SEGMENTATION, TARGETING, AND POSITIONING TOGAPURI HERB AGROTURISM USING THE STV-TRIANGLE MODEL

• Main Author: Rachmawati (NIM 291 05 116), Elita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6046
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> Togapuri agro tourism is an agro tourism which focuses on herb. It had passed the emergent phase as the starting phase and going trough the rational phase. In the rational phase, a business has to develop a manageable system and convenient strategic management. To build strategy, company needs to understand its market, and it could be started from segmentation. At this time, Togapuri defines its market globally and unsegmented. By this means, Togapuri has to segment and target its market, then determine its positioning. <br /> <br /> <br /> <br /> <br /> <br /> Strategy, as the first dimension of STV-Triangle model could be the solution of those problems. It consists of three elements: segmentation, targeting, and positioning. For segmenting Togapuri s market, dynamic attribute segmentation could be used through questionnaire and analyzed by cluster and discriminant analysis. Whereas, STV-Triangle criterions are used to target Togapuri s market and evaluate Togapuri s positioning. <br /> <br /> <br /> <br /> <br /> <br /> The result shows that Togapuri has three segments, and the target market is customer with expenditure between Rp 2.500.00 - Rp 5.000.000, love to get activity with their family and interest to the health. Based on customer s characteristic, Togapuri s positioning appropriate with the existing market. Nevertheless, Togapuri has to strengthen its positioning through differentiation, infrastructures development that support the positioning, product development, marketing communication, integrated tourism, and market development. <br />