Implementasi Strategi Segmentasi dan Positioning Radio Romansa FM Ponorogo dalam Upaya Merebut Pangsa Pasar

Abstract: Due to the demand of globalization era, it triggered competition among companies to fight for market share, one of which is a media company such as radio. Although the development of technology is increasing, radio is still popular media. Therefore, in order to attract market share and retain listeners, radio is required to determine the precise marketing strategy. Several marketing strategies that can be used is segmentation, targeting and positioning. This study aims to determine the segmentation and positioning strategy on the FM Romansa Radio Ponorogo. It employed descriptive qualitative research. The result of analysis showed that FM Romansa Radio Ponorogo apply demographic and psychographic variables to determine the audience segmentation. Whereas in its positioning, the FM Radio Ponorogo Radio is at the level of superiority and differentiation in the competition between radios in Ponorogo. Also, it employed selective specialization to determine the market share and user positioning for its positioning strategy.ملخص:في هذا العصر الحاضر عصر العولمة قد ظهرت التنافس وازدادت بين الشركات على انتزاع سهم السوق، منها شركة إعلامية مثل الإذاعة. على الرغم من تقدم تطوير التكنولوجيا، لا تزال الإذاعة شائعًا ومحبا لدى العديد من الناس. من أجل ذلك للحصول على انتزاع سهم السوق والمحافظة مما سبق، تستلزم وسائل الإعلام كالإذاعية على تحديد استراتيجية التسويق الضابطة، منها استراتيجية التصنيف والاستهداف وتحديد المكانة. يهدف هذا البحث على معرفة تحديد التصنيف، وتحديد المكانة وتنفيذ كل من الاستراتيجيات على Romansa FM بفونوروغو للإذاعة. وقد استخدمت في هذه الدراسة طريقة البحث النوعي الوصفي. من تحليل الحقائق والبيانات، حصلت الدراسة على أن Romansa FM بفونوروغو للإذاعة استخدمت متغيرات التجزئة الديموغرافية والتجزئة السيكوغرافية لتحديد تصنيف مستمعيها. وأما في تحديد المكانة ، فإنّ Romansa FM بفونوروغو للإذاعة كانت على مستوى التفوق والتميز في المنافسة بين أجهزة الإذاعة الأخرى بولاية فونوروغو. وقد قام Romansa FM بفونوروغو للإذاعة بتنفيذ استراتيجية التصنيف وتحديد المكانة. كما قد استخدم Romansa FM بفونوروغو للإذاعة على التخصص الانتقائي لتحديد موقع السوق والمستعمل (تحديد المكانة بناءً على المستخدمين) لاستراتيجية تحديد المكانة الخاصة به.Abstrak: Era globalisasi saat ini semakin memicu persaingan antar perusahaan untuk memperebutkan pangsa pasar, salah satunya adalah perusahaan media seperti radio. Meskipun perkembangan teknologi semakin maju, namun radio masih digemari oleh banyak orang. Oleh sebab itu, untuk merebut pangsa pasar dan mempertahankan pendengar, media radio dituntut untuk menentukan strategi pemasaran yang tepat. Salah satu jenis strategi pemasaran yang bisa digunakan adalah segmentasi, targeting dan positioning. Penelitian ini bertujuan untuk mengetahui segmentasi, positioning serta implementasi strategi keduanya di Radio Romansa FM Ponorogo. Dalam penelitian ini, metode yang digunakan adalah metode penelitian kualitatif deskriptif. Dari analisis data ditemukan bahwa Radio Romansa FM Ponorogo menggunakan variabel demografis dan psikografis untuk menentukan segmentasi pendengarnya. Sedangkan dalam positioningnya, Radio Romansa FM Ponorogo berada pada tingkat superioritas dan diferensiasi dalam persaingan antar radio di Ponorogo. Radio Romansa FM Ponorogo juga telah mengimplementasikan strategi segmentasi dan positioning. Radio Romansa FM Ponorogo menggunakan spesialisasi selektif untuk menentukan pasar dan user positioning (positioning berdasarkan pengguna) untuk strategi positioningnya.

