<![CDATA[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.]]>
Copyrights © 2026
