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Hauser, John R., and Steven M. Shugan. "Defensive Marketing Strategies." Marketing Science 27, no. 1 (January 2008): 88–110. http://dx.doi.org/10.1287/mksc.1070.0334.
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Hauser, John R., and Steven M. Shugan. "Commentary—Defensive Marketing Strategies." Marketing Science 27, no. 1 (January 2008): 85–87. http://dx.doi.org/10.1287/mksc.1070.0341.
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Calantone, Roger J., and C. Anthony di Benedetto. "Defensive industrial marketing strategies." Industrial Marketing Management 19, no. 3 (August 1990): 267–78. http://dx.doi.org/10.1016/0019-8501(90)90019-r.
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Erickson, Gary M. "Offensive and defensive marketing: Closed-loop duopoly strategies." Marketing Letters 4, no. 4 (October 1993): 285–95. http://dx.doi.org/10.1007/bf00994348.
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Ravi Kumar, K., and George C. Hadjinicola. "Resource allocation to defensive marketing and manufacturing strategies." European Journal of Operational Research 94, no. 3 (November 1996): 453–66. http://dx.doi.org/10.1016/0377-2217(95)00101-8.
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Yannopoulos, Peter. "Perceived Importance of Defensive Marketing Strategies: An Exploratory Study." World Journal of Management 6, no. 1 (March 2015): 24–33. http://dx.doi.org/10.21102/wjm.2015.03.61.03.
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Sigala, Marianna. "Evaluating the performance of destination marketing systems (DMS): stakeholder perspective." Marketing Intelligence & Planning 32, no. 2 (April 7, 2014): 208–31. http://dx.doi.org/10.1108/mip-08-2013-0131.
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Purpose – Destination marketing systems (DMS) represent a vital inter-organisational information system (IOIS) for supporting the collaborative e-marketing strategies of tourism firms and the competitiveness of tourism destinations. However, many DMS have failed to deliver the expected outcomes, while the performance measurement of DMS has not been thoroughly investigated in the literature so far. The study synthesises research from the fields of DMS, IOIS and collaborative practices for investigating the perceptions of various tourism DMS stakeholders about the evaluation of DMS performance. The paper aims to discuss these issues. Design/methodology/approach – The study conducted a nation-wide survey for measuring the perceptions of various tourism DMS stakeholders in Greece about the importance of the roles that DMS should serve as well as the items that should be used for measuring the performance of these DMS’ roles. Findings – The findings showed that the public and private stakeholders held different perceptions about the roles of DMS as well as about the metrics that need to be used for evaluating DMS performance. The findings also showed that the perceptions that stakeholders hold about the roles of the DMS influence their perceptions about the performance evaluation of DMS. Research limitations/implications – The findings are based on evaluating a specific type of IOIS and sector/context. Thus, caution is required in generalising the results to other types of IOIS and social/environmental contexts. Practical implications – The study highlighted that the performance and success of DMS, and of IOIS projects in general, require the nurturing of a collaborative culture and the co-ordination of the various stakeholders’ perceptions and interests. Originality/value – The study addresses the gap in DMS performance evaluation and it contributes to the literature about IOIS evaluation by adopting a stakeholders approach.
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Balážiová, Iveta, and Lucia Spálová. "Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy." Social Communication 6, no. 1 (January 1, 2020): 81–92. http://dx.doi.org/10.2478/sc-2020-0009.
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AbstractThis article deals with guerilla marketing and/or guerilla marketing strategy on the background of military attack strategies. The aim of this article is to grasp guerrilla marketing in a broader context, starting from the marketing and communication strategy, which is historically and terminology inspired by the military strategy of guerrilla attacks and/or by military strategy in general. The theoretical study is a meta-analysis of five scientific publications dealing with the overlays of military strategies and marketing to identify useful marketing and communication strategies. Guerilla marketing as an offensive-defensive strategy present among the attack strategies and it is described as a way for small and weaker businesses to compete with large corporations in the existing conflict and to act as challengers in the battle. An emphasis will be put on the primary characteristic of guerrilla warfare: it is a typical competitive struggle based on a series of small intermittent attacks and withdrawals.
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Dub�, Laurette, and Manfred F. Maute. "Defensive strategies for managing satisfaction and loyalty in the service industry." Psychology and Marketing 15, no. 8 (December 1998): 775–91. http://dx.doi.org/10.1002/(sici)1520-6793(199812)15:8<775::aid-mar4>3.0.co;2-#.
