this is abstract of my final paper in business administration department

ABSTRACT

This research aims at finding out how big segmenting, targeting and positioning strategy influence a company performance based on balanced scorecard perspectives both partially and simultaneously. In addition, this research also aims at finding out an indirect influence of segmenting, targeting and positioning towards a company performance based on balanced scorecard perspectives.
The method applied in this research is explanatory survey; it is to explain causal relation and hypothesis test which have been formulated before. The data are collected through giving questionnaire are processed by path analysis. Hypothesis test used is test F and t.
The result shows that partially segmenting influence a company performance based on balanced scorecard perspective at α=5% for 16,3%, targeting for 39,5% and positioning for 26,5%. Simultaneously segmenting, targeting and positioning has an significant influence towards company performance based on balanced scorecard perspective at the level of α=5% for 81,4%.
The conclusion of this research shows that simultaneously, segmenting, targeting and positioning has an influence towards company performance based on balanced scorecard perspective. Whereas, partially, targeting gives bigger influence towards company performance based on balanced scorecard perspectives rather than segmenting and positioning.