ANALISIS PENERAPAN STRATEGI SEGMENTING TARGETING POSITIONING (STP) PT INDOTAMA SERAYA ARTHA AREA JATIM 1

This research aims to analyze the application of the Segmenting, Targeting, and Positioning (STP) strategy at PT Indotama Seraya Artha, specifically in the Jatim 1 region. The study investigates the fluctuating profitability caused by ineffective market segmentation and poor product positioning. A qualitative approach was employed, with data collected through observations, in-depth interviews, and relevant documentation of the company's marketing activities. The results emphasize the importance of accurately segmenting the market, targeting appropriate consumer segments, and positioning products effectively to meet consumer needs and preferences. The findings reveal that the successful implementation of the STP strategy significantly improved distribution efficiency, reduced product return rates, and helped stabilize profitability. In conclusion, this study underscores the critical role of a well-implemented STP strategy in addressing market challenges and enhancing corporate performance in a sustainable manner.