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Kumar, K. Ravi, and D. Sudharshan. "Defensive Marketing Strategies: An Equilibrium Analysis Based on Decoupled Response Function Models." Management Science 34, no. 7 (July 1988): 805–15. http://dx.doi.org/10.1287/mnsc.34.7.805.
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Зайцева, Дарья, Daria Zaitseva, Инна Краковецкая, and Inna Krakovetskaia. "GREEN MARKETING: tendencies and perspectives." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2016, no. 2 (November 25, 2016): 55–60. http://dx.doi.org/10.21603/2500-3372-2016-2-55-60.
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This article is devoted to the study of new marketing strategies used in green marketing. Green marketing includes both green products and green oriented companies. Companies that seek to enter the new "green" niche need to rethink the 4 P’s (product, price, place and promotion) of traditional marketing and use these new strategies to promote environmentally friendly products. Research into this field has yielded four main strategies of ecological marketing: "Lean green", "Defensive green", "Shaded green" and "Extreme green". Each environmental marketing strategy presented in this article is directly connected with the concept of the marketing mix it is related to. Many companies do not want to use all parts of the 4 P strategies but instead choose to use only specific elements of each. This allows companies to choose a tailored "green" marketing strategy to achieve their goals. Green marketing strategies help companies to develop products that are environmentally friendly and satisfy the requirements of consumers.
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Villa, Gabriel, and Sebastián Lozano. "Assessing Offensive/Defensive Strategies in a Football Match Using DEA." International Journal of Sport Finance 14, no. 3 (August 1, 2019): 131–46. http://dx.doi.org/10.32731/ijsf/143.082019.01.
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Yannopoulos, Peter. "Perceived Importance of Defensive Marketing Strategies Before and After Competitor Entry: Does Nationality Matter?" Journal of Business and Policy Research 10, no. 1 (July 2015): 153–63. http://dx.doi.org/10.21102/jbpr.2015.07.101.08.
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Atadil, Hilmi A., Ercan Sirakaya-Turk, Fang Meng, and Alain Decrop. "Exploring travelers’ decision-making styles." International Journal of Contemporary Hospitality Management 30, no. 1 (January 8, 2018): 618–36. http://dx.doi.org/10.1108/ijchm-11-2016-0613.
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Purpose The purpose of this study is to profile market segments using travelers’ decision-making styles (DMS) as segmentation bases and to identify similarities and differences between traveler segments regarding a series of psychographic and attitudinal characteristics. Design/methodology/approach Data are gathered from a sample of 426 travelers in Dubai and Shanghai via self-reported surveys. Analyses included factor, k-means cluster, discriminant and MANOVA. Findings Study findings reveal significant differences among the rational, adaptive and daydreamer decision-makers’ segments in their behavioral and attitudinal characteristics with respect to tourism involvement and destination images. Practical implications Findings provide important practical implications for generating effective marketing and positioning strategies based on the identified attitudinal characteristics of the traveler segments for destination marketing organizations. Originality/value A stream of recent tourism studies shows a strong relationship between tourism involvement and destination images, yet very little research has tackled the issue of how these critical variables can be affected by individuals’ decision-making styles. This study explores and tests the relationships among DMS, tourism involvement and destination image using a factor-cluster approach.
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El-Sady, Hassan Mounir, Mohamed Nassar, Vasilya Sultanova, and Dia Mousa. "The Impact Of Organizational Objectives On The Selection Of Defensive Marketing Strategies: Empirical Evidence From A Small Open Economy." Journal of Applied Business Research (JABR) 28, no. 6 (October 25, 2012): 1345. http://dx.doi.org/10.19030/jabr.v28i6.7348.
