TA DIGITAL
Implementasi segmenting, targeting dan positioning pada industrial fuel marketing area Jawa bagianTengah PT Pertamina (Persero) marketing operation region IV
PT Pertamina is the state-owned company with the tasks of implementing the exploitation of oil and gas ranging from managing the yield of oil field across Indonesia until processing into various products, providing and serving the needs of oil and gas in Indonesia since 1971.
The purposes of this research were to determine the implementation of segmenting, targeting, and positioning (STP), what are the constraints related to the implementation of STP, and how to overcome obstacles it can be seen right on the STP strategies IFM JBT area of PT Pertamina (Persero) Marketing Operation Region IV.
Method of collecting data with interviews and literature. The research design used descriptive method.
The findings of this research were based on the type segmenting selling price, geographic, and volume purchased. IFM targeting activities to serve all segments of fuel oil industry and shipping. Positioning activities IFM has not been done specifically for each segment, and the related implementation issues arising STP that is the diversity of consumers as well as variations in the level of consumers’ education. The way to overcome is by making the customers’ profile and holding in-house trainings.
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