Analysis of International Marketing Strategies in Increasing Sales of Footwear, Shoes, and Sandals (Study at Umkm Ud. Athyyah Mojokerto City)
Keywords:Marketing Strategy, Segmenting, Targeting, Positioning, Marketing Mix
In setting up a business, the goal is to get as much profit as possible. Every entrepreneur wants his business to penetrate the international market. The results of a business are strongly influenced by the company's capacity to market its products. Of course, in achieving goals, there is a strategy. UD Athyyah is a business engaged in footwear, namely shoes and sandals. Entrepreneurs market their products globally to expand the demand for footwear, so they need a strategy to achieve their goals. The purpose of this study is the implementation of the STP (Segmenting, Targeting, and Positioning) Strategy which is linked to the marketing mix as a complement. Qualitative and descriptive approaches are used for this research. Data collection techniques include interviews, observation, and documentation. Data analysis used the Miles and Huberman models, with the validity of the data using technique and source triangulation. The results of his research are the implementation of the STP segmenting strategy for middle-class men in Indonesia and Yemen aged 20-40 years who like to explore or walk, targeting, namely business people or business partners who will resell, positioning Giardo and Gardiano products, namely Giardo Gardiano for our journey. Regarding the marketing mix which includes products in the form of brand innovation and types of footwear, cheaper prices if you buy more or visit the production site directly, promotion through digital advertising and personal selling, and place in the form of flexibility in distribution.