of several dominant Teapot Franchises around the UPN Veteran East Java campus can show that the Teapot Franchise is still superior to several existing competitors. Keywords: Teapot Tea Franchise, Segmentation. Targeting and Positioning
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Unnamed user with email 20042010006@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 21 May 2024 05:49 | ||||||||
| Last Modified: | 21 May 2024 05:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22858 |
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