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p-Index From 2021 - 2026
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All Journal International Journal of Economics, Management, Business, and Social Science
Djuwitawati Ratnaningtyas
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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An Analysis of Segmentation, Targeting, and Positioning Strategies at Tahu Uap Mas Heri in Madiun Djuwitawati Ratnaningtyas; Fatchur Rochman; Nurharibnu Wibisono; Esther Ningtyas Rimbawati; Yeni Kurniawati
International Journal of Economics, Management, Business, and Social Science (IJEMBIS) Vol. 6 No. 2 (2026): May, 2026
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/dezeab83

Abstract

This study examines the segmentation, targeting, and positioning (STP) strategies implemented by Tahu Uap Mas Heri in Madiun Regency, Indonesia. A descriptive qualitative case-study design was employed, with data collected through a semi-structured interview with the business owner, non-participant observations at the Jiwan, Mojopurno, and Kincang Wetan outlets, and analysis of promotional materials and November 2025 sales records. The data were analyzed through condensation, thematic display, cross-outlet comparison, and conclusion verification. The findings show that the business segments its market geographically according to outlet accessibility; demographically into students, workers, homemakers, families, and middle-income consumers; psychographically into consumers concerned with freshness, hygiene, convenience, and less oily food; and behaviorally according to consumption occasions and portion preferences. Its principal target markets are families and consumers from the Millennial and Generation Z cohorts. The product is positioned as a flavorful, warm, hygienic, and perceived-healthier alternative to conventional fried-tofu snacks through its steaming concept, visible freshness, transparent preparation, and distinctive chili sauce. The Jiwan outlet contributed 46.15% of total sales, followed by Mojopurno at 30.77% and Kincang Wetan at 23.08%. The study concludes that integrating product innovation with a focused STP strategy enables a local culinary enterprise to assign new market meaning to a familiar food and establish competitive differentiation.
Co-Authors Esther Ningtyas Rimbawati Fatchur Rochman Nurharibnu Wibisono Yeni Kurniawati