ANALISIS SEGMENTASI, TARGET, DAN POSISI PASAR PADA PEMASARAN PRODUK APLIKASI TRANSPORTASI ONLINE GRAB�CAR DI KABUPATEN PONOROGO

This study aims to determine how segmenting, targeting, positioning and Grab-Car marketing mix in Ponorogo Regency. Study trying to answer research problems regarding segmenting, targeting, positioning and marketing mix of Grab-Car services in Ponorogo Regency. This type of research is descriptive qualitative by describing the data primary data obtained directly from informants involved with services Grab-Car. Research informants consist of coordinators, drivers, and users Grab-Car. The data collection method uses structured interviews with a list of questions that have been made.
The results show, (1) Segmenting is applied to all
elements of the community around Ponorogo Regency. (2) Targeting, the main target that The target audience is the entire community of Ponorogo Regency. (3) Positioning, Service puts in a position to provide convenience, service, and price affordable. (4) 4P Product marketing mix, maintain quality, add variety, highlight excellent services, and evaluate each service. Price, giving discounts, bonuses, and promos, and keeping prices affordable. Place, expand reach, add pick-up points, and always be ready on strategic location. Promotion, providing promos, holding events, maximize social media, and add service innovation. (5) Effort solve problems by maximizing application performance, coordinating with drivers, and take quick and agile action when problems occur.

Keywords: Segmenting, Targeting, Positioning, Marketing Mix, Service Grab-Car.