TY  - JOUR
T1  - Towards Market Share: Segmentation, Target and Market Position
AU - Caisar Darma, Dio AU - Setini, Made 
JO  - International Business Management
VL  - 13
IS  - 9
SP  - 405
EP  - 414
PY  - 2019
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2019.405.414
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2019.405.414
KW  - Segmentation
KW  -market target
KW  -market position
KW  -market share
KW  -implementing
AB  - 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.
ER  -