STP-based marketing strategy in Paper Mill Industry: A Case Study of expansion from East Java to Jabodetabek
Keywords:
STP, Marketing Strategy, Paper Mill, Paper Core, Paper Tube, Market Expansion, JabodetabekAbstract
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.
References
Fadhillah, R., Anam, S., & Mashudi, M. (2023). Analisis penerapan segmenting, targeting, positioning (STP) terhadap strategi pemasaran UMKM di Indonesia. Jurnal Sosial Ekonomi dan Humaniora (JSEH), 9(1), 45–56. https://journal.uaindonesia.ac.id/index.php/JSE/article/view/555
Hasan, M., & Ali, R. (2020). The role of market segmentation and targeting in improving competitive advantage. Journal of Marketing Strategy, 12(3), 145–158.
Imansyah, A., Hans, A., & Triastuti, D. (2023). Pengaruh segmenting, targeting, dan positioning terhadap keputusan pembelian konsumen di sektor B2B. Jurnal Produktivitas: Jurnal Fakultas Ekonomi Universitas Pamulang, 10(2), 104–115. https://ejurnal.stieipwija.ac.id/index.php/prc/article/view/647
Kalam, M., Nuryani, N., & Hidayat, R. (2023). Strategi segmenting, targeting, dan positioning dalam meningkatkan daya saing produk industri di era digital. Jurnal Ilmu Komunikasi UHO, 4(2), 78–90. https://jurnalilmukomunikasi.uho.ac.id/index.php/journal/article/download/79/83/1063
Kotler, P., & Armstrong, G. (2020). Principles of marketing (18th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2020). MKTG: Principles of marketing (13th ed.). Cengage Learning.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.
Nurhayati, L., & Sari, E. N. (2022). Analisis segmentasi dan positioning dalam meningkatkan daya saing pemasaran pada perusahaan manufaktur. Jurnal Pemasaran Modern, 3(1), 12–23.
Parenden, R., & Junaidin, M. (2024). Analisis strategi segmenting, targeting, positioning (STP) terhadap produk baru sebagai upaya peningkatan penjualan. Jurnal Ekonomi dan Riset (JER), 4(2), 155–168. https://jurnal.feb-umi.id/index.php/JER/article/download/1505/1076/4796
Prasetyo, A., & Utami, W. (2021). Analisis targeting pasar dalam strategi pemasaran perusahaan manufaktur. Jurnal Ekonomi dan Manajemen, 8(2), 88–97.
Pratama, F., & Susanti, L. (2021). STP-based expansion strategy in regional markets: Evidence from manufacturing sector. Journal of Business Research and Innovation, 14(1), 33–45.
Putri, N. A., & Fauziya, A. (2022). Implementasi strategi segmenting, targeting, dan positioning terhadap perluasan pasar di era digital. Jurnal Ekonomi, Manajemen, dan Sistem Informasi (JEMSI), 3(4), 189–198. https://journal.lembagakita.org/index.php/jemsi/article/view/2588
Rahmawati, E., & Puspitasari, D. (2022). Peran segmentasi geografis dalam memperluas pasar industri manufaktur berbasis bahan baku kertas. Jurnal Ilmu Manajemen dan Bisnis, 10(1), 45–59.
Susanto, R., & Wulandari, S. (2023). Strategi positioning berbasis kualitas dalam meningkatkan loyalitas pelanggan industri B2B. Jurnal Pemasaran dan Kewirausahaan Indonesia, 5(3), 102–115.
Tjiptono, F. (2019). Strategi pemasaran (5th ed.). Yogyakarta: Andi Offset.
Widanta, I. P., Murti, D., & Fadhilah, N. (2023). Peran positioning dalam meningkatkan citra merek dan loyalitas pelanggan pada industri jasa keuangan syariah. Jurnal Inovasi Ekonomi dan Bisnis (INOVASI), 5(1), 44–57. https://openjournal.unpam.ac.id/index.php/Inovasi/article/view/29239
Yin, R. K. (2021). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
