STRATEGI PEMASARAN SONIC CHICKEN PEKALONGAN MENGGUNAKAN ANALISIS SEGMENTING, TARGETING, POSITIONING DAN MARKETING MIX - Sanana, Ahmad Aslih; Bakhtiar, Arfan (Program Studi Teknik Industri, Fakultas Teknik, Universitas Diponegoro, 2024)
AbstrakPendapatan bulanan Sonic Chicken mengalami penurunan, mendorong perlunya pengembangan strategi bisnis yang efektif. Dalam menghadapi persaingan di industri kuliner Pekalongan, Sonic Chicken berupaya tumbuh melalui kemitraan dalam industri makanan cepat saji. Kurangnya pemahaman konsep Segmentasi, Targeting, dan Positioning (STP) oleh sebagian pemasar daerah menyebabkan kesalahan dalam perencanaan pemasaran. Penelitian ini bertujuan untuk menganalisis strategi pemasaran Sonic Chicken Pekalongan melalui pendekatan STP dan marketing mix. Metode penelitian bersifat deskriptif dengan menggunakan wawancara, dan data dianalisis secara kualitatif. Sonic Chicken menerapkan segmentasi geografis dan demografis, serta mengadopsi strategi targeting spesialisasi produk. Posisi pasar ditegakkan berdasarkan harga, kualitas produk, dan penempatan relatif terhadap pesaing. Strategi pemasaran mix Sonic Chicken mencakup variasi produk, seperti olahan ayam dan fried chicken, serta berbagai minuman. Harga, distribusi, dan promosi menjadi aspek utama dalam strategi pemasaran Sonic Chicken. Penelitian ini dilaksanakan pada Sonic Chicken di Pekalongan, Jawa Tengah, mulai Februari 2022. Temuan segmentasi mencakup aspek geografis dan demografis, dengan strategi targeting yang menekankan spesialisasi produk. Sonic Chicken menempatkan diri berdasarkan harga, kualitas, dan posisi pesaing. Strategi marketing mix Sonic Chicken mencakup variasi produk dan fokus pada harga, distribusi, dan promosi.Kata kunci: Pemasaran, Segmenting, Targeting, Positioning dan Marketing Mix.AbstractSonic Chicken's monthly income continues to decline, prompting the need for the development of an effective business strategy. Faced with competition in the culinary industry in Pekalongan, Sonic Chicken strives to grow through partnerships in the fast-food industry. The lack of understanding of the Segmenting, Targeting, and Positioning (STP) concept by some marketers in the area has led to mistakes in marketing planning. This study aims to analyze the marketing strategy of Sonic Chicken in Pekalongan through the STP approach and the marketing mix. The research method is descriptive, utilizing interviews, and the data is qualitatively analyzed. Sonic Chicken employs geographical and demographic segmentation, adopting a targeting strategy emphasizing product specialization. Market positioning is established based on price, product quality, and relative placement compared to competitors. Sonic Chicken's marketing mix strategy includes a variety of products, such as processed chicken and fried chicken, as well as various beverages. Price, distribution, and promotion are key aspects of Sonic Chicken's marketing strategy. This research was conducted at Sonic Chicken in Pekalongan, Central Java, starting from February 2022. Findings regarding segmentation include geographical and demographic aspects, with a targeting strategy emphasizing product specialization. Sonic Chicken positions itself based on price, quality, and competitor positioning. Sonic Chicken's marketing mix strategy encompasses product variations and focuses on price, distribution, and promotion.Keywords: Pemasaran, Segmenting, Targeting, Positioning dan Marketing Mix