Abstract:Persaingan perusahaan bukan hanya berfokus pada bauran pemasaran, namun harus eksis menunjukkan formulasi inovasi strategi. Bolu kering Mak Plengeh sebagai produk unggulan UD Wahyu Jaya Kediri untuk mempertahankan mind share, perlu menerapkan strategi segmenting, targeting, dan positioning (STP) secara tepat. Penelitian bertujuan mengetahui performa STP untuk mempertahankan mind share produk. Penelitian menggunakan pendekatan kualitatif berjenis deskriptif. Pengumpulan data melalui observasi, wawancara, dan … Show more
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