ANALISIS TARGET PASAR DENGAN METODE STP DAN 7P PADA PERUSAHAAN PT FREIGHT SOLUTION INDONUSA CABANG BANDUNG

Akbar, Muhammad Yksel
Fauzan, Tribowo Rachmat
Kartini, Richa Apriliya

Responsive: Jurnal Pemikiran dan Penelitian Administrasi, Sosial, Humaniora dan Kebijakan Publik
Vol 8, No 1 (2025): Responsive: Jurnal Pemikiran Dan Penelitian Administrasi, Sosial, Humaniora Dan

Penelitian ini membahas peran penting freight forwarding dalam rantai pasokan global, serta analisis target pasar dan optimalisasi layanan pada PT. Freight Solution Indonusa. Pokok permasalahannya mencakup kurangnya visibilitas operasi, kekurangan kontainer, dan gangguan pandemi COVID-19 yang mempengaruhi industri ini. Tujuan penelitian adalah untuk menganalisis target pasar menggunakan metode STP (Segmenting, Targeting, Positioning) dan marketing mix 7P (Product, Price, Place, Promotion, People, Process, Physical Evidence) guna meningkatkan layanan customer dan potensi repeat order. Metode yang digunakan adalah studi kasus kualitatif yang mendalam pada PT. Freight Solution Indonusa. Hasil penelitian menunjukkan bahwa analisis target pasar yang komprehensif dan penerapan metode pemasaran yang tepat dapat meningkatkan kepuasan customer, memperluas pangsa pasar, dan mencapai keberlanjutan bisnis jangka panjang. Kesimpulan dari penelitian ini adalah bahwa PT. Freight Solution Indonusa perlu terus mengadopsi teknologi canggih, melatih karyawan, dan melakukan personalisasi layanan untuk tetap kompetitif dan memenuhi kebutuhan pelanggan secara optimal. This study discusses the crucial role of freight forwarding in the global supply chain, as well as market target analysis and service optimization at PT. Freight Solution Indonusa. The key issues include a lack of operational visibility, container shortages, and disruptions due to the COVID-19 pandemic affecting the industry. The research aims to analyze the target market using the STP (Segmenting, Targeting, Positioning) method and the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) to enhance customer service and potential repeat orders. The method used is an in-depth qualitative case study at PT. Freight Solution Indonusa. The results show that comprehensive target market analysis and the application of appropriate marketing strategies can increase customer satisfaction, expand market share, and achieve long-term business sustainability. The conclusion of this study is that PT. Freight Solution Indonusa needs to continuously adopt advanced technology, train employees, and personalize services to remain competitive and meet customer needs optimally.