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Sahir, Syafrida Hafni, and Rosmawati Rosmawati. "Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop Business." Management Analysis Journal 9, no. 4 (December 31, 2020): 459–66. http://dx.doi.org/10.15294/maj.v9i4.42613.
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This research aims to establish a strategic marketing strategy for the Medan City coffee shop company. The methodology used in this study was descriptive qualitative research through the method of the marketing combination 4Ps and Porters five strategic forces theory. The outcome of the analysis provided strategic marketing strategy for all facets of the 4Ps marketing mix, such as product, price, venue, and promotion. As five competitive forces are generated based on Porters, the resulting strategic marketing strategy becomes more oriented. This analysis will be useful for the company owner to take the best strategic marketing approach in particular.
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Oliynyk, Anna. "The use of marketing tools for effective marketing strategy development and implementation." Problems of Innovation and Investment Development, no. 19 (May 28, 2019): 4–16. http://dx.doi.org/10.33813/2224-1213.19.2019.1.
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The subject of research is a mix of theoretical and practical aspects in terms of the use of marketing tools for effective marketing strategy development and implementation. The purpose of the research is to figure out and enhance the key theoretical approaches during marketing tools usage, suggest step-by-step marketing tools instructions for each particular stage of marketing strategy. Methodology. The article was written with the use of the methods of critical analysis of scientific literature and Internet sources, abstraction, generalization, the ascent from abstract to the concrete, comparison, analysis and synthesis. Previously mentioned methods gave an opportunity to generalize the scientific approaches to the definition of ‘marketing strategy’ category, consider in detail and compare modern marketing tools for effective marketing strategy development and implementation. The results of the work. Marketing strategy development consists of three main stages: determinating of market opportunities, building the strategy itself with the help of STP-analysis (segmentation, targeting, positioning) and shaping the marketing program (4P marketing mix). For each stage of the strategy is determined a range of tools, that company should implement in order to reach an effective marketing strategy. For instance, for the first stage were proposed such strategic planning tools as SWOT-analysis, Porter’s five forces model and 5C-analysis. All tools mentioned above help the company to identify its strengths and weaknesses comprehensively, to understand its consumers, inner business-processes and influence of external environmental factors, which company is not capable of changing. During the second stage (STP-analysis) were offered company positioning tools like the Value Proposition Canvas (by A. Osterwalder) and Bowman’s Strategic Clock. Consequently, using the results of previous stages a company will have enough information for establishing the 4P marketing mix. Conclusions. The use of mentioned above instruments will allow companies to develop marketing strategies more effectively, by focusing on company business issues and, at the same time, carefully considering the main negative and positive points of the product following ongoing consumer needs for the purpose of profit maximization and the company`s performance improvement. Key words: marketing strategy, marketing environment analysis, marketing tools, segmentation, positioning, targeting.
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Zaraswati, Cut, Ujang Sumarwan, and Hari Wijayanto. "MARKETING STRATEGY OF COMMERCIAL HEALTH INSURANCE COMPANY." Indonesian Journal of Business and Entrepreneurship 3, no. 1 (January 28, 2017): 1–13. http://dx.doi.org/10.17358/ijbe.3.1.1.
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Angel, D. "Management Of Change In Company Strategy." Marketing Intelligence & Planning 5, no. 3 (March 1987): 27–32. http://dx.doi.org/10.1108/eb045753.
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Suhandi, Nazori, and Rendra Gustriansyah. "Marketing Strategy Using Frequent Pattern Growth." Journal of Computer Networks, Architecture and High Performance Computing 3, no. 2 (August 5, 2021): 194–201. http://dx.doi.org/10.47709/cnahpc.v3i2.1039.
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The biggest problem faced by printing companies during the Covid-19 pandemic was that the number of orders was unstable and tends to decrease, which had the potential to harm the company. Therefore, various appropriate marketing strategies were needed so that the number of product orders was relatively stable and even increases. The impact was that the company could survive and continued to grow. This study aimed to assist company managers in developing appropriate marketing strategies based on association rules generated from one of the data mining methods, namely the Frequent Pattern Growth (FP-Growth) method. The case study of this research was a printing company where there was no similar research that used a printing company's dataset. This study produced nine association rules that meet a minimum of 25% support and a minimum of 60% confidence, but only two association rules that had a high positive correlation, namely for a custom paper bag and banner products. Therefore, several marketing strategies were suggested that could be used as guidelines for companies in managing sales packages and giving special discounts on a product. The results of this study are expected to trigger an increase in the number of product orders because this study tried to find the right product for consumers and did not try to find the right consumers for a product.
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Burhan, Gilang Fatikhul, and Agus Mansur. "Marketing Strategy Planning Based on Customer Value." PROZIMA (Productivity, Optimization and Manufacturing System Engineering) 4, no. 2 (March 10, 2021): 29–40. http://dx.doi.org/10.21070/prozima.v4i2.1309.
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Determination of marketing strategies is crucial in the process of running a company. The concept of customer value has become increasingly used in marketing strategies and literature in recent years. Understanding customer needs and desires is very important in designing effective market strategies. Strategy makers must consider the complexity of factors when evaluating and choosing marketing strategies. CV Rumah Mesin is a company engaged in the supply and manufacture of various types of machinery. CV Rumah Mesin has difficulty in maintaining sales consistency which has an impact on sales turnover. The purpose of this study is to identify the level of performance and consumer expectations of products and services at CV Rumah Mesin and develop appropriate marketing strategies based on the results of identifying the performance and expectations of consumers. The method used in this research is Modified Servqual and AHP. From the results of the analysis and discussion of research that has been done, it can be concluded that there are several factors that must be improved by the company such as the guarantee of machine products, the safety of machine products, the safety of product shipments, the availability of varied machine products, and the company will never be busy (ignoring ) response from consumers. In marketing its products, company can use the target market segmentation strategy to consumer agencies such as the industry service and the tourism service. Companies can provide responsive post-sale services in providing certain guarantees to consumers in an effort to differentiate from competing companies
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Movsisyan, S. A. "Social media marketing strategy of Yerevan brandy company." Annals of Agrarian Science 14, no. 3 (September 2016): 243–48. http://dx.doi.org/10.1016/j.aasci.2016.08.010.
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Lugovskaya, O. K., and M. A. Simakina. "THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY." Vestnik Universiteta, no. 4 (May 27, 2019): 35–42. http://dx.doi.org/10.26425/1816-4277-2019-4-35-42.
