Analisis Segmenting Targeting Dan Positioning Untuk Merumuskan Strategi Pemasaran Regional Pada UMKM Christine Hakim Di Padang

Abstract

This study aimed to find out and analyze the analysis of the Segmenting, Targeting, and Positioning to
formulate the Regional marketing strategy on UKM Christine Hakim a study On UKM Christine Hakim
on JL. Nipah, no. 38, Padang Barat, Padang of West Sumatra. This research aims to find out how market
opportunity, market segmentation, target market, product Positioning and strategy of marketing mix 4 p's
product, price, promotion and distribution of products in formulating an Asean Regional marketing
strategy On UKM in the Christine Hakim. With the collection of data using interviews and primary data.
Research results are obtained, (1) UKM product Markets opportunities Christine Hakim in Asean
Regional Market potential fairly, (2) market segmentation based on Demographic segmentation, (3) the
Target market the overall income level, (4) positioning products "if not stop by the UKM Charistine
Judge means has not been to Padang", (5) product strategy of adaptation and expansion of the
communication, (6) pricing strategy Penertation Princing, (7) promotion strategy the strategy of
expanding Communication (8) the distribution strategy through intermediaries and Partners in Asean
countries and cooperation by establishing an Export Organization. Finally the author suggests UKM
Christine Hakim in the Asean Regional market entry, and to enter the Asean Regional markets by
implementing a marketing strategy (STP) strategies and marketing mix.