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<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify; mso-pagination: none;" class="MsoNormal"><span style="font-family: Times New Roman;"><span lang="EN-GB" style="font-size: 10pt; mso-ansi-language: EN-GB;">Defensive Marketing Strategies (DMSs) do not receive enough attention as offensive or attacking marketing strategies in literature.<span style="mso-spacerun: yes;"> </span>This gap in the </span><span lang="EN-GB" style="font-size: 10pt; mso-fareast-language: EN-GB; mso-ansi-language: EN-GB;">research constitutes a serious weakness in the marketing field</span><span lang="EN-GB" style="font-size: 10pt; mso-ansi-language: EN-GB;">.</span><span lang="EN-GB" style="font-size: 10pt; mso-fareast-language: EN-GB; mso-ansi-language: EN-GB;"><span style="mso-spacerun: yes;"> </span>This paper aims to fill this gap in literature by conducting the first study to explore the determinants of the implemented DMSs in Kuwait.<span style="mso-spacerun: yes;"> </span>Empirically, this study examines the relationship between eight DMSs, demographics, and organizational objectives to define the most prevalent and appropriate DMSs to be deployed in the small open economy of Kuwait.<span style="mso-spacerun: yes;"> </span></span><span lang="EN-GB" style="font-size: 10pt; mso-ansi-language: EN-GB;">Factor analysis and canonical correlation are used in this study to analyse the obtained data from surveyed board members, CEOs and executive managers of listed companies in the financial sector of Kuwait Stock Exchange (KSE).<span style="mso-spacerun: yes;"> </span>Results reveal a significant relationship between the eight DMSs and the two sets of identified variables in Kuwait context.<span style="mso-spacerun: yes;"> </span>Cost leadership strategy ranked the most effective defensive marketing strategy by respondents. Also, results show that organizational objectives are mostly affecting the choice of DMSs. </span></span></p><span style="font-family: Times New Roman; font-size: small;"> </span>
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Relawati, Rahayu, Istis Baroh, and Bambang Yudi Ariadi. "ANALISIS SWOT UNTUK PENGEMBANGAN STRATEGI PEMASARAN PRODUK OLAHAN APEL DI MALANG RAYA." SEPA: Jurnal Sosial Ekonomi Pertanian dan Agribisnis 12, no. 1 (September 5, 2017): 58. http://dx.doi.org/10.20961/sepa.v12i1.14202.
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This study aimed to carry out a SWOT analysis and formulate marketing strategies of processed apple products. Primary data were obtained from producers and consumers. Producers were selected purposively, while consumers were selected by accidental sampling when they bought the product at souvenirs shops of Malang. SWOT analysis was used to analyze the data taken from both producers and consumers, as well as to formulate marketing strategies. The results showed that in general the products of apple chips, porridge and cider have the strength on products, especially in terms of taste. Meanwhile, the weaknesses are less durable products, however, consumers also do not want any preservatives added. Moreover, the opportunities are the high interest of consumers, many souvenir shops and bank credit offered. On the other side, the threats consists of unhealthy business competition and weakness of consumer purchasing power even though they are interested in the products. Based on the results of the SWOT analysis, marketing strategies recommended to the products of apple chips and apple porridge is aggressive strategy, because they are in the first quadrant of SWOT diagram. Apple cider, however, is recommended to run a defensive strategy, because this product is located in quadrant III of the same diagram. Related promotions, various media information such as local television and internet should be used optimally to promote the products. Consumers should receive the correct and fare information, so that producers must conduct a responsible business ethics.
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Kusrinah, Kusrinah, Alwiyah Nurhayati, and Nur Hayati. "Pelatihan dan Pendampingan Pemanfaatan Eceng gondok (Eichornia crassipes) Menjadi Pupuk Kompos Cair Untuk Mengurangi Pencemaran Air dan Meningkatkan Ekonomi Masyarakat Desa Karangkimpul Kelurahan Kaligawe Kecamatan Gayamsari Kotamadya Semarang." Dimas: Jurnal Pemikiran Agama untuk Pemberdayaan 16, no. 1 (July 18, 2016): 27. http://dx.doi.org/10.21580/dms.2016.161.890.