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The experience of building the marketing strategy by the Russian telecommunications company Tele2 has been considered. Based on the description of the varied stages of the company’s development, the strategic choices of various years has been substantiated. The central point has been focused on determining the position of Tele2 in the telecommunications services market. It has been compared the approach to building the marketing strategy in Tele2 and other market participants. The new step of the company in the creation of the marketing strategy related to solving the problem of saturation of the telecommunications market due to the use of the concept of «Lifestyle enabler» has been analyzed.
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Mohapatra, Subhalaxmi, and Subhadip Roy. "Renault Duster: dusting away competition or facing a dust storm?" Emerald Emerging Markets Case Studies 5, no. 3 (April 16, 2015): 1–9. http://dx.doi.org/10.1108/eemcs-04-2014-0080.
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Subject area The major issues discussed in the case are related to first-mover advantage, segmenting, targeting and positioning and marketing strategy. Study level/applicability The case could be discussed in a postgraduate program for marketing and brand management and also for strategic management. It could also be used for an executive development program for marketing and business strategy. Case overview The present case is on the Renault Duster, a compact SUV (sports utility vehicle) launched by Renault India in 2012. Equipped with attractive design, innovative features and smart technology, the company used buzz marketing and social media marketing to promote the brand. Competitive pricing of Duster attracted both premium hatchback and sedan buyers in India as the company realized both sales and awards. However, sales started declining from the second half of 2013, and competition used both pricing strategy and exhaustive mass media advertising to compete with the Duster. The other cars from Renault India could not replicate the success of the Duster, which was contributing to around 80 per cent of the total sales of the company in India. Renault thus faced the challenge of losing their ground in the Indian market if they could not revive the sales of the Duster. Expected learning outcomes Product differentiation and brand positioning (the case is a good example of first-mover advantage); market segmentation and creating a new segment; branding strategy and the role of marketing communications in the same; analyze the role of a long term growth strategy and how it influences product/marketing strategy (business strategy course); understand the probable threats of business due to overdependence on one product (business strategy course); understand the impact of inter-firm rivalry on brandsuccess (business strategy course). Supplementary materials Teaching notes areavailable for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Abiddin, Moh Zainal, Ilyas Mas’udin, and Dana Marsetiya Utama. "Pemilihan Strategi Pemasaran Dengan Metode SWOT Dan TOPSIS." Jurnal Teknik Industri 18, no. 1 (August 24, 2017): 55. http://dx.doi.org/10.22219/jtiumm.vol18.no1.55-67.
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Marketing is an important activity of the company. The main purpose of company marketing is to increase profit. CV X is a trading company. The company’s problem is the stable product sales. Companies must determine the right marketing strategy. This study uses SWOT analysis to identify factors and formulate appropriate marketing strategies. The TOPSIS method is used to rank alternative marketing strategies. TOPSIS ranking show best and ideal strategy. Based on SWOT analysis are four marketing strategies alternative. the first priority marketing strategy is to expand the product marketing distribution network with a preference value of 0.497962. The second priority marketing strategy is to focus on one of the NPK variants with a preference value of 0.488088. The priority marketing strategy of three is to improve the quality service with a preference value of 0.465217. And four priority marketing strategy is the use of marketing strategy with the value of preference 0.462249.
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Ramos, André Luiz, Otávio Bandeira De Lamônica Freire, and Marcelo Moll Brandão. "Value of the Company and Marketing Metrics." Revista Ibero-Americana de Estratégia 12, no. 4 (December 1, 2013): 235–60. http://dx.doi.org/10.5585/ijsm.v12i4.2044.
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Thinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch’s vision (1994), where strategic resources can be tanbigle or intangible, internal or external to the firm, raises a research approach on Marketing and Finance. According to Srivastava, Shervani and Fahey (1998) there are 3 market assets types, which generate firm value. Firm value can be measured by discounted cashflow, compromising marketing activities with value generation forcasts (Anderson, 1982; Day, Fahey, 1988; Doyle, 2000; Rust et al., 2004a). The economic value of marketing strategies and marketing metrics are calling strategy researchers’ and marketing managers’ attention, making clear the need for building a bridge able to articulate marketing and finance form a strategic perspective. This article proposes an analytical framework based on different scientific approaches envolving risk and return promoted by marketing strategies and points out advances concerning both methodological approaches and marketing strategies and its impact on firm metrics and value, usgin Srinivasan and Hanssens (2009) as a start point.
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Pluta-Olearnik, Mirosława, and Magdalena Murzyn. "The Company Marketing Strategy vs their Crucial Success Factors." Marketing i Zarządzanie 44 (2016): 235–44. http://dx.doi.org/10.18276/miz.2016.44-21.
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Meyliana, Meyliana. "Analisa Strategi E-Marketing dan Implementasinya pada Rental Company." Binus Business Review 2, no. 1 (May 30, 2011): 31. http://dx.doi.org/10.21512/bbr.v2i1.1109.
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Customers are the main key for persistence of a company. The company could arrange old customers and attract new customers, as marketing event. Marketing is one component in customer relationship management. Marketing today has become a trend in doing promotion, increase new customers to expand target market, and maintain old customer loyalty to increase the company sales’ point volume. Supported by appropriate information technology, marketing event could be changed as events that give benefit to the company. Marketing event with information technology, e-marketing, is done to increase company image. After being analysed, this e-marketing strategy will be implemented to rental company.
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Лукина, Е., and E. Lukina. "Methodical Approach to Developing a Marketing Strategy." Scientific Research and Development. Economics of the Firm 7, no. 1 (May 14, 2018): 26–36. http://dx.doi.org/10.12737/article_5ad9de218ee196.90014341.
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The dominant paradigm of strategic marketing is increasingly becoming the object of criticism and stimulates alternative approaches to selection or creation of the reference strategy. First of all, it is connected with the development of the resource concept of competitive advantages of enterprises and the new dominant logic of marketing, in which offers an innovative paradigm for managing development of business entities and promoting their products to target markets. The methodical approach for marketing strategy of a company formation, a concept of innovation potential of the company that distinguishes from the known fact that reflects not just the availability of the necessary resources for the implementation of innovation, and indicates the ability either to generate different types of innovation within the enterprise, or to borrow them from the outside is set out in this article. The reference to types of innovation is the author’s proposal; an advanced algorithm of marketing strategy formation, the author’s matrix of choice for marketing strategies and methods of evaluation of innovative potential of the enterprise as the basis of strategy selection is the part of it.