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Analysis of Marketing Strategies to Increase Sales at PT. Karya Tunggal Properti

Jurnal Office ◽

10.26858/jo.v4i2.13374 ◽

2018 ◽

Vol 4 (2) ◽

pp. 103

Author(s):

Aidil Amin Effendy

Keyword(s):

Qualitative Research ◽

Data Collection ◽

Qualitative Methods ◽

Marketing Strategy ◽

General Property ◽

Deep Understanding ◽

Study Data ◽

Marketing Strategies ◽

Research Approach ◽

Sales Growth

Innovative and creative marketing strategies must always be carried out so that the company does not experience a loss in sales so that if it is unable to compete with other companies. The purpose of this study was to determine the implementation of the marketing strategy of PT. Karya Tunggal Properti Pamulang Tangerang Selatan and know the implementation of the marketing strategy of PT. Karya Tunggal Properti Pamulang, Tangerang Selatan to increase sales. In this study, the research approach used is to use qualitative methods. Qualitative research is aimed at gaining a deep understanding of the situation at hand. In this study, data collection techniques used in qualitative methods are interviews, observation, and documentation. The research results obtained, namely in general property products managed by PT. Karya Tunggal Properti experienced sales growth from year to year, but the target of the company has not been achieved. The unit sales data obtained are a total of 20 housing units sold from 2017 totaling 8 units and in 2018 totaling 12 units, while the target given by the company is 36 units so that the realization of the percentage obtained only reaches 22.22% and 33.33 %, but sales from 2017 to 2018 increased by 11.11%. The success of increasing sales of PT. Karya Tunggal Properti for 1 year was obtained from the implementation of marketing strategies, including product strategy, price, promotion, and place.

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Opentable as a marketing strategy for modern Muslim funeral product in Indonesia

Journal of Islamic Marketing ◽

10.1108/jima-02-2021-0053 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Witanti Prihatiningsih ◽

Ninis Agustini Damayani ◽

Asep Suryana ◽

Susie Perbawasari

Keyword(s):

Qualitative Research ◽

Marketing Strategy ◽

Design Methodology ◽

Phenomenological Approach ◽

Marketing Strategies ◽

Future Research ◽

Content Type ◽

Funeral Home ◽

Potential Customers ◽

Practical Implications

Purpose The Opentable strategy is considered a taboo because of its ability to take advantage of peoples’ grief. Therefore, this study aims to explore the Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products, considered a luxury by most people in Indonesia. Design/methodology/approach This is a qualitative research with a phenomenological approach used to collect data from six Memorial Advisors (MAs) through interviews. Findings The result showed that the Opentable strategy was carried out to introduce the concept of a modern Muslim funeral home and its products. Furthermore, MA does not encourage sales during Opentable, rather, it uses the process to obtain complete data from potential customers. Practical implications This research serves as a guidance for MA and other similar professions to socialize products uncommon or considered taboo in society. It also provides a repertory of new marketing strategies, especially for targeted and uncommon products. Originality/value To the best of the knowledge, this is the first research to explore Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products in Indonesia. Therefore, future research is needed on other marketing strategies.

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Marketing Strategy and Differential Advantage

Journal of Marketing ◽

10.1177/002224298304700207 ◽

1983 ◽

Vol 47 (2) ◽

pp. 68-75 ◽

Cited By ~ 42

Author(s):

Victor J. Cook

Keyword(s):

Marketing Strategy ◽

Market Share ◽

Marketing Mix ◽

Portfolio Analysis ◽

Marketing Strategies ◽

Strategic Marketing ◽

New Paradigm ◽

Methods Of Analysis ◽

Theoretical Function ◽

Strategic Force

Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.

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SOTO KWALI SOLO MBOK DARMI'S FAMILY BUSINESS STRATEGY IN INCREASING SALES IN SEMER 50, KEROBOKAN, KUTA, BADUNG REGENCY, BALI

International Journal of Family Business Practices ◽

10.33021/ijfbp.v3i2.1334 ◽

2021 ◽

Vol 3 (2) ◽

pp. 47

Author(s):

I Wayan Ruspendi Junaedi

Keyword(s):

Qualitative Research ◽

Marketing Strategy ◽

Family Business ◽

Consumer Culture ◽

Business Strategy ◽

Research Method ◽

Research Problem ◽

Marketing Strategies ◽

Use Of Technology ◽

The Family

Soto Kwali Solo Mbok Darmi is a family business located on Jl. Semer No 50 Kerobokan Village, Kuta District, Bali Province, established in 2016. The research problem is “What is the strategy used by the management of Soto Kwali Solo Mbok Darmi in increasing its sales?” The purpose of this research is to determine the strategies used by the management of Soto Kwali Solo Mbok Darmi in increasing sales. The research method used is a qualitative research method, by conducting observations, interviews with owners and managers of Soto Kwali Solo Mbok Darmi, and documentation. The findings and analysis are that in the process of making and presenting Soto Kwali Solo Mbok Darmi, they were very concerned with cleanliness, employee hospitality, food delicacy, and ethics and consumer culture so that they have many consumers. Initially they only use conventional marketing strategies. However, eventually it changed, and the strategy used in increasing their sales was to provide training to all employees in management and marketing management and the use of technology related to GoFood and Grab. This business is sufficiently developed to its maximum potential so that its sales turnover is quite interesting. In the end, they were able to increase sales of the business. The marketing strategy is getting better because it uses a marketing strategy using Social Media through Facebook, Instagram, and WhatsApp, as well as GoFood and GrabFood. The family business of Soto Kwali Solo Mbok Darmi can develop, sales turnover is increasing, and provides inspiration to the community to become entrepreneurs so as to improve the welfare of the business.Keywords: Menu, Strategy, Soto Kwali Solo Mbok Darmi Family Business, Marketing and Sales.