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<p>Hyacinth (<em>Eichornia crassipes</em>) is known as one of the weeds that have grown high speed so potentially damaging to the aquatic environment. Presence at the water hyacinth has its own important values associated with the sustainability of aquatic ecosystems, namely as a producer. Community service activities aims to provide training and mentoring utilization of water hyacinth into liquid compost to reduce water pollution and improve the local economy Karangkimpul Village Kaligawe Gayamsari District Semarang City. Location of community service is an area of marsh overgrown with water hyacinth. Community service that has been taken is focused on how simple and appropriate technology can be used by the public through the processing of water hyacinth into products such as liquid compost. The debriefing is given in the form of the theory and practice of composting, packaging and product marketing strategies. Liquid compost product made from the water hyacinth is expected to support the national fertilizer demand and improve people's lives.</p><p>Eceng gondok (<em>Eichornia crassipes</em>) dikenal sebagai salah satu gulma yang memiliki kecepatan tumbuh yang tinggi sehingga berpotensi merusak lingkungan perairan. Keberadaan eceng gondok di perairan memiliki nilai penting tersendiri terkait dengan keberlangsungan ekosistem perairan yaitu sebagai produsen. Kegiatan pengabdian masyarakat ini bertujuan untuk memberikan pelatihan dan pendampingan pemanfaatan eceng gondok menjadi pupuk kompos cair untuk mengurangi pencemaran air dan meningkatkan ekonomi masyarakat Desa Karangkimpul Kelurahan Kaligawe Kecamatan Gayamsari Kota Semarang. Lokasi pengabdian masyarakat merupakan daerah rawa yang banyak ditumbuhi eceng gondok. Pengabdian masyarakat yang telah ditempuh ini menitikberatkan pada bagaimana teknologi sederhana dan tepat guna dapat digunakan oleh masyarakat melalui pengolahan eceng gondok menjadi produk berupa pupuk kompos cair. Pembekalan yang diberikan kepada masyarakat berupa teori dan praktik pembuatan pupuk kompos, pengemasan dan strategi pemasaran produk. Produk pupuk kompos cair berbahan dasar eceng gondok diharapkan dapat mendukung kebutuhan pupuk nasional dan meningkatkan taraf hidup masyarakat Desa Karangkimpul Kecamatan Gayamsari Kota Semarang.</p>
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Darke, Peter R., Laurence Ashworth, and Robin J. B. Ritchie. "Damage from Corrective Advertising: Causes and Cures." Journal of Marketing 72, no. 6 (November 2008): 81–97. http://dx.doi.org/10.1509/jmkg.72.6.081.
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Corrective advertising can be problematic because it undermines responses both to other products advertised by the corrected firm and to products advertised by second-party advertisers. However, a positive reputation insulates second-party firms from these carryover effects, provided that this reputation is based on an endorsement from an independent regulator. Furthermore, firm responses that include an explanation for the misleading claim prove to be effective in avoiding the negative side effects of correction. These findings add to the correction literature by (1) showing that this form of regulation can have much broader side effects than demonstrated previously, (2) identifying distrust as the mechanism by which these effects occur, and (3) suggesting strategies to protect firms from the negative side effects of correction. The findings also support the defensive consumer distrust model and help define the scope of this model.
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Natunis, Rolfy Is. "Analisis Manajemen Pemasaran Rumah Produksi dan Promosi Alat Musik Tradisional Sasando." JURNAL TATA KELOLA SENI 4, no. 2 (August 2, 2019): 84–94. http://dx.doi.org/10.24821/jtks.v4i2.3085.
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Abstrak Dalam penelitian ini menggunakan metode desriptif kualitatif. Langkah yang digunakan yaitu melakukan analisis data dan analisis SWOT. Hasil penelitian pertama, berdasarkan tahap analisis terhadap strategi yang tepat dilakukan oleh pengelola dalam memasarkan Rumah Produksi dan Promosi Sasando adalah menjaga dan mempertahankan posisi pada indikator internal huruf E, yaitu memiliki jaringan kerja sama dengan pemerintah yang selama ini sudah dilakukan. Kebijakan yang umum dari strategi ini adalah dengan melakukan penetrasi pasar dan mengembangkan produk. Artinya pengelola perusahaan harus mempertahankan posisinya dengan terus mengembangkan karya-karya seperti membuat karya dalam bentuk alat musik dan miniatur/cendera mata. Kedua, berdasarkan kuadran analisis SWOT yang menunjukkan posisinya berada pada kuadran IV yaitu menggambarkan situasi organisasi sangat buruk, karena di samping berbagai kelemahan internal, timbul ancaman dari luar, strategi defensif dapat meningkatkan ketangguhan setiap keunggulan bersaing yang dimiliki perusahaan bila dikombinasikan dengan strategi ofensif untuk meningkatkan keunggulan bersaing perusahaan. Jenis strategi defensif dapat dibagi dalam dua bagian besar, yaitu strategi menangkis (deterrence) dan strategi tanggapan (response). Abstract In this resarch using qualitative descriptive method. The step used are doing data analysis and SWOT analysis. The first results of the research, based on the analysis phase of the appropriate strategy carried out by the manager in marketing Sasando Production and Promotion Houses, are maintaining and maintaining the position on the internal indicator letter E, which has a network of cooperation with the government. The general policy of this strategy is to penetrate the market and develop products. This means that company managers must maintain their position by continuing to develop works such as making works in the form of musical instruments and miniatures/souvenirs. Secondly, based on the SWOT analysis quadrant which shows its position in quadrant IV, it describes the organizational situation is very bad, because in addition to various internal weaknesses arising from outside threats, defensive strategies can increase the resilience of each company competitive advantage when combined with offensive strategies to improve competitive advantage company. This type of defensive strategy can be divided into two major parts, namely deterrence strategies and response strategies.
