STRATEGI PENETAPAN POSISI (POSITIONING)
STRATEGI PENETAPAN POSISI (POSITIONING)
Abstract
Penetapan posisi merupakan hal yang senantiasa dilakukan oleh setiap perusahaan dalam menawarkan produk atau jasa yang dihasilkannya. Penetapan posisi berkaitan dengan apa yang diinginkan dalam benak konsumen (pelanggan) ketika mereka mendengar merk atau perusahaan. Penetapan posisi berkaitan dengan persepsi. Persepsi ini harus unik sehingga pelanggan dapat membedakan merk atau perusahaan yang satu dengan perusahaan yang lainnya (pesaingnya). Banyak cara yang dapat dilakukan oleh perusahaan dalam penetapan posisinya. Perusahaan dapat menggunakan satu atau lebih atau mengkombinasikan dari beberapa cara dimaksud.
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