ANALYSIS OF MARKET SEGMENTATION STRATEGY ON MIXUE TONDO PRODUCTS IN PALU CITY
Muh. Fasbah Hariza1, Nurul Febianti2, Zeferino Carvalho Nai Oqui3, Sri Wanti4

S1 Management Study Program, Faculty of Economics and Business, Tadulako University

Abstract

This study aims to analyze the market segmentation used by Mixue Tondo, Palu City. Market segmentation is an important element in a marketing strategy because it allows companies to understand and identify customer groups with similar characteristics. The method used in this study is descriptive qualitative with interview techniques, observation, documentation conducted to obtain data from employees, and literature review study techniques. The results of the study indicate that the market segmentation of Mixue Tondo, Palu City is dominated by young people aged 15 to 30 years, especially students who are very interested in unique and cheap products. However, this study also found that the segmentation of families and consumers aged over 30 years has not been optimally reached, indicating that there is an opportunity for market development. The results indicate that this study allows Mixue to expand its market segmentation in Tondo, Palu City. By making the right adjustments, the company can increase its appeal in several segments and strengthen its position in the food and beverage industry in the area.

Keywords: Marketing Strategy, Market Segmentation, Product

Topic: Marketing and Digital Marketing