Aplikasi Analisis STP (Segmenting, Targeting, dan Positioning) dalam Merancang Strategi Pemasaran Produk Turunan Andaliman

Abstract

The area of Lake Toba has been proclaimed by the Government to be one of the ten National Tourism Strategic Areas. To improve the appeal of tourists is required the development of the 3A aspect of access, amenities, and attractions. Development of tourist attraction aspects can be through the development of a typical commodity that has the appeal to be spent by tourists. The Andaliman Toba plant (Zanthoxylum acanthopodium) is one of the endemic herbs in the forest area of Toba Lake area. The reliable derivative products have the potential to be one of the typical souvenir products of Toba Lake area. In the development of the Andaliman derivative products as one of the specialty products of Toba Lake region, there is a plan of marketing strategy that is able to maintain the competitiveness of products of Andaliman seed derivatives in the market. The purpose of this research is to formulate a market strategy for the product of a reliable derivative. The formulation of this market strategy begins with determining market segmentation, target market and market positioning (STP). The results that can be from STP analysis are draft of the reliable derivative product strategies to enter the appropriate market segments in offering their products into several groups of market consumers. This research focuses on two derivative products namely, Mie Andaliman and Balsam Andaliman. Based on the results of the survey of 100 respondents, it was found that the market segment for derivative products is female gender tourists who are 17-35 years old who are students and come from outside the area of Toba Lake region.