Authors : Made Setini and Dio Caisar Darma
Abstract: Market share is usually used to express competitive positions. It is also, generally, accepted that increased market share can be equated with success despite decreased market share is a manifestation of unfavorable actions by firms and usually equated with failure. The purpose of this research is to investigate the effect of marketing strategies consisting of segmentation, market target and market positions on market share in PT Batuah Energi Prima in Samarinda city. Research is a survey with quantitative research. Sampling uses saturated sampling, so, the respondents are all company employees (39 people). The data analysis model is a multiple linear regression. Empirical findings indicate that the segmentation variable, target market and market position partially affect the market share of PT Batuah Energi Prima. The market target variable has a dominant influence on PT Batuah Energi Prima. This shows an increase in market share is determined by the act of designing bids and the image of the company to occupy the right target market in offering products to consumers and expanding market share. Enrich the development of marketing management theories and be a contribution of thought to other researchers who want to examine further and in-depth on things that have not been revealed from this research. Besides as input for company in implementing marketing strategies to increase market share.
Made Setini and Dio Caisar Darma, 2019. Towards Market Share: Segmentation, Target and Market Position. International Business Management, 13: 405-414.