IMPLEMENTASI STRATEGI SEGMENTING, TARGETING DAN POSITIONING DI LAENA TOUR PEKANBARU

Abstract

Currently the competition in tourism industry is getting tighter. One of the tour and travel
companies which is named Laena Tur Pekanbaru also faces an intense competition in Pekanbaru with
various competitors bith online company and fellow tour and travel company. Therefore, this study
aims to describe the marketing strategy (Segmenting, Targeting and Positioning) in Laena tour
Pekanbaru and describe its implementation. The research’s data was collected through interviews with
the management including employees. The result of research shows that Laena Tour Pekanbaru is using
segmenting base such as geografic segmenting, demografic segmenting, psikografic segmenting. In
terms of targeting, Laena Tour Pekanbaru uses determination different target market and focus on
umrah and haji product. In terms of posiyioning, Laena Tour Pekanbaru uses base price, quality and
competitor, the company also do the steps in determination of market position.
Keywords: Segmenting, Targeting, Positioning, Tour and Travel