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Irwin, Richard L., Tony Lachowetz, and John Clark. "Cause-related sport marketing: Can this marketing strategy affect company decision-makers?" Journal of Management & Organization 16, no. 4 (September 2010): 550–56. http://dx.doi.org/10.1017/s1833367200001929.
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AbstractIn an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives. Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Variance results indicate respondents possessed positive opinions about the corporation's CRSM efforts, with significant differences existing between respondents with direct decision-making authority and those with limited or no decision-making authority on key items. Additionally, respondents expressed a more positive opinion toward continuing their business relationship with the corporation, or, for those respondents who were prospective clients, beginning a business relationship with the corporation.
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Irwin, Richard L., Tony Lachowetz, and John Clark. "Cause-related sport marketing: Can this marketing strategy affect company decision-makers?" Journal of Management & Organization 16, no. 4 (September 2010): 550–56. http://dx.doi.org/10.5172/jmo.2010.16.4.550.
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AbstractIn an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives. Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Variance results indicate respondents possessed positive opinions about the corporation's CRSM efforts, with significant differences existing between respondents with direct decision-making authority and those with limited or no decision-making authority on key items. Additionally, respondents expressed a more positive opinion toward continuing their business relationship with the corporation, or, for those respondents who were prospective clients, beginning a business relationship with the corporation.
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Yonathan, Felix Calvany, Ijlal Setyoviyon, Annisa Alifa Khair, Muhammad Khusni Mubarrok, and Najihah Binti Rosli. "DEVELOPING MARKETING STRATEGY OF PT ANGKASA DWI UTAMA TO AMERICA." International Journal of Applied Business and International Management 2, no. 3 (February 2, 2018): 71–85. http://dx.doi.org/10.32535/ijabim.v2i3.23.
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PT. Angkasa Dwi Utama, our company has two subsidiaries convinced backpackerjalanjalan.com and tour and travel of Putra Hadi. As we know traveling increasingly in demand by many people and society, but foreigners who are have travelling hobbies, our company can provide tours to several countries in Asia but our company is more concerned to travel in Indonesia. Indonesia has many beautiful spots around the country, but these spots are not published well to the other country. Because of that we use online media for promotion of our business and the hidden beautiful spots in Indonesia, we use website, facebook, twitter, etc.
This company have good management systems and interesting tour and travel packages, but this company are not doing promotion well. This company is have great potential to be better, so our team try to help this company selling the product abroad specially USA.
The recommended idea from our team is using promotion by social media. We use social media because that is the quickest way to promote it without going to the targeted country. Our team is try to cooperate with another travel agent abroad which is AmericaAsia.com
Our team are very optimistic with this project to help the company being international travel agent. We are hoping that our recommended idea can help the company to get more and more travel agent partnership.
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Rahayu, Putri Ning. "STRATEGI KOMUNIKASI PEMASARAN OPPO BENGKULU “Studi Deskriptif TSPV dalam Berkomunikasi dengan Promotor OPPO Cabang Bengkulu”." Profesional: Jurnal Komunikasi dan Administrasi Publik 7, no. 1 (July 3, 2020): 34–42. http://dx.doi.org/10.37676/professional.v7i1.1090.
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Marketing Communication is a form of strategy intended to improve the quality of the company and the limited company's goals. In addition, marketing communication activities are activities that are designed to create structured management and reach the quality of work in company. The research was conducted to find out how the Marketing Communication Strategy for marketing activities in the OPPO Bengkulu Company. The object of this study was carried out to study marketing strategies in marketing activities at the OPPO Bengkulu company. While the research subjects were the OPPO Bengkulu Company which was stationed in Bengkulu and chosen by this company because of its position as TSPV manager in the field of discussing and improving the quality of the company (promoter). The theory used in this research is the theory of Internal Communication according to Lawrence D. Brennan which supports two things, namely vertical and horizontal communication. The research has revealed the marketing process itself by establishing a feed on activities as well as the marketing process. The results showed that team management and knowledge control were very important in increasing sales and customer satisfaction found in the case study. Based on the analysis, it is concluded that the marketing communication strategy of OPPO Bengkulu company uses the activities of the TSPV management team consisting of training products, follow-up, persuasive communication and impact management. Many marketing activities are supported by TSPV team activities towards promoters (employees) in increasing sales figures.
Keywords : strategy, marketing communication, marketing activities.
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Чала, Ніна Д., and Ірина В. Архипенко. "СТРАТЕГІЧНИЙ МАРКЕТИНГ ТА ОСОБЛИВОСТІ ЙОГО ВИКОРИСТАННЯ В ДІЯЛЬНОСТІ ВЕЛИКИХ КОМПАНІЙ." Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 119, no. 1 (May 23, 2018): 65–73. http://dx.doi.org/10.30857/2413-0117.2018.1.7.
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The relevance of the research topic is underpinned by the increasing need for assessing the company competitive position not only inside the market but also within each target segment, in particular, that could be realized through effective use of strategic marketing tool set. The article seeks to provide insights to implementation of strategic marketing tools for business activities of large companies. The evolution of the marketing strategic management concept development has been analyzed. The key factors enhancing the role of strategic marketing in the practice of large companies are investigated. It is argued that major changes in consumer behavior are associated with the information society development with its emphasis on the "modernized" buyer and differentiated marketing, largely focused on the interests of each client. Apparently, the primary objectives of strategic marketing of large companies are, above all, the company organizational management which should be aimed to meet the needs of a potential customer; company life-cycle assessment, as well as providing an argument-based report on strategy implementation for the company top management. The specific features of corporate strategic marketing activities are identified and grounded. The marketing growth strategies for large companies classified. It is concluded that to be effective, a modern marketing strategy of large companies should be directed not only to achieve efficient performance, increased sales and enhanced management but also address the needs of the market and individual consumer, which can be implemented through a combination of new marketing tools for strategic planning and the tactics for customer-based marketing.
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Popescu, Mirona Ana Maria, and Silviu Valentin Miroslav. "Implementing an Online Marketing Strategy for an IT Company." Advanced Engineering Forum 27 (April 2018): 268–73. http://dx.doi.org/10.4028/www.scientific.net/aef.27.268.
