Analisis Kesesuaian Segmenting, Targeting, Positioning Dengan Program Promosi Penjualan PT Tunas Toyota Cilegon

Abstract

This research aims to analyze the implementation of the Segmentation, Targeting, Positioning (STP) strategy at PT. Toyota Cilegon. The type of research used in this research is qualitative research. The research was carried out at PT. Toyota chose 3 informants, namely 1 person from each sales supervisor. The data collection technique used was in-depth interview technique. The research results show that by implementing the segmentation, targeting and positioning (STP) marketing strategy it will be able to help the management of PT. Toyota Cilegon in marketing Toyota car products to consumers according to their wants and needs. By implementing good sales promotions, PT Toyota Cilegon product sales will increase.