100 5. CHAPTER V CONCLUSION AND RECOMMENDATION 5.1 Conclusion The research findings highlight several critical insights regarding TEGUK Indonesia’s market positioning, segmentation, and marketing strategies. The Indonesian boba drink market continues to expand, driven by strong consumer demand, particularly among Gen Z and Millennials. However, despite this growth, TEGUK has faced significant financial challenges, including declining revenue and profit margins. These issues stem from misaligned marketing efforts, inefficient promotional strategies, and a lack of well- defined market segmentation. Although TEGUK has successfully established a strong brand presence, its promotional expenditures have not translated into increased sales, indicating that its marketing investments need to be more targeted and effectively aligned with consumer expectations. A deeper analysis of key factors contributing to TEGUK’s declining financial performance reveals that the company has been unable to optimize its marketing mix. The findings suggest that while price-sensitive buyers remain a dominant customer segment, TEGUK has not fully capitalized on behavioral segmentation to enhance its engagement strategies. Competitor analysis shows that other market players, such as CHATIME and HAUS!, have expanded aggressively, using well-structured franchise models and extensive digital marketing tactics. TEGUK, on the other hand, has struggled to differentiate itself, making it less competitive in the increasingly saturated boba beverage market. 101 To address these challenges, the research proposes a refined segmentation strategy that focuses on three key consumer segments: price-sensitive buyers, convenient urban buyers, and occasional premium experience seekers. By tailoring its marketing tactics to these segments, TEGUK can improve its market positioning and drive higher customer engagement. The study also emphasizes the need for a more data-driven approach to marketing, leveraging digital platforms such as TikTok and Instagram to create engaging, visually appealing content targeted at younger audiences. Additionally, a structured implementation plan is necessary to optimize the effectiveness of promotional activities, improve cost efficiency, and enhance customer retention through personalized loyalty programs. By aligning its market segmentation strategy with evolving consumer behaviors and implementing targeted marketing initiatives, TEGUK Indonesia can regain its competitive edge, increase sales, and sustain long-term business growth in the dynamic and competitive boba beverage industry.