33 3. CHAPTER III RESEARCH METHODOLOGY 3.1 Research Design A well-structured research design is essential for ensuring that a study achieves its intended objectives. Research design refers to the strategic framework that guides the selection of research methods and techniques to systematically investigate a problem (Cresswell, 2014). General types of research designs are qualitative research, quantitative research, and mixed method where both approaches are integrated to provide a comprehensive analysis (Utomo, 2024). In this study, a combination of internal and external analysis is employed to examine the factors affecting TEGUK’s market positioning and sales performance. Figure 3-1 Research Design 34 The process outlined in the diagram (Figure 3-1) begins with exploring the business issues at TEGUK. A comprehensive assessment of internal and external factors is then conducted to gain deeper insights into the problem. The internal analysis focuses on STO Analysis, Marketing Mix Analysis and VRIO Analysis. Meanwhile, the external analysis examines the competitive landscape, customer preferences, and shifting market trends that influence the brand’s performance. To carry out these two analyses, the author used primary and secondary data. Primary data is data obtained directly from the field using a quantitative questionnaire, targeting TEGUK’s existing and potential customers. Quantitative methods are used to evaluate key variables such as demographics, consumer behaviour, and preferences for sales channels, which are crucial for determining the effectiveness of TEGUK’s segmentation strategy. Data is collected through structured surveys and analyzed using basic statistical techniques to identify and provide measurable indicators while secondary data is data obtained from other sources to support the research carried out. To formulate actionable recommendations, this study applies the TOWS Matrix to align internal strengths and external opportunities and threats, as indicated by the results. This method is designed to propose a solution for the company and a recommendation that provides SMART (specific, measurable, achievable, relevant, and team-bound) aspects. The research is expected to serve as a bridge between market segmentation and marketing tactics, ensuring that TEGUK’s promotional efforts resonate with the right audience and drive sustainable sales growth. It is hoped that the insights gained will empower TEGUK. Given the increasing competition in the beverage industry and evolving consumer preferences, a refined market segmentation strategy is essential for securing a stronger position in the market and maximizing revenue potential. 35 3.2 Data Collection Method(s) This research aims to determine the right market segmentation and design an effective tactical marketing strategy to increase the company's sales. To achieve this goal, the research employs a comprehensive approach that integrates both primary and secondary data collection methods. Primary data was collected through a quantitative survey conducted by distributing questionnaires to the Jabodetabek and West Java areas. The minimum target for the questionnaire is 500-700 respondents selected based on certain criteria, such as demographics, geographic location, and consumption behaviour, to ensure relevance to the TEGUK market. This survey was designed to provide insights into consumer profiles, brand perceptions, and the effectiveness of TEGUK’s communication and promotional channels. In addition, secondary data is also used to support the analysis and provide broader context to the findings from the primary data. Secondary data is taken from various sources, including: • Social media (such as Instagram, TikTok, GrabFood, and GoFood) to assess customer engagement, sentiment, and communication trends. • Industry reports from trusted data providers such as Statista and Mordor Intelligence, which provide insights into current beverage market trends and TEGUK's position in the market. • TEGUK's internal sales data from 2022–2024 to identify sales patterns, outlet performance, and effectiveness of previous promotions. 36 3.2.1 Questionnaire Development The questionnaire was developed based on the research objectives of this research, which aimed to determine effective market segmentation and marketing tactics for TEGUK. The questionnaire was designed to collect quantitative data through the use of structured surveys and questionnaires on the following aspects: 1. Customer Profiling to identify demographic segmentation including age groups, gender distributions, socioeconomic class, etc. Explore geographic segmentation covering respondent’s residence and purchasing pattern, examines behavioural segmentation which focusing on frequency of purchasing TEGUK products, preferred product categories, sensitivity to promotions, discounts, and loyalty programs. 2. Consumer Behaviour and Purchase Decision to examine purchase frequency, preferred buying channel and explores factors influencing snacking behaviour. How frequently the purchase its products and evaluates the primary reasons for purchasing TEGUK’s products 3. Market Preference to identify preferred products type, determine pricing sensitivity and willingness to pay for TEGUK’s products, and assesses the effectiveness of promotions and whether discounts, loyalty programs, or bundling offers influence purchase decisions.