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STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN MARKET SHARE SEGMEN REMAJA PT TELKOMSEL DI KOTA SURABAYA

REPRESENTAMEN ◽

10.30996/.v3i02.1414 ◽

2018 ◽

Vol 3 (02) ◽

Author(s):

Deliana Putri Agustin

Keyword(s):

Qualitative Research ◽

Market Share ◽

Marketing Mix ◽

Communication Strategy ◽

Marketing Communication ◽

Product Price ◽

Descriptive Research ◽

Key Informant ◽

Depth Interviews ◽

Descriptive Qualitative

Deliana Putri Agustin, Marketing Communication Strategy In Improving Market Share YouthSegment PT Telkomsel in Surabaya City. This study aims to describe the marketing communicationstrategy conducted by PT Telkomsel in increasing the market share in Segment Youth based on kotlertheory (1976: 46) which is Marketing Mix consisting of Four P (4P) ie product, price, place, place),and promotion (promotion) and AIDDA Theory (Attention, Interest, Desire, Decision, Action). Thetype of this research is descriptive qualitative, that is descriptive research which describes factfactually and meticulously as well as qualitative research which yields findings that can not beobtained by statistic or measurement. This research describes marketing communication strategyconducted by PT Telkomsel assisted by SPV Youth and Community Telkomsel Branch Surabya,covering product (product), price (price), place (place), and promotion (promotion). Data collectedthrough in-depth interviews SPV Youth and Community Branch Surabaya as representative of PTTelkomsel as Key Informant and some staff as informant as well as to test the validity of data. Theresult of the research shows that the fourth communication strategy conducted by PT Telkomsel inincreasing the market share of youth segment is by promotion.Keywords : Marketing Communication Strategy

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Javanese Cultural Values of the Yogyakarta Palace in the Film ‘Marak: Mresani Panji Sekar’

Hortatori : Jurnal Pendidikan Bahasa dan Sastra Indonesia ◽

10.30998/jh.v5i2.776 ◽

2021 ◽

Vol 5 (2) ◽

pp. 178-187

Author(s):

Yulian Dinihari ◽

Zuriyati Zuriyati ◽

Ninuk Lustyantie

Keyword(s):

Qualitative Research ◽

Cultural Values ◽

Research Method ◽

Popular Media ◽

Cultural Learning ◽

Qualitative Research Method ◽

Study Material ◽

Interesting Study ◽

Descriptive Qualitative

Film is one of the effective and popular media in cultural learning, both local and foreign cultures. The film that is used as the object of research by the researcher is the film 'Marak: Mresani Panji Sekar'”. This film becomes an interesting study material because it explains the Javanese culture of the courtiers of the Yogyakarta Palace who will focus more on culture in the film. This research uses descriptive qualitative research method. Analyzing cultural values by means of observation and study of documents in films in an effort to gain an overview and understanding of what is being studied. The values obtained are in the form of many values contained in it, namely the values of honor, trust, politeness, responsibility, and art. Describe the Javanese values of the Yogyakarta Palace which are shown in the film 'Marak: Mresani Panji Sekar' and reveal and understand the meaning contained in these traditional values.Keywords: Film, Values, Javanese Cultural

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The marketing strategy of firms: an inside out perspective

Independent Journal of Management & Production ◽

10.14807/ijmp.v9i3.757 ◽

2018 ◽

Vol 9 (3) ◽

pp. 889

Author(s):

Aschalew Degoma Durie ◽

Dr. Getie Andualem

Keyword(s):

Qualitative Research ◽

Marketing Strategy ◽

Comparative Advantage ◽

Marketing Strategies ◽

Global Markets ◽

Research Approach ◽

Case Study Design ◽

Inside Out ◽

Textile Sector

The objective of the study was to examine the marketing strategies of Ethiopian medium and large textile companies. The textile sector became the focus of this study because the sector has performed far below than expected, despite the government‘s continued support to and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The case companies were selected based on two criteria; production of finished textile products and operation in both local and global markets. Accordingly, nine companies qualified these criteria and all of them were used as cases. The RBT was the theory employed to explain the differences in performances among firms’ in similar environment. Furthermore, within and cross case analyses were employed to get in-depth understanding about the marketing strategies of the case companies.

