Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Analysis Segmentation, Targeting, and Positioning as a Marketing Strategy at Mother and Child Hospital of Bunda Aisyah

Authors
Nadia Hanarita Rahayu1, *, Tjutju Yuniarsih1, Vanessa Gaffar1, Puspo Dewi Dirgantari1
1Faculty of Economic and Business Education, Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: nadiahanaritarahayu@upi.edu
Corresponding Author
Nadia Hanarita Rahayu
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_199How to use a DOI?
Keywords
Segmentation; Targeting; Positioning
Abstract

This study describes segmentation, targeting, and positioning as a marketing strategy. In order to fulfill the availability of hospitals, increase access to health services and face high competition in hospitals located in the city of Tasikmalaya, a marketing strategy is needed that can support the vision and mission of the hospital and with the aspiration to become the “first hospital” in the East Priangan Region which has the MUI Halal Certificate in 2022”. The research is based on descriptive research with a qualitative approach. Data collection methods used are interviews, observations, and documents. The research subjects and informants are the manager and customers of the Mother and Child Hospital of Bunda Aisyah. The results of this study indicate that segmentation, targeting, and positioning as a marketing strategy at the Mother and Child Hospital of Bunda Aisyah are quite good. This can be seen from the patient’s response, the increase in the number of patients every year, and the development of existing facilities and infrastructure.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
978-94-6463-234-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_199How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nadia Hanarita Rahayu
AU  - Tjutju Yuniarsih
AU  - Vanessa Gaffar
AU  - Puspo Dewi Dirgantari
PY  - 2023
DA  - 2023/09/29
TI  - Analysis Segmentation, Targeting, and Positioning as a Marketing Strategy at Mother and Child Hospital of Bunda Aisyah
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 1893
EP  - 1898
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_199
DO  - 10.2991/978-94-6463-234-7_199
ID  - Rahayu2023
ER  -