SEGMENTATION, TARGETING, AND MARKETING MIX STRATEGIES OF PALM SUGAR INDUSTRIES IN BANYUMAS REGENCY, INDONESIA

Abstract

Palm sugar is one of the potential commodities in Indonesia, especially in the Banyumas Regency. This commodity has been marketed domestically and also exported to various countries. Its success cannot be separated from the marketing strategy carried out by the palm sugar industries. The purpose of this study was to determine the strategy of segmentation, targeting, and marketing mix of the palm sugar industries in Banyumas Regency. The method used is a qualitative research which is analyzed with an interactive model. The results of this study indicate that there are similarities in marketing strategies in segmentation strategies, targeting between industries and slight differences in marketing mix strategies.