1.

Segmenting
Your organization, product or brand can't be all things to all people. This is why you need to use market
segmentation to divide your customers into groups of people with common characteristics and needs.
There are many different ways to segment your target markets.
Demographic
Gender Male, Female
Age All
Religion All
Race All
Occupation Mid - High level income Job; Office Staff,
Director, Manager, Supervisor, etc.
Education Kindergarden, Elementary, Junior High, Senior
High, Diploma, S1, S2, S3, Professor, etc.
Nationality Indonesia.
Social Class Mid - Upper class level
Geographic
Region Central Java
Density Suburban
Climate Tropical
Behavioural
Occasions Regular and Special occasions
Benefits Quality Taste, Spacious dining area, Vast parking
area
Consumer Status Non-consumer, Ex-consumer, Potential
consumer, First-time consumer, Loyal Consumer
Consumer Rate Light rate consumer, Medium rate Consumer
Loyalty Status None, Medium, Strong, Absolute
Psychographic
Lifestyle Healthy life, Family life, Efficient life
Risk aversion Unhealthy food, Small dining area, Dirty
restaurant area
Values Together Better, Just Needed, Just Necessary
 After analyse them, we find four big segments which will be explained below:
1. Segment A: Groups of Family
In the journey from Central Java or to Central Java. They come from same home or town. They have
tendency to avoid Unhealthy Food and small dining area. They only spend money as needed but looking for
the best quality, once satisfied they shall come again and again. Always looking for best quality they can got
for their budget and do not hesitate to spend money if the price is reasonable.
2. Segment B: Business People
In the journey from Central Java or to Central Java, often In a business trip. Have a healthy lifestyle and
avoid unhealthy food. They think price never lies, best price for best quality. Occasionally stop by to a
restaurant maybe just to take a rest for a while, they are not too loyal, if only it is necessary they will buy a
product or order a service.
3. Segment C: Groups of Friends
In the journey from Central Java or to Central Java. They come from one place or same work/study place.
They avoid the small dining area,. Everything will be fine as long as they are together, whenever and
wherever can be a happy moments with friends. Once satisfied they will come again and again. Looking for
the most attractive and spacious place to stop by or hanging out.
4. Segment D: Individual/Tourist
On a vacation in Central Java. Coming from other region or nation. Avoid unhealthy food and dirty/dusty
place and in the same time try to press their budget as low as possible. Occasionally stop by and looking for
a crowded and often recommended on the internet - which often have historical value.

2. Targeting
Next, you decide which segments to target by finding the most attractive ones. There are several factors to
consider here; profitability, size and potential growth, the cost, how well you can handle them, and many
other factors.
So we target Segments A and C. Due to they relatively have same interest and problem. So we think we
wont have much difficulties to overcome their needs and solve their problem also fulfil their wants - means
we use the undifferentiated strategy.

3. Positioning
Positioning is an effort to influence customers perception of a brand or product relative to the
perception of competitor brand or product.
The Questions are:
What position do we have What position do we want From whom must we win
now? to own? this position?
Market Leader. Top of Mind Satay Sate Empuk (Competitor).
Restaurant in Batang.

So we gladly present you our positioning statement as below:

For groups family or friends who need a place to take a break for a while from your trip. Raja
Sate H. Subali is a Satay restaurant that serving padded various kind of Satay, spacious dining
area, and roomy parking area. Unlike the other Satay restaurant which offer you re-heated
Satays, our restaurant give you fresh-grilled Satays served on the hotplate.