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All Journal Business and Entrepreneurial Review
Hamdani, Meilani
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Decision Sciences, Operations Research & Management

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Analysis of Segmentation, Targeting, and Positioning in Technology Companies Hartanto, Jason; Hamdani, Meilani; Budiman, Stefanie Gabriella; Wijaya, Justin
Business and Entrepreneurial Review Vol. 24 No. 2 (2024): October
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v24i2.22340

Abstract

This study analyzes the segmentation, targeting, and positioning (STP) strategies employed by Samsung and Apple in the competitive smartphone industry. By leveraging a structured segmentation framework, this research identifies key factors influencing consumer preferences, including geographic, demographic, and psychographic characteristics. The findings indicate that both companies employ differentiated targeting strategies tailored to specific consumer segments, emphasizing product attributes such as innovation, design, and brand image. Additionally, the study examines how positioning strategies shape consumer perceptions and brand loyalty. The results contribute to understanding STP implementation in leading technology firms, offering insights into optimizing marketing strategies for enhanced competitive advantage.
Co-Authors Budiman, Stefanie Gabriella Hartanto, Jason