Application of Segmenting, Targeting And Positioning (STP) and Networking, Interaction, Common Interest and Experience (NICE) Model On Startup Company of Service Provider in Indonesia

Abstract

Indonesia Start-up Company has several excellent products. One of them is a machine installation service of tire industry with completion on time and high level of precision to fulfil end user need (specification) effectively and efficiently. This advantage is the competitive advantage of the company’s products compared with the other installation services of tire machinery industry which mostly are general contractor. As a newcomer in the area of tire industry installation service in Indonesia, the company is still not recognized so it needs a good marketing strategy to compete in existing industries. Marketing framework of the company is focus on customer satisfaction resulting in high levels of business and customer profitability. The company uses the following strategies-STP (Segmenting, Targeting and Positioning) which prioritizes relationship marketing using NICE (Networking, Interaction, Common Interest and Experience) tactics. The objective of this paper is to know the opportunities of the application of STP strategy which prioritizes relationship marketing using NICE tactics in Business to Business market in Indonesia. The qualitative study will analyze the library data by referring to the books and other sources that support this issue. Thus this paper is expected to generate the information about the possibility of the using STP strategy, relationship marketing and NICE tactics in service provider business.