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Gurrieri, Lauren, Jan Brace-Govan, and Helene Cherrier. "Controversial advertising: transgressing the taboo of gender-based violence." European Journal of Marketing 50, no. 7/8 (July 11, 2016): 1448–69. http://dx.doi.org/10.1108/ejm-09-2014-0597.
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Purpose To date, the cultural and societal effects of controversial advertising have been insufficiently considered. This study aims to investigate how advertising that uses violent representations of women transgresses the taboo of gender-based violence. Design/methodology/approach This study encompasses a visual analysis of the subject positions of women in five violent advertising representations and a critical discourse analysis of the defensive statements provided by the client organisations subsequent to the public outrage generated by the campaigns. Findings The authors identify taboo transgression in the Tease, Piece of Meat and Conquered subject positions, wherein women are represented as suggestive, dehumanised and submissive. Client organisations seek to defend these taboo transgressions through the use of three discursive strategies – subverting interpretations, making authority claims and denying responsibility – which legitimise the control of the organisations but simultaneously work to obscure the power relations at play. Practical implications The representational authority that advertisers hold as cultural intermediaries in society highlights the need for greater consideration of the ethical responsibilities in producing controversial advertisements, especially those which undermine the status of women. Social implications Controversial advertising that transgresses the taboo of violence against women reinforces gender norms and promotes ambiguous and adverse understandings of women’s subjectivities by introducing pollution and disorder to gender politics. Originality/value This paper critically assesses the societal implications of controversial advertising practices, thus moving away from the extant focus on managerial implications. Through a conceptualisation of controversial advertising as transgressing taboo boundaries, the authors highlight how advertising plays an important role in shifting these boundaries whereby taboos come to be understood as generative and evolving. However, this carries moral implications which may have damaging societal effects.
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Dylst, Pieter, Arnold Vulto, and Steven Simoens. "Overcoming challenges in market access of generic medicines in the European Union." Journal of Generic Medicines: The Business Journal for the Generic Medicines Sector 9, no. 1 (March 2012): 21–28. http://dx.doi.org/10.1177/1741134312441107.
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Generic medicines have become essential contributors for governments in their effort to contain public health care budgets. Therefore, market access of generic medicines should be made possible immediately after expiry of the patent protecting the originator medicine. Generic medicines can only enter the market when the patent on the originator medicine is expired and when a marketing authorisation and pricing and reimbursement approval have been obtained from the national competent authorities. Arguments on patent validity or patent infringement which result in litigation before national courts, backlogs in national approval systems, defensive patenting strategies (‘evergreening’), patent linkage and third-party interventions during the process of marketing authorisation and pricing and reimbursement are well-documented causes for delayed market access of generic medicines. The establishment of a unitary European Union patent together with a unified and specialised patent litigation system, the reduction of backlogs in national agencies, avoiding third-party interventions as much as possible and automatic approval of pricing and reimbursement status upon marketing authorisation approval of the generic medicines are just a few examples of policies which could enhance market access of generic medicines in the European Union. This article aims to provide an overview of the regulatory framework regarding market access of generic medicines in the European Union and lists the hurdles which impede market access. Recommendations to enhance market access of generic medicines round off this article.
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Odhiambo, Edwin, and Jane Wanjira. "Strategic Positioning and Competitive Advantage of Commercial Banks in Uasin Gishu County, Kenya." International Journal of Current Aspects 3, no. II (April 24, 2019): 83–97. http://dx.doi.org/10.35942/ijcab.v3iii.8.