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This paper aims to introduce an innovative integrated online feedback tool to gather user-generated information from the online visitors of a company’s website. In this particular example, are presented the benefits of adopting such a tool in the case of an IT company. As growth can be obtained only through customer satisfaction, this tool would enable the Company’s decision-makers to have real-time access to information on their clients’ feedback. With the help of the online reviews, a new kind of marketing and communication emerged, that helps filling the gap between the old traditional review to a viral form of feedback that can increase exponentially the value of a business. Online reviews are one of the biggest aspects for any business that wants to take control and keep a good online reputation. Reviewing has entirely changed the face of the online marketing since the Internet caused a revolution in selling. Reviewing allows businesses to be active and positive regarding the participation of the consumers, and gives them a solid foundation for creating a relationship between the consumer and the business
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Hartanto, Fenny Widyani, and Maria Yoshephine Dwi Hayu Agustini. "A Thought on Applicability of Sun Tzu’s Strategy on Marketing Strategy." Journal of Management and Business Environment (JMBE) 2, no. 1 (August 4, 2020): 38. http://dx.doi.org/10.24167/jmbe.v2i1.2621.
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Sun Tzu’s strategy is actually an art of war used by Chinese military under Sun Tzu to win the war. Its application has been widespread beyond the military strategy. It has also been adopted for business strategy. This manuscript is to examine applicability of Sun Tzu’s strategy on marketing. In particularly it examines if Sun Tzu’s strategy can be applied as marketing strategy. Review manuscripts in related topics and a case study on a company are the method for the examination. The result indicates that Sun Tzu’s strategy is applicable in marketing and can be related with specific marketing terms.
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Tarmizi, Tarmizi. "MARKETING STRATEGY TO INCREASE SALES VOLUME." Jurnal Ilmiah Teunuleh 2, no. 2 (June 28, 2021): 321–28. http://dx.doi.org/10.51612/teunuleh.v2i2.49.
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Competition between entrepreneurs, especially traders in luring consumers so as to increase sales. And one way is to implement a marketing strategy. Marketing strategies must be done effectively so that sales can increase. Marketing activities generally focus on products, pricing, policy ditribusi, and promotional methods that in this case are known as the marketing mix. Marketing mix activities play an important role for the survival of a company. But marketing strategies are sometimes carried out on the basis of conventional economic principles, therefore in this study will be researched about marketing strategies in an Islamic perspective.
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Meshko, Nataliia, and Anastasiia Savinova. "Digital marketing strategy: companies experience during pandemic." VUZF Review 5, no. 4 (December 31, 2020): 41–49. http://dx.doi.org/10.38188/2534-9228.20.4.05.
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COVID-19 pandemic has brought significant changes, especially regarding the use of digital technologies in the promotion of goods and services. Digital marketing strategies are widespread in various sectors of the world economy. With the use of digital marketing tools, the companies are able to gain real-time consumer insights, to create and to communicate value to consumers more creatively. This scientific research described proposes to determine the feasibility of using a digital marketing strategy in the context of a limited budget, using the example of an IT company. The results of digital marketing tools were analyzed, management problems according to strategic decisions are identified and the strategy of digital opportunities for the local context was improved. The key factors of digital marketing strategy are usability, tangible value, perceived value, high return, efficiency, quality of digital services, quality of digital information, quality of the digital system, predictability of expected results. The main strategies for promoting goods and services in the digital environment, and expected financial indicators in the context of the chosen strategies and changes in important indicators during a pandemic were considered. Measures for improving the promotion strategy were proposed; they will help maintain an appropriate level of development of the company within the current budget and contribute to its financial stability.
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Meshko, Nataliia, and Anastasiia Savinova. "Digital marketing strategy: companies experience during pandemic." VUZF Review 5, no. 4 (December 31, 2020): 41–49. http://dx.doi.org/10.38188/2534-9228.20.4.05.
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COVID-19 pandemic has brought significant changes, especially regarding the use of digital technologies in the promotion of goods and services. Digital marketing strategies are widespread in various sectors of the world economy. With the use of digital marketing tools, the companies are able to gain real-time consumer insights, to create and to communicate value to consumers more creatively. This scientific research described proposes to determine the feasibility of using a digital marketing strategy in the context of a limited budget, using the example of an IT company. The results of digital marketing tools were analyzed, management problems according to strategic decisions are identified and the strategy of digital opportunities for the local context was improved. The key factors of digital marketing strategy are usability, tangible value, perceived value, high return, efficiency, quality of digital services, quality of digital information, quality of the digital system, predictability of expected results. The main strategies for promoting goods and services in the digital environment, and expected financial indicators in the context of the chosen strategies and changes in important indicators during a pandemic were considered. Measures for improving the promotion strategy were proposed; they will help maintain an appropriate level of development of the company within the current budget and contribute to its financial stability.
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Sun, Yinan. "Research on the Relationship between Marketing Strategy and Brand Development of Apparel Companies Based on Data Mining Technology." E3S Web of Conferences 275 (2021): 01062. http://dx.doi.org/10.1051/e3sconf/202127501062.
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The apparel industry is an important part of China’s economy and an important industry that drives the continuous improvement of national living standards. As the size of China’s internal market continues to expand, competition in the apparel industry has become increasingly fierce, making the development of apparel companies face huge challenges. For apparel companies, establishing a brand style that is unique and effective in attracting consumers, along with a sound brand marketing strategy, is a must for apparel companies to survive. This paper takes Company X, which is engaged in the apparel industry, as an example, and firstly analyses Company X’s brand marketing, then introduces data mining technology to analyse the relationship between Company X’s marketing strategy and brand development in view of the shortcomings of Company X’s brand marketing, and finally proposes a corresponding brand marketing strategy in order to provide a reference for the formulation of Company X’s brand marketing plan and promote the development of the apparel industry.
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Arjang, Arjang, Harwin Harwin, Wahyuddin Hamid, and Andi Risma Jaya. "Pelatihan Marketing Strategi Tenaga Pemasaran Guna Pencapaian Target Penjualan." BAKTIMAS : Jurnal Pengabdian pada Masyarakat 1, no. 4 (December 31, 2019): 212–17. http://dx.doi.org/10.32672/btm.v1i4.1723.
