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Nursasi, Farika
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Library & Information Science

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STP-based marketing strategy in Paper Mill Industry: A Case Study of expansion from East Java to Jabodetabek Nursasi, Farika; Sari, Karina Kemala; Sudarmiatin; Wijijayanti, Trisetia
International Humanity Advance, Business & Sciences Vol 3 No 2 (2025): October
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i2.809

Abstract

This study aims to analyze the application of STP-based marketing strategies (Segmenting, Targeting, Positioning) in paper mill companies engaged in the production and sale of Paper Core and Paper Tube, in the context of market expansion from East Java to the Greater Jakarta area. This case study uses a qualitative descriptive approach by collecting data through in-depth interviews, observations, and documentation of the company's marketing activities. The results of the study show that implementing the STP strategy plays a significant role in expanding market reach and increasing companies' competitiveness. Market segmentation is based on geographical variables, industry demographics, and customer behavior, leading the company to target the textile, plastic film, and packaging industries in the Greater Jakarta area. The targeting strategy is focused on medium and large industrial segments with high product quality needs and fast delivery services. In terms of positioning, the company positions itself as a "reliable industry partner in quality Paper Core and Paper Tube solutions with timely service." The implementation of this strategy resulted in a 35% increase in sales in two years, as well as strengthening the company's brand image in the national market. This study emphasizes that STP-based marketing strategies are an important instrument in dealing with the dynamics of the B2B industrial market in the paper mill sector.
Co-Authors Sari, Karina Kemala Sudarmiatin Trisetia Wijijayanti