Munandar, Dadang (2011) ANALISIS PENENTUAN SEGMEN, TARGET, DAN POSISI PASAR HOME CARE DI RUMAH SAKIT AL-ISLAM BANDUNG. Majalah Ilmiah UNIKOM, Volume. ISSN 1411-9374
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Abstract
Home care is one of the care alternatives that can be developed in the future as the effort to give the holistic care on the patient. Home care RSAI intends to be developed as the superior product. Strategy that can be used to devel- oped RSAI HC is STP (Segmenting, Targeting, and Positioning Strategy). This research uses demographic, geographic, and psycographyc factor seg- mentation on the customer and RSAI HC potential market. Those segmen- tation result is determined as the data target market determination, and there is market positioning determination. This research design is qualitative that supported by quantitative. Analytical descriptive uses primary data on 100 potential market respondent and also interview with sources of hospital and patient. It also completed by secon- dary data which came from RSAI, RSAI HC, Dinkes Kota Bandung, BPPS Kota Bandung, and the other relative institutions. Segmentation that being delivered majorly by RSAI HC customers who are more than 60 years old; male; housewife; more than 1-2,5 million rupiahs revenue; moslem; coming from Kecamatan Margacinta; occupying VIP room; having good perception on HC services and also on friendly, polite and com- petent nurses; getting clear information and useful HC services; paying HC cost by themselves; choosing HC services; time and cost saving; not being difficult to go to the hospital; want good services and reached cost. The potential market segmentation are more than 60 years old; female; high school education level; housewife; more than 1-2,5 million rupiahs revenue; moslem; coming from Kecamatan Margacinta; occupying second class room; coming by themselves; paying by themselevs; need for HC; agree with HC advantages; choosing HC and want good HC services. Segmenattion produces patients who are more than 60 years old; coming from middle up level; having degenerative illness; moslem; coming from East Bandung, and want good care. The market target pattern that determined through CDMG with the marketing division is Selective Specialization Pat- tern. The positioning that being produced as the position is �Islamic Home Care Service�.
| Item Type: | Article |
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| Uncontrolled Keywords: | market segmenting, targeting, and positioning determination |
| Subjects: | Jurnal Tercetak > Majalah Ilmiah UNIKOM |
| Divisions: | Universitas Komputer Indonesia > Direktorat > Lembaga Penelitian dan Pengabdian Masyarakat |
| Depositing User: | Admin Repository |
| Date Deposited: | 30 Nov 2016 09:28 |
| Last Modified: | 30 Nov 2016 09:28 |
| URI: | http://repository.unikom.ac.id/id/eprint/30471 |
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