STRATEGI PENETAPAN TARGET PASAR DALAM ERA BISNIS MODERN: SEBUAH KAJIAN LITERATUR

Abstract

This study aims to analyze the development of market targeting strategies and identify a holistic framework in facing the challenges of modern business. This study uses qualitative research methods to gain a better understanding of market targeting strategies by conducting interviews and content analysis of business practitioners. The main data source comes from literature research, which includes academic journals, books, and contemporary business publications; to ensure that relevant and up-to-date literature is available, online searches and library collection reviews were used. The literature review shows that effective market targeting requires more detailed market segmentation, the right target market selection, and the creation of marketing strategies that are in line with the characteristics of the target market and the company's goals. In the era of contemporary business, the results of this study help companies optimize the way they target their markets.

Keywords: targeting strategies, target markets, and modern business.