Analysis Segmentation, Targeting, and Positioning (STP) Toward The Development of Halal Hanwoo Beef in South Korea

Saputra, Inggrit Faza and Soepatini, S.E., M.Si., Ph.D, Soepatini, S.E., M.Si., Ph.D (2020) Analysis Segmentation, Targeting, and Positioning (STP) Toward The Development of Halal Hanwoo Beef in South Korea. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The increasing number of Muslims in South Korea is driven by several factors; such as the spread of the Hallyu or Korean Wave and the increasing number of people converting to Islam, are the reasons for the increasing demand for halal food in South Korea. One of South Korea's representative foods, Hanwoo beef is not available in halal variants yet. The purpose of this study is to analyze the segmentation, targeting, and positioning strategies for the development of halal Hanwoo beef products in South Korea. This study uses descriptive qualitative research to analyze the problem formulation in accordance with the phenomenon that occurs. The result indicates that the segmentation strategy that can be applied to this product is demographic segmentation based on religion. The targeting strategy that can be used is a concentrated targeting strategy that will only focus on offering certain types of products in one or more segments. The positioning strategy that will be formed in the minds of consumers towards this product is a new innovation as the first Hanwoo halal product in South Korea.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Segmentation, Targeting, Positioning, Daging Halal Hanwoo
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	INGGRIT FAZA SAPUTRA
Date Deposited:	14 Oct 2020 03:41
Last Modified:	14 Oct 2020 03:41
URI:	http://eprints.ums.ac.id/id/eprint/86422

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