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Segmentation, Targeting, And Marketing Mix Strategies Of Palm Sugar Industries In Banyumas Regency, Indonesia

Author

Listed:
  • Yusuf Enril Fathurrohman

    (Department of Agribusiness, Faculty of Agriculture and Fisheries Universitas Muhammadiyah Purwokerto)

  • Anis Syafira

    (Department of Agribusiness, Faculty of Agriculture and Fisheries Universitas Muhammadiyah Purwokerto)

  • Rutri Wahidiana

    (Department of Agribusiness, Faculty of Agriculture and Fisheries Universitas Muhammadiyah Purwokerto)

Abstract

Palm sugar is one of the potential commodities in Indonesia, especially in the Banyumas Regency. This commodity has been marketed domestically and also exported to various countries. Its success cannot be separated from the marketing strategy carried out by the palm sugar industries. The purpose of this study was to determine the strategy of segmentation, targeting, and marketing mix of the palm sugar industries in Banyumas Regency. The method used is a qualitative research which is analyzed with an interactive model. The results of this study indicate that there are similarities in marketing strategies in segmentation strategies, targeting between industries and slight differences in marketing mix strategies.

Suggested Citation

  • Yusuf Enril Fathurrohman & Anis Syafira & Rutri Wahidiana, 2022. "Segmentation, Targeting, And Marketing Mix Strategies Of Palm Sugar Industries In Banyumas Regency, Indonesia," Food & Agribusiness Management (FABM), Zibeline International Publishing, vol. 3(1), pages 01-04, January.
    • Handle: RePEc:zib:zbfabm:v:3:y:2022:i:1:p:01-04
    DOI: 10.26480/fabm.01.2022.01.04
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    References listed on IDEAS

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    1. ming, Luo & GuoHua, Zhou & Wei, Wei, 2021. "Study of the Game Model of E-Commerce Information Sharing in an Agricultural Product Supply Chain based on fuzzy big data and LSGDM," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    2. Kushwaha, Gyaneshwar Singh & Agrawal, Shiv Ratan, 2015. "An Indian customer surrounding 7P׳s of service marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 85-95.
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