An STP-Based and Marketing Mix Strategy for Increasing Sales and Competitive Advantage: A Case Study of Mobagu Coffee Shop

Abstrak

Indonesia’s coffee industry has rapidly evolved from a commodity-based market into an experience-oriented lifestyle sector, intensifying competition among local coffee shops. This study investigates how the integration of Segmentation, Targeting, and Positioning (STP) with the Marketing Mix (4Ps) enhances sales and competitive advantage in small-scale enterprises. Using a qualitative single-case study, Mobagu Coffee Shop was examined through interviews, observations, and document analysis to explore how strategic alignment between STP and 4Ps shapes marketing performance. Data were analyzed using thematic techniques to uncover relationships between segmentation, positioning, and marketing implementation. Findings reveal that a synergistic alignment between STP and the Marketing Mix forms a strategic marketing capability that drives sustainable growth through experience-based differentiation. Segmentation and experiential positioning inform product design, value-based pricing, and interactive promotions, leading to enhanced sales, brand equity, and customer loyalty. Theoretically, this study advances the understanding of strategic alignment by conceptualizing STP–4P integration as a dynamic, iterative process. Practically, it provides actionable insights for small coffee businesses to design customer-centered strategies that enhance competitiveness in saturated markets. Despite limitations from a single-case design, this research establishes a foundation for future comparative and mixed-method studies in emerging markets.