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ABSTRACT Failure to achieve sales targets has implications for not achieving the company's profit targets. The most basic problem, is preparing a plan and a team that will provide a solution to the problem. Marketing strategy training has a fundamental goal of increasing sales and achieving competitive advantage with a sustainable perspective. Marketing strategies include short-term plans and long-term market-oriented marketing activities in order to contribute to the company's goals and marketing objectives. For this reason, PT. Tata Finapedia, a marketing agency services company, built a partnership with the University of Eastern Indonesia (UIT), to help train marketing staff. The success of a marketing strategy is measured by sales performance and company profit growth. This training is expected to help explain the latest aspects of marketing strategy so as to increase the ability in the formulation and analysis of marketing strategies in the business environment of PT. Tata Finapedia.Keywords: Training, Marketing, Marketing, SalesABSTRAKKegagalan dalam pencapaian target penjualan, berimplikasi pada tidak tercapainya target profit perusahaan. Problem paling mendasar, adalah menyiapkan perencanaan dan tim yang akan memberikan solusi bagi problem itu.(Jørgensen 2018) Pelatihan marketing strategy memiliki tujuan mendasar yaitu meningkatkan penjualan dan mencapai keunggulan kompetitif dengan perspektif yang berkelanjutan.(Rowe and Clark 1927) Marketing strategi mencakup rencana jangka pendek dan jangka panjang kegiatan pemasaran dengan berorientasi pasar dalam rangka memberikan kontribusi terhadap tujuan perusahaan dan tujuan pemasaran. Untuk itu, PT. Tata Finapedia, perusahaan jasa keagenan marketing, membangun kemitraan dengan Universitas Indonesia Timur (UIT), guna membantu pelatihan bagi jajaran marketing. Keberhasilan strategi pemasaran diukur dari kinerja penjualan dan pertumbuhan laba perusahaan. Pelatihan ini diharapkan membantu memaparkan aspek marketing strategy terkini sehingga mampu meningkatkan kemampuan dalam formulasi dan analisis strategi pemasaran di lingkungan bisnis PT. Tata Finapedia.Kata Kunci: Pelatihan, Marketing, Pemasaran, Penjualan
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Arora, Soma. "Micromax Informatics Ltd: Marketing strategy for emerging markets." Emerald Emerging Markets Case Studies 5, no. 5 (September 28, 2015): 1–22. http://dx.doi.org/10.1108/eemcs-06-2014-0158.
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Subject area Marketing strategy, strategic innovation. Study level/applicability Strategic brand management or marketing strategy courses at MBA level. Case overview It seemed likely that a company with the highest number of product variants would consider product innovation to be its key source of sustenance in a crowded marketplace. Especially so, when the local and global competition was hotting up to a new launch every week. In the case of Micromax, a mobile handset maker from India tried to drive home the point that sustainability in emerging markets did not lie in inventing a new technology like Apple or Nokia or Sony did, albeit accompanied with a premium price tag. For the emerging markets, it was important to optimize the offering for the consumers. Strategic optimization could result from bridging the gaps in performance, infrastructure and organization design, which came naturally to this marketing-savvy mobile maker. Any company could make a cost-effective phone, but few could position, brand and sell it the way Micromax did. Shubhodip Pal, Head of Marketing at Micromax Informatics Pvt Ltd, India, pondered the marketing strategy which could pave the way into maintaining the company's national leadership position while creating a roadmap for its global foray. For Micromax, marketing strategy innovation, and not product innovation, would fulfil the goal of long-term growth in India and overseas markets. Expected learning outcomes The students studying this case are expected to learn: marketing strategy in emerging markets such as India, marketing strategy as the critical success factor for upcoming Indian companies rather than product innovation and doing business in emerging markets. 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.
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Katsioloudes, Marios, Jim Grant, and Donelda S. McKechnie. "Social marketing: strengthening company‐customer bonds." Journal of Business Strategy 28, no. 3 (May 8, 2007): 56–64. http://dx.doi.org/10.1108/02756660710746283.
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Kpekpena, Israel, and Haiyan Hu. "Ghacem in Ghana: marketing cement in a newly competitive environment." CASE Journal 15, no. 5 (March 30, 2019): 485–502. http://dx.doi.org/10.1108/tcj-01-2018-0016.
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Theoretical basis This case study applies the scanning of marketing environment (i.e. typology of marketing environments); strategic marketing planning process, involving SWOT analysis, growth strategies; and marketing mix (four ps). Research methodology This is modeled as a qualitative study. Primary data were collected through a phone interview with the key informants, and secondary data came from various publications such as government reports, news portals and company websites. Case overview/synopsis Ghacem was the first cement manufacturing company in Ghana and had enjoyed a monopoly for almost 33 years. The company offered a homogeneous product to an undifferentiated market from 1967 until competition began in 2000. New competitors promote the use of cement grade numbers on their product packaging to signal a better value, which intensified the competition. As the Head of Marketing of the company, Benny was asked to develop a marketing strategy for the company’s newly developed product for the company to remain competitive. Complexity academic level Undergraduate students taking Principles of Marketing.
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Dukoska, Katerina. "MARKETING ACCESS FOR THE GLOBAL MARKET." KNOWLEDGE INTERNATIONAL JOURNAL 30, no. 1 (March 20, 2019): 209. http://dx.doi.org/10.35120/kij3001209d.
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The company in the global economy is persisting in the production of goods that people want and are able to buy. Accordingly, it is essential to determine the market consumption to gain insight into the company's continued existence and resilience in the event that there is no potential threat to liquidation. Many companies today focus their focus on consumers (or towards the market). This implies that companies focus their activities and products on customer requirements. In general, there are three ways to do this: an approach to consumers, an approach to recognizing market changes and an approach to product innovation. In the approach to consumers, the wishes of the buyer are the drivers of all strategic marketing decisions. No strategy has been put into use until it passes the consumer research test. Every aspect of market supply, including the nature of the product itself, is driven by the needs of potential consumers. In this type of business, the firm's marketing department is often seen as a prime importance for the level of the organization's performance. The information from the marketing department of the organization will be used to guide the actions of other departments in the company. As an example, we can assume that the marketing department through marketing research can establish that consumers want a new kind of product or a new use of the already known product. Based on this knowledge, the marketing department will inform the research and development department on the basis of new wishes of consumers to create a prototype product / service. Then, the production department will start to produce the product, while the marketing department will focus on promotion, distribution, price and the like of the product. The company's financing section will additionally be consulted, taking into account the costs of financing the development, production and promotion of the product. Conflicts between departments can occur if the firm joins only the marketing orientation. Production may oppose the introduction, maintenance and provision of investments that may be needed to promote a new product. It is crucial to say that a company that plays on the global market must have a strategy that can be used to gain a competitive advantage. Every company needs to have a strategy for appearance on the global market in order to gain the opportunity to progress. It is crucial to create the conditions for advancing the company by choosing the right marketing strategy. This is necessary for the following reasons: - Direct the work of the company - Give an insight into the necessary expenses - Allows the company to gain a competitive advantage
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Zulkarnain, Deki, Edy Wahyudi, and Sasongko Sasongko. "Integration Strategy of Marketing and Supply Chain PT Semen Indonesia (Persero) Tbk. Holding Company." Regional Dynamic: Journal of Policy and Business Science 1, no. 1 (July 12, 2020): 48. http://dx.doi.org/10.19184/rdjpbs.v1i1.17830.