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Strategic positioning has been identified as an important weapon to manage the competition in the business environment. However, despite the use of strategic positions, many banks in the country are facing challenges from the competition destabilizing the position they hold. Thus, the sole reason of the project was to establish how strategic positioning affects competitive advantage of banks in Uasin Gishu County Kenya. The specific objectives were; to examine the effects of mono-segment positioning, multi-segment positioning, standby positioning, adaptive positioning and defensive positioning on competitive advantage of commercial banks in Uasin Gishu County, Kenya. The study was guided by Resource-Based-View, The Game Theory, Market Based View Theory and Open Systems Theory. Explanatory research design was used in this study. The unit of analysis was commercial banks in Uasin Gishu County, Kenya and the unit of observation was 748 employees in 25 banks. A stratified random sample was used as a significant blend of categorization and randomization. A sample of 173 employees was selected. Questionnaires were used in collection of data. Descriptive statistics and multiple regression analysis were used to analyse data. The study established a positive and significant relationship between mono-segment positioning, multi-segment positioning, standby positioning, adaptive positioning and defensive positioning on organizational competitive advantage. The study concludes that through mono-segment Commercial banks are free to devote all of their resources to attracting a single, narrowly defined type of customer with a specific need it can fulfill better than other companies. Through multi segment Commercial banks can analyze various customer groups and targeting specific products to meet their demands. Through standby positioning, commercial banks can base their strategy completely on a new segment which increases its focus and profitability. Through adaptive the brand loyalty of commercial banks definitely increases and also market segmentation increases competitiveness of a firm from a holistic view and defensive positioning leads to customer retention throughout customer life cycle. The study recommends that commercial banks in Uasin Gishu County implementing mono segment should concentrate all their efforts in a single segment with a single marketing mix so as to avoid confrontation with financial institutions. On multi segment, commercial banks should categorize their customers along demographic, geographic, behavioral, or psychographic lines or a combination of them. This will enable them offer products and services effectively by understanding distinctive needs of the groups. On standby positioning strategy, commercial banks should only opt execute a mono-segment positioning strategy only during unavoidable situations. To minimize response time, the banks should prepares a standby plan that specify the product(s) and their attributes as well as details of the marketing program(s) that would be used to position the new product. On adaptive positioning, commercial banks should aim at changing or reforming a bank’s marketing mix to suit to the particular geography in which the bank is operating. This will enable the banks to effectively tailor their products and service in rapid and unparalleled ways to meet their customers’ interests and needs. On defensive positioning, commercial banks should resort to position defense to ensure a new bank’s market entry does not impact or weaken their brand. They may also opt to preempt competitive strategies by introducing an additional brand in a similar position for the same segment.
This is an open-access article published and distributed under the terms and conditions of the Creative Commons Attribution 4.0 International License of United States unless otherwise stated. Access, citation and distribution of this article is allowed with full recognition of the authors and the source.
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Alvarez, Antonio, Beatriz García-Cornejo, José A. Pérez-Méndez, and David Roibás. "The profitability of value-added products in dairy farm diversification initiatives." Spanish Journal of Agricultural Research 16, no. 2 (July 11, 2018): e0104. http://dx.doi.org/10.5424/sjar/2018162-11813.
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A more open and competitive dairy market has encouraged certain dairy farms to adopt value-adding strategies in order to achieve a higher profitability, which may be important for farms’ survival. This paper investigated the role of some product characteristics in the profitability of value-added products in these farms. For this purpose, we used a unique database of 265 different products commercialized by 49 Spanish dairy farms that offers information on nine attributes of each product. Using hedonic models as a baseline, we examined the influence of these attributes on the margin per liter (ML) of the products. The results of the regression indicated that cheese and yogurt generated 0.688 and 1.518 € more of margin per liter than liquid milk. Similarly, we found a set of attributes that have a positive influence on ML, including possession of a certificate of protected designation of origin (PDO), the milk-type composition (proportion of sheep milk), a longer expiration period, and involvement in direct marketing strategies (DMS). However, other recognized attributes such as organic labeling, maturation period, size of the sales unit and returnable packaging did not have a significant influence on ML. Our findings also showed that firms producing more elaborated products as cheese and yogurt need a lower percentage of their production to cover the fixed costs associated to transformation and commercialization. Overall, our results revealed that the elaboration of value-added dairy products improves the profitability of dairy farms.
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Kim Tran, Sang, and Le Ngoc Hoang Yen. "Viettire’s Dilemma: the expansion strategy in Myanmar." Emerald Emerging Markets Case Studies 8, no. 3 (September 20, 2018): 1–29. http://dx.doi.org/10.1108/eemcs-05-2017-0092.
