Determining the Right Market Segmentation and Marketing Tactic to Increase Sales at TEGUK Indonesia

This study aims to determine the problems and challenges faced by TEGUK Indonesia, a company that is growing in contemporary Indonesian boba drinks, which is experiencing a decline in sales and profit margins. Although the market for the drink has increased, TEGUK's performance is hampered by inadequate marketing segmentation and marketing tactics, resulting in financial underachievement. This study uses a quantitative research design using a structured survey sent to more than 500 people in key areas such as Jabodetabek and West Java. The research examines client demographics, consumption behaviors, and consumer preferences to determine effective market segmentation and provide practical marketing solutions. Descriptive statistics, reliability and validity test, and ANOVA are all used in data analysis to make sure that the results are strong and useful. Findings show that TEGUK's current marketing efforts aren't reaching its target market, which means that the company needs a better segmentation model based on demographic, psychographic, and behavioral factors. The suggested marketing plans aim to improve TEGUK's internal abilities, get more customers, and boost sales by implementing better promotions, focus on selected products, optimizing in sales channel and making the company's presence stronger. At the end of this analysis, there is a strategy roadmap and implementation plan that shows TEGUK how to align its market strategies with what customers want, which will ensure the sales performance and its long-term growth in a competitive market.