STRATEGIES TO TARGET MARKET SEGMENTS FOR TRADITIONAL FOOD PRODUCTS IN SURABAYA BASED ON COWORKING SPACE

Siswati, Endang (2021) STRATEGIES TO TARGET MARKET SEGMENTS FOR TRADITIONAL FOOD PRODUCTS IN SURABAYA BASED ON COWORKING SPACE. RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences, I (109). pp. 43-46. ISSN 2226-1184 (Online)

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Abstract

This research was conducted in Surabaya and took-up coworking areas in three coworking space business models, namely: coworking satu atap business model, coworking Sub.co, and coworking NIN3 Space. The purpose of this research which is to find out how the strategy in targeting market segments in the coworking space business. This study used a qualitative approach, and the data collection methods used were observation, interviews,documentation and also using triangulation. The results showed that the three co-working spaces aimed the same target such as start-up businessmen, groups of young people, employees, and communities, the three co-working spaces also prioritize maximum customer service. The facilities provided by the three of them are the same as services in a co-working space according to Leforestier (2009). The difference is that one-stop coworking performs a product differentiation strategy, which is to provide traditional food, including sego duro and tahu tek. In line with Tjiptono's theory, which states that differentiated marketing is that companies promote a number of products with various marketing mixes, that is designed to satisfy several market segments, so that the opportunity to satisfy the specific needs of each segment becomes greater. So that in coworking satu atap with the existence of marketing differentiation, through sego duro and tahu tek products, the market segment opportunities becomes wider. With so many cafes and coffee shops, although they are not the same, they also need to be considered, by presenting creativity and innovation so that they are not knocked down by competition

Item Type:	Article
Uncontrolled Keywords:	Strategy of targeting, traditional food, market segments, co-working space
Subjects:	Marketing Management > Marketing
Divisions:	Faculty of Economic & Business
Depositing User:	Perpus Ubhara Surabaya
Date Deposited:	16 Feb 2021 04:20
Last Modified:	22 Mar 2022 04:05
URI:	http://eprints.ubhara.ac.id/id/eprint/674

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