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Subject area Decision-making seems simple, but, in reality, it is not an easy task to decide the cause for its profound result or consequence, leading to inevitable failures. Therefore, a leader must recognize whether there is something incorrect so as to avoid bad results. A good leader is a person who carefully reviews and analyzes aspects of a problem, knows the strengths and weaknesses of his organization and evaluates what the advantages or risks are. It cannot be denied that the appropriate options will reap many benefits to the business. For such important things, this paper will discuss the dilemma of Viettire, a tire distributor company in Vietnam. Accordingly, its CEO was worried about what strategic option he should adopt to approach the Myanmar market while ensuring a strategic fit to its company’s resources and capabilities and also to the overall market demands of the tire industry environment in both countries. However, with different ideas, the expansion strategies in this new market become controversial. The General Director and Founder of Viettire were wondering how Viettire could expand its existing business into Myanmar. To expand the company to new emerging market in Myanmar, Hoang Nguyen – CEO of Viettire – had conducted a strategic analysis of external environment factors to define the opportunities and threats when doing business in Myanmar by using Porter’s five forces model, S.W.O.T and competitive advantages analysis. The results indicated that Myanmar’s business environment is highly risky for foreign investors because of uncertain political, economic, social reforms in the process. Among three options, namely, exporting, licensing and wholly owned, however, Option 2 is illustrated as the best strategy for its dilemma. Study level/applicability Postgraduate/Graduate Business level. Case overview As for a market mechanism, what produces, how and for whom, is not the business’s demand but the consumer’s demand. The business sells only what the market needs, not what it has. In the period of increasingly competitive conditions, stabilizing and expanding markets are a prerequisite for survival. If stability is seen as a “defensive” way, expansion is a “defensive attack” like trying to hold on the “pie” that the market gives to itself. This strategic action is to strengthen regular, close relationships with existing customers and establish new customers. As a result, the potential market is transformed into a target market. Hence, decision-making of which market, which method is the issue that a leader has to think the choice to avoid risks. Mr Hung, Viettire’s co-owner, suggests that Myanmar should be taken into account as a company’s new entry, thus exploring this potential market to increase the company’s growth and profitability. In the progress, Viettire’s marketing team had been doing a thorough tire market investigation in Myanmar. It was concluded that this emerging country, especially Yangon City, was the most suitable for those who were willing to embark on an overseas investment expansion. They believe this was a good opportunity to gain market share compared with other entrants and competitive rivals; if Viettire hesitated to invest, others definitely had jumped in with a first-mover advantage. However, the CEO, Mr Hoang, was worried about what strategic option he should adopt to approach this new market while ensuring a strategic fit to its company’s resources and capabilities and also to the overall market demands of the tire industry environment in both countries. Expected learning outcomes Understand the basic decisions that firms contemplating foreign expansion must make: which markets to enter, when to enter those markets and at what scale. Recognize the current strategic decisions an organization is facing: positioning, portfolio and market expansion approach. Learn how to develop an effective strategic plan. Be familiar with different strategies for competing globally and their pros and cons. Evaluate various strategic options and decisions in accordance with a company’s resources and capabilities. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject Code CSS 11: Strategy.
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Derry, Robbin, and Sachin Waikar. "R. J. Reynolds's Dakota Cigarette (A1): Designed for Young Women." Kellogg School of Management Cases, January 20, 2017, 1–7. http://dx.doi.org/10.1108/case.kellogg.2016.000273.
Full textAbstract:
While R. J. Reynolds prepares to launch a new cigarette designed to recapture a portion of the 18- to 24-year-old female market from Philip Morris's rival Marlboro, a small health advocacy group receives an anonymous package exposing the marketing plans for the new brand. Poses the tactical strategies of the public health advocates against the defensive strategies of RJR as each group pursues its own goals.To evaluate the strategic opportunities of a health advocacy organization; assess the crisis management actions of a corporation marketing controversial products; examine the threats and opportunities created by anonymous whistle blowing; and consider the changing social attitudes about marketing and promotion of harmful products.
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Derry, Robbin, and Sachin Waikar. "R. J. Reynolds's Dakota Cigarette (A2): Designed for Young Women." Kellogg School of Management Cases, January 20, 2017, 1–7. http://dx.doi.org/10.1108/case.kellogg.2016.000274.
