Beyond STP Marketing Strategy for Online Service Businesses

Abstract

Purpose: This research presents the new marketing strategy concept with the customization strategy as the specific consumer satisfied to be in line with the online service business.   Theoretical Framework: The researcher studied the elements of marketing strategies for online service businesses. The strategy development process is divided into 4 components as segmentation, targeting, positioning and customization.   Design/methodology/approach: In this research, the researcher uses mixed-methods as qualitative research that analyzed the consensus with fuzzy logic techniques, and quantitative research.   Findings: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy: “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”.   Practical implications: The objective of the study is to find consensus among experts using fuzzy logic and develop market strategies through segmentation, targeting, positioning, and customization strategies to the specific consumer satisfied. In this research, mixed-methods research, among other things, qualitative research was used with 19 experts with in-depth interviews, which analyzed the consensus with fuzzy logic techniques, and quantitative research was used with 983 online service business entrepreneurs.   Originality/value: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy as “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”. The obvious thing is that marketing should apply these strategies in decreasing order importance, segmentation, and customization strategies involve the specific consumer needs that are inferior to their importance, plus combining with the targeting and positioning, respectively.