Marketing Strategy Analysis through the Implementation of Segmenting, Targeting, and Positioning in Homza Business

Shafa’ Annisa Puspasari; Ahmad Taufiqurrahman Asy’ari; Fajar Dio Wahyu Tri Amukti; Sudarmiatin Sudarmiatin; Naswan Suharsono

doi:10.55927/ijbae.v4i3.89

Authors

Shafa’ Annisa Puspasari Universitas Negeri Malang
Ahmad Taufiqurrahman Asy’ari Universitas Negeri Malang
Fajar Dio Wahyu Tri Amukti Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang
Naswan Suharsono Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ijbae.v4i3.89

Keywords:

Marketing Strategy, Segmenting, Targeting, Positioning

Abstract

This study explores the application of Segmenting, Targeting, and Positioning (STP) strategies in Homza, a culinary MSME in Malang Regency, to enhance business competitiveness. A qualitative descriptive approach was used through observation, interviews, and documentation. Findings show that Homza segments its market demographically, geographically, and psychographically, focusing on local consumers who enjoy affordable culinary snacks. The business adopts a concentrated marketing strategy, which focuses on one customer segment with specific needs and preferences. Its positioning emphasizes authentic taste, product quality, and competitive pricing. This research provides practical insights for MSMEs seeking to optimize marketing strategies through STP implementation, enabling stronger market positioning and customer engagement within a highly competitive culinary industry.

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