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AbstractThis research focuses on exploring the marketing and supply chain integration strategy at PT Semen Indonesia (Persero) Tbk. Holding Company. The status of the state-owned enterprise (SOE) cement industry has dominated the cement market share in Indonesia after the holding strategy, but the data shows that the market share of Semen Indonesia sales has continued to decline. Another problem is that the accumulated cost of revenue has increased sharply, especially since the income growth is not significant, so that gross income has decreased. This research presents integration activities that occur at the corporate and functional level in the marketing and supply chain directorates. The case study method is used in this research to track the integration of marketing and supply chains as an effort to improve the company's sales performance. Data was collected through in-depth interviews in the Marketing Research & Analysis section of PT Semen Indonesia (Persero) Tbk and secondary data in the form of company annual reports. The results of this study indicate that PT Semen Indonesia (Persero) Tbk integrates marketing and its supply chain through a strategy of unifying the two functions in one directorate. The marketing and supply chain functions at each Operating holding have been revoked, all of them directly managed by the Holding Company. The supply chain is centrally integrated in the form of transportation, distribution and procurement functions. In the marketing aspect, the Holding Company integrates the marketing planning and marketing control and marketing functions as well as the sales function.
Keywords: Strategy; Integration; Marketing; Supply Chain; Holding Company
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KRFSNIAK, Olena, and Sergey AMONS. "CONCEPTUAL APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF THE BEAUTY SUGAR COMPANY ENTERPRISES." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 9 (49) (September 25, 2019): 60–69. http://dx.doi.org/10.37128/2411-4413-2019-9-7.
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The conceptual bases of development and realization of marketing strategy of enterprises of beet sugar subcomplex are considered in the article; stages of strategy formation are characterized; the complex of economic and organizational problems of realization of strategic marketing approach in the market of agricultural products is revealed. It is established that the domestic sugar processing industry remains one of the strategically important directions of the agroindustrial complex and today it preserves the prospects of stabilization despite certain problematic aspects in the development of the enterprises of the sugar processing industry as a whole. The basic aspects of forming of marketing strategy of processing enterprises are presented; describes the relationship between the phases of food marketing development and the level of application of the food marketing strategy. Based on this research, a set of conceptual approaches of the enterprise marketing strategy was developed, the application of which should contribute to providing a systematic approach to its planning, implementation and control. The results of the conducted research show that the commodity policy of the sugar beet subcomplex enterprises of Ukraine should be focused on continuous improvement of the quality of production - as one of the priority areas of activity of the sugar plant, which provides its competitive advantages in the agricultural market. The assortment component implies the integrated application of diversification of commodity production by improving the existing assortment and processing of by-products. On the basis of the analysis of the works devoted to the peculiarities of forming the marketing strategy of the processing enterprise, the authors propose their own integrated model of marketing strategy of the sugar beet subcomplex enterprises, which combines commodity, price, communication and organizational policy.
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Yuliati, Atin, Siti Nur Malihatus, Tri Iis Wardani, Erika Sekar Sawitri, and Siti Maryama. "Efektifitas Pemasaran UKM Berbasis Kayu Limbah: Studi Pada UKM Liidi Furniture Di Kecamatan Serpong, Kota Tangerang Selatan." Indonesian Journal of Economics Application 1, no. 1 (July 13, 2018): 21–26. http://dx.doi.org/10.32546/ijea.v1i1.165.
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Marketing strategy is a very important thing for a company in which marketing strategy is a way of achieving the goal of a company, no exception, small and medium enterprises. This article reports the results of research marketing practices which is implemented by SMEs and studied their effectiveness. The elaboration of the results is discussed further in this article.
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Mirković, Milena, and Dejana Kulina. "Marketing Communications as Important Segment of the Marketing Concept." ECONOMICS 4, no. 1 (June 1, 2016): 165–80. http://dx.doi.org/10.1515/eoik-2015-0031.
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Summary New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products or services is also changing and expanding its activities in line with international market. This leads to the creation of an international marketing concept and system as a specific approach to the processing of international economic relations. An important segment of implementation of the marketing concept is the marketing communication, which in terms of the limited number of international barriers. It is certainly possible to overcome with a well-defined marketing strategy. Clearly defined marketing strategy and well-prepared marketing mix remove barriers, to meet the set goals and lead to positive results for the company.
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Hidayat, Cecep, Iskandar Putong, and Idi Setyo Utomo. "Corporate Marketing Strategy Model (Case Study in Indonesian Insurance Company)." Advanced Science Letters 21, no. 4 (April 1, 2015): 913–17. http://dx.doi.org/10.1166/asl.2015.5933.
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This study aims to develop a model of corporate marketing strategy using six indicators of Arthur D Little which uses the company’ financial statements in the insurance field listed in Indonesian Stock Exchange. The number of samples used is equal to the number of population, such as nine companies that are still active in doing trading and reporting the financial statement periodically and published at stock exchange website. By using the interpretation, there are six indicators found as the Corporate Marketing Strategy. The result is standardized using the Zcore methods which are tested by Confirmatory Factor Analysis model. The given result is modeled by using Principal Component Analysis-Exploratory Factor Analysis, and retested by using the Confirmatory Factor Analysis. Therefore, given the result that it is initially come up as a Corporate Marketing Strategy that consists of six indicators variable with two variables factors, such as Effectiveness Strategy (product, management and system, technology, and operation strategy) and Efficiency Strategy factors (market and retrenchment strategy).
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Vrtana, David, and Martina Gogolova. "Marketing strategy applied in the environment of an international company." SHS Web of Conferences 74 (2020): 01037. http://dx.doi.org/10.1051/shsconf/20207401037.