Full textAbstract:
While R. J. Reynolds prepares to launch a new cigarette designed to recapture a portion of the 18- to 24-year-old female market from Philip Morris's rival Marlboro, a small health advocacy group receives an anonymous package exposing the marketing plans for the new brand. Poses the tactical strategies of the public health advocates against the defensive strategies of RJR as each group pursues its own goals.To evaluate the strategic opportunities of a health advocacy organization; assess the crisis management actions of a corporation marketing controversial products; examine the threats and opportunities created by anonymous whistleblowing; and consider the changing social attitudes about marketing and promotion of harmful products.
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Derry, Robbin, and Sachin Waikar. "R. J. Reynolds's Dakota Cigarette (B): Designed for Young Women." Kellogg School of Management Cases, January 20, 2017, 1–7. http://dx.doi.org/10.1108/case.kellogg.2016.000275.
Full textAbstract:
While R. J. Reynolds prepares to launch a new cigarette designed to recapture a portion of the 18- to 24-year-old female market from Philip Morris's rival Marlboro, a small health advocacy group receives an anonymous package exposing the marketing plans for the new brand. Poses the tactical strategies of the public health advocates against the defensive strategies of RJR as each group pursues its own goals.To evaluate the strategic opportunities of a health advocacy organization; assess the crisis management actions of a corporation marketing controversial products; examine the threats and opportunities created by anonymous whistleblowing; and consider the changing social attitudes about marketing and promotion of harmful products.
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Maximus, Nwaohiri, and Chima Onuoha. "COMPETITIVE PARITY AND MARKETING PERFORMANCE OF NIGERIA BREWERIES PLC." International Journal of Advanced Academic Research, January 9, 2021, 28–47. http://dx.doi.org/10.46654/ij.24889849.b61214.
Full textAbstract:
Nigeria, just like most alcohol drinking countries around the world, is in the middle of a brutal beer war that has seen competing beer makers suffer declining bottom lines in exchange for higher market share. In Nigeria, this battle is currently between three major brewers: International Breweries, Guinness Nigeria and Nigeria Breweries. Keen competition among producers in the breweries industry had led to the search for production strategy and cost management technique to survive and outwit competitors. These goals, strategies and techniques are known as competitive parity. In the light of this, the study evaluates the competitive parity and marketing performance of Nigeria Breweries Plc in Nigeria amidst the stiff competition from other formidable beer brands. The paper derives its justification from the stiff rivalry that has characterized the high promotion war amongst firms in the industry, and the attendant tendency of adversaries. The competition amongst firms in an industry is identified as bearing on a contest to gain brand superiority, thereby shifting emphasis to place and promotion utilities of the marketing mix. The study relied on extant literature survey to identify strategic and tactical imperatives for survival of firms in the industry. It contended that defensive strategies and PEST analysis are sine quo non for competitive intelligence to sustain realistic and impactful existence in the highly competitiveness in the world of breweries in Nigeria.
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Maximus, Nwaohiri, and Chima Onuoha. "COMPETITIVE PARITY AND MARKETING PERFORMANCE OF NIGERIA BREWERIES PLC." International Journal of Advanced Academic Research, January 9, 2021, 28–47. http://dx.doi.org/10.46654/ij.24889849.b61214.
Full textAbstract:
Nigeria, just like most alcohol drinking countries around the world, is in the middle of a brutal beer war that has seen competing beer makers suffer declining bottom lines in exchange for higher market share. In Nigeria, this battle is currently between three major brewers: International Breweries, Guinness Nigeria and Nigeria Breweries. Keen competition among producers in the breweries industry had led to the search for production strategy and cost management technique to survive and outwit competitors. These goals, strategies and techniques are known as competitive parity. In the light of this, the study evaluates the competitive parity and marketing performance of Nigeria Breweries Plc in Nigeria amidst the stiff competition from other formidable beer brands. The paper derives its justification from the stiff rivalry that has characterized the high promotion war amongst firms in the industry, and the attendant tendency of adversaries. The competition amongst firms in an industry is identified as bearing on a contest to gain brand superiority, thereby shifting emphasis to place and promotion utilities of the marketing mix. The study relied on extant literature survey to identify strategic and tactical imperatives for survival of firms in the industry. It contended that defensive strategies and PEST analysis are sine quo non for competitive intelligence to sustain realistic and impactful existence in the highly competitiveness in the world of breweries in Nigeria.