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DIGITAL MARKETING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN “WAROENK ORA UMUM” DALAM MENINGKATKAN JUMLAH KONSUMEN

Jurnal Riset Komunikasi ◽

10.24329/jurkom.v1i1.21 ◽

2018 ◽

Vol 1 (1) ◽

pp. 147-157

Author(s):

Ascharisa Mettasatya Afrilia

Keyword(s):

Qualitative Research ◽

Data Collection ◽

Marketing Strategy ◽

Statistical Data ◽

Marketing Strategies ◽

Digital Marketing ◽

Migrant Population ◽

Business People ◽

Targeted Marketing ◽

The City

Purwokerto is the capital of Banyumas Regency as a growing and developing small tow. Purwokerto has experienced population transformation in terms of both quantity and quality. Based on statistical data can be seen that the population in the city per year 2014 ranged between 292,782 people with an area of 38.58 KM². The increase of population per year is also increasing along with the number of migrant population. This is an opportunity for business people are no exception to the culinary business. Waroenk Ora Umum is one type of culinary business which is quite rapid growth in the city of Purwokerto. Along with the current milenal era, it is necessary to further explore the marketing strategy of targeted marketing communications. And digital marketing is one strategy that has enough impact to increase the number of consumer culinary business in this era. This study used qualitative research methods. Data collection is done by observation, documentation, and interview. The results show that Waroenk Ora Umum Purwokerto has utilized digital marketing strategy which is also balanced with other marketing strategies.

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Pemasaran Jasa Pendidikan dan Implementasinya sebagai Strategi Pengembangan Pendidikan di SMP Muhammadiyah 1 Depok Sleman Yogyakarta

MANAGERIA Jurnal Manajemen Pendidikan Islam ◽

10.14421/manageria.2019.41-08 ◽

2019 ◽

Vol 4 (1) ◽

pp. 127-146

Author(s):

Muhammad Iqbal

Keyword(s):

High School ◽

Qualitative Research ◽

Public Relations ◽

Marketing Strategy ◽

Junior High School ◽

Junior High ◽

Geographical Location ◽

Marketing Strategies ◽

Educational Services ◽

Theory Approach

This research focused on the experience of Muhammadiyah Junior High School I (SMP 1) in Depok Sleman Yogyakarta in improving students trust and choice to study in the institution through an education marketing strategy. How the strategy of marketing is developed and work for educational services and its implementation is highlighted in this study. Using a qualitative research this paper utilizes the marketing strategy theory approach to educational services. The data were collected through: (1) observation, (2) documentation, and (3) in-depth interviews with school principals, public relations staff, student affairs, parents and students. It was validated by using source and technical triangulation technique in a qualitative research. The results of the study indicated that: First, the marketing strategy of educational services in improving the educational services in SMP 1 Muhammadiyah Depok, involves: (1) internal, (2) external, and (3) interactive marketing strategies. Second, the implementation of marketing strategies in improving education services in SMP 1 Muhammadiyah Depok covers: (1) implementing market selection strategies by segmenting the market, targeting and positioning. (2) establishing the marketing mix by applying quality products from this junior high school, highlighting its geographical location, applying competitive prices, and carrying out promotional steps. Third, the supporting and inhibiting factors of the marketing strategy in the school were summarized in the strengths, weaknesses, opportunities and threats (SWOT) analysis.

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Analisis Kelayakkan Bisnis Kuliner dan Strategi Pemasaran pada Usaha Waroeng Spesial Sambal Yogyakarta

JESI (Jurnal Ekonomi Syariah Indonesia) ◽

10.21927/jesi.2018.8(1).37-49 ◽

2018 ◽

Vol 8 (1) ◽

pp. 37

Author(s):

Mufti Afif ◽

Isna Arifa

Keyword(s):

Marketing Strategy ◽

Market Share ◽

Market Segmentation ◽

Qualitative Approach ◽

Marketing Strategies ◽

Feasibility Analysis ◽

Business Unit ◽

Future Prospects ◽

The People ◽

Product Marketing

The process of business feasibility analysis is certainly closely related to the management of a business, which will analyze the prospects of market share, future prospects of the product especially to the appropriate marketing strategies to achieve the goals of a business. Waroeng SS is one of the culinary business unit known by the people in Yogyakarta area. This culinary business unit offers products that are different from other food stalls, sambal with various variants but still embed the characteristic of Javanese tongue. And now has earned billions of rupiah in turns per month, and outlets have reached 80 branches in the Java-Bali region. Therefore this paper should like to examine the business feasibility of SS owner in their begining and also to know about their product marketing strategy recently.The type of research in this work uses a qualitative approach by digging data through direct interviews, both to the management of Waroeng SS and some of its customers.The results conclude that business feasibility analysis is well planned; from the process of market determination, market segmentation, location, price and product have all been analyzed. While the marketing strategy which is done just make the customers trusty as their priority then they will certainly share the information to their colleagues.Keywords: Business Feasibility, Strategy, Marketing, Waroeng SS

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