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The escalating trend of globalization makes enterprises increasingly adapt to the international environment. This can be seen as very demanding and diverse. However, there are many multinational corporations currently being active worldwide. Multicultural differences, either the impacts of the economic, political or legal environment can significantly affect the business scope of enterprises in a global environment. For example, gaining and maintaining a competitive advantage worldwide can be an advantage of global action. The subject of the article is an analysis of a company BHP Biliton, which operations extend to twelve countries around the world spreading across all continents. The company also focuses on current global trends. The articles is focused mainly on the slowdown in economic development, where BHP Billiton has a corporate program in place. The company also tries to tackle the global climate change problems by cutting emissions. The subject of the analytical part of the article is to analyze the competitive position by means of the Porter model on the basis of available data about the BHP Billiton company. Furthermore, Ansoff’s matrix is elaborated in the analytical part, which identifies the specific strategy of targeting the company to products or markets. Based on the analyzed and compared data and outputs from BHP Billiton’s analysis, the article proposes a more effective way of using a marketing strategy and accepting global trends.
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G. Goncharuk, Anatoliy, and Maryna Getman. "Benchmarking to improve a strategy and marketing in pharmaceuticals." Benchmarking: An International Journal 21, no. 3 (April 29, 2014): 364–85. http://dx.doi.org/10.1108/bij-06-2012-0041.
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Purpose – The paper is devoted to benchmark strategic ideas, organizational culture, marketing business processes and key marketing performance measures of the pharmaceutical companies that operate on Ukrainian pharma market in order to determine the best practices and possibilities of their use for the purpose of improving performance outcomes of companies participating in the research. Design/methodology/approach – The AllFusion Process Modeler 7 software was used for processes modeling. The Balanced Scorecard Designer software was used to create balanced scorecard. The classifier of processes at pharmaceutical companies designed by American Productivity and Quality Center (APQC) was used when determining marketing processes and building process maps. A marketing analysis (value market share, share of voice, secondary sales dynamics and companies' market share growth dynamics) was carried out in order to estimate the efficiency of marketing process. Findings – The study showed that three pharmaceutical companies have different strategic aims, mission and vision. For the global companies, a strategic aim is “Market takeover”, while the local company tries just to retain its position on the market due to some historically prevailing conditions. The study showed that local company's management does not consider marketing as a driving force of the development and sales growth; that is why company lacks marketing culture and marketing department as such is substituted with sales and distribution department. The authors find the needs of structural changes in order to develop, yield profit and avoid acquisition by local pharmaceutical company using the better practice of the global companies. Research limitations/implications – The research is limited by a little number of companies (three) and one country market (Ukraine). Practical implications – The study includes practical recommendations focused on the improvement of financial indicators and profitability of the local pharmaceutical company with a use of benchmarking tools. They can be useful for the other local companies that try to compete with global pharmaceutical companies on the local markets. Originality/value – This paper adopts the various benchmarking tools to improve a strategy and marketing processes for pharmaceutical companies.
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Zuhdi, Saefudin, and Rini Syarif. "Analisis Strategi Sosial Marketing Dalam Meningkatkan Volume Penjualan." Jurnal Ilmiah Manajemen Kesatuan 1, no. 1 (April 23, 2013): 1–12. http://dx.doi.org/10.37641/jimkes.v1i1.250.
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In effort to prevent HIV/AIDS, condom is an alternative to prevent HIV transmission from sexual relations. As a prevention tool, condom has not been 100% safe yet. Moreover, there is a controversial information about porous condom.In marketing the product, that is condom, particularly for high risk group, Himpunan Abiasa applys social marketing strategy. In addition to knowing which marketing strategy is applied, the author can find out the volume of Kondom Sutra sales marketed via social marketing during the period 2009 – 2010.
The research method used is Descriptive Analysis and SWOT Analysis. Data utilized are primary data and secondary data: looking for and collecting data from Himpunan Abiasa, NAC (National AIDS Commision), company profile, books, and literatures related to the study; besides that, by interviewing four experts having competence in their field.
By using SWOT analysis, the researcher gets internal matrix score : 2626 and external matrix score : 2677. It shows that the company has growth and stabilization, the company keeps be able to maintain existing business in continuity. This writing is a form of acknowledgement and appreciation to the company on what it has been applied. Besides that, the author gets benefit by the fact that he can enlarge knowledge concerning the application of social marketing as a strategy of HIV-AIDS prevention program.
Keywords: marketing strategy; social marketing; sales volume
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Salam, Muhammad Talha. "Web Portals Division in a quandary." Emerald Emerging Markets Case Studies 3, no. 8 (November 19, 2013): 1–14. http://dx.doi.org/10.1108/eemcs-06-2013-0096.
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Title – Web Portals Division in a quandary. Subject area – Marketing, e-marketing, strategy. Study level/applicability – Suited for final-year undergraduate and graduate courses in marketing strategy, strategic sales management, e-marketing and internet businesses. Case overview – This case follows the evolution of Mech Technologies and Website Portals Division within the company. CEO of the company who was also heading the division was grappling an unprofitable venture. A dilemma of competitors offering free services while his portals were devoid of matching revenue stream added to his woes as he was strategizing a turnaround. Readers get an insightful review of the industry, key competitors as well as emerging challenges. Expected learning outcomes – Developing marketing strategy for a small organization in an emerging market. Learning about evolution and challenges faced by internet businesses in developing economies. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes.
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Ponomarenko, Roman. "THE EVALUATION OF MARKETING ASSETS INFLUENCE ON THE EFFECTIVENESS OF INTERNATIONAL COMPANIES." Management Theory and Studies for Rural Business and Infrastructure Development 38, no. 3 (September 29, 2016): 281–94. http://dx.doi.org/10.15544/mts.2016.23.
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In the age of total dematerialization of global business the process of international company asset evaluation (especially its financial and managerial aspects) becomes more complex. Taking into account the modern economic context it is harder for professional marketers to asset the potential, strategic output of available company resource management and especially marketing activities. Therefore, this paper addresses the following problem: what are the key prospects of marketing asset usage in the modern strategic management and what is the degree of their influence on the effectiveness of international companies? This paper aims to identify the key elements of marketing asset system and its impact on the company performance by analyzing the correlation between key ratings, which evaluate the quality of every asset management and the profit dynamics of relevant international companies during 2010–2015. The results of detailed analysis indicate the greatest impact of such assets as brands, marketing information system, marketing strategy and alliance-based assets on the company performance.
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Prymostka, Olena. "Life insurance companies marketing strategy in the digital world." Insurance Markets and Companies 9, no. 1 (October 2, 2018): 70–78. http://dx.doi.org/10.21511/ins.09(1).2018.06.
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The research is aimed to evaluate the internet marketing strategies in of life insurance companies in Ukraine. The insurance service in the time of digitalization faces scenarios of implementation in the marketing strategy on-line component. The main challenge for Ukrainian life insurance companies comparatively with the world practice is non-obligatory status of such kind of insurance contracts. So, on the one hand, costs of operation, regulatory pressures and inflexible technology infrastructure are increasing, and, on the other hand, economic recession does not allow to increase the number of insured persons, premiums and profit growth.Sector of financial services is characterized by an increase in the level of competition, life insurance compelled to compete with pensions funds, banks and other financial institutions in order to defend their market share. Insurance companies marketing strategy determines how an insurer can best achieve its goals and objectives, keep existing customers and attract new ones with minimal costs.Keeping all the above problems around the study would attempt to study all the factors that contributed to the effective marketing strategies. This paper presents different marketing strategies that are taken up in life insurance services keeping in view external and internal environment of the company.
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Saputro, Septiyan Adi, Eli Mas'idah, and Andre Sugiyono. "MARKETING STRATEGY ANALYSIS USING THE METHOD SWOT AND QSPM IN INDUSTRIAL SCREEN PRINTING INDUSTRIES." Journal of Applied Science and Technology 1, no. 01 (February 15, 2021): 12. http://dx.doi.org/10.30659/jast.1.01.12-21.
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Omah Sablon is a company engaged in screen printing. As a company engaged in screen printing, Omah Sablon must be more creative in designing and deciding business missions and marketing strategies that will be applied in the field to be able to anticipate various kinds of changes that will occur. Companies can continue to compete and move in the direction of consumer desires, because basically the company's function is to produce goods and services that can be accepted by consumers as well as to meet consumer desires. The number of sales that have not been stable causes the profits obtained by the company to not reach the target as desired by the company. That is because the production or ordering process from omah screen printing consumers occurs seasonally. Therefore it is necessary to analyze the marketing strategy to increase sales results. In the analysis of marketing strategies Omah Sablon is carried out using the Strength Weakness Opportunity Threats (SWOT) and Quantitative Strategic Planning Matrix (QSPM) methods. The first step is filling out internal and external factor questionnaires which are then analyzed using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, with values of IFE 2.69 and EFE 2.31, which are entered into the Grand Strategy matrix and known to the company located in quadrant I (has a perfect strategic position). Furthermore SWOT analysis to produce alternative strategies. Then from the Grand Strategy matrix analysis can draw conclusions to use the most interesting strategy to be analyzed using QSPM. Then from the results of the QSPM matrix it can be concluded that the most appropriate marketing strategy used by Omah Sablon to increase sales is Procurement of QC systems in the production process as a guarantor of product quality, Carrying out marketing programs with canvassing systems and also online systems in downtown Ungaran and providing fast service. and easy and add product variants.
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Singh, Ramendra, Pramod Paliwal, and Sanjay Sakariya. "Prabhar Oil Company, and distribution challenges in the Indian lubricants industry." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–14. http://dx.doi.org/10.1108/20450621111110672.
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Subject area Marketing-managing customer relationship, market positioning, target marketing, product strategy, distribution, retailing and supply chain management, integrated marketing communications. Study level/applicability Undergraduate and graduate students in international marketing; business administration; strategic decision making and general management courses. Case overview The case study focuses on the current scenario within the Indian automotive lubricants industry, in order to provide an understanding of the marketing challenges, especially in retailing and distribution, faced by organisations within this highly competitive sector. The case examines the implementation of marketing strategies into practice and provides an insight into the importance of branding, market segmentation, market positioning, product and pricing strategies and customer relationship management (CRM). Expected learning outcomes The case study enables the students to understand and analyse: the current business environment and dynamics of emergence in the Indian automotive lubricants market; the critical success factors for doing business in the Indian automotive lubricants market and the associated opportunities and challenges; the importance of distribution and retailing strategies in the Indian context; Izo's growth and expansion strategy in India; and Izo's sales management and CRM systems and there importance to the success of the business. Supplementary materials Teaching note.
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Roy, Subhadip, and Sunny Bose. "Punascha: marketing strategies of a Bengali publisher." Emerald Emerging Markets Case Studies 1, no. 4 (October 1, 2011): 1–18. http://dx.doi.org/10.1108/20450621111186174.
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Subject area Marketing, Marketing environment, Marketing strategy. Study level/applicability Post Graduate (MBA), Executive Education Program. Case overview The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in-depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful. Expected learning outcomes Understanding the basics of 4Ps of marketing and how they are used in synchronisation with each other to achieve the marketing objectives. Understanding the role of marketing environment in marketing strategy. Realizing the need of a new product development strategy. Assessing the need of non-traditional modes of marketing communications and its role in product promotion. Supplementary materials Teaching notes.
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Ermakov, Dmitrii Nikolaevich, and Valeriia Vladimirovna Raizman. "Marketing strategy of public joint stock company «United aircraft corporation»." Interactive science, no. 8 (30) (August 17, 2018): 32–37. http://dx.doi.org/10.21661/r-472780.
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Rutkowska-Podołowska, Małgorzata, and Nina Szczygieł. "Company Marketing Strategy from the Perspective of Quality of Life." Studia i Prace WNEiZ 41 (2015): 85–94. http://dx.doi.org/10.18276/sip.2015.41/2-08.
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Kalinin, Oleksandr. "Investment marketing strategy for diversified enterprises." Economic Analysis, no. 29(4) (2019): 146–52. http://dx.doi.org/10.35774/econa2019.04.146.
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Introduction The amount of capital that individual, corporate and institutional investors are willing to invest in certain assets is increasing every year. This leads to a revitalization of entrepreneurial activity and growth of the economy as a whole. It is also very active in creating certain disparities in the distribution of investment flows at the cross-sectoral level. There are industries that perceive investors more positively, and other industries perceive less positively. Among these industries, and even more types of businesses, are diversified companies or conglomerates that are perceived by investors as a chaotic set of assets that management is unable to manage effectively. Purpose The purpose of this article is to study the global trends in managing strategies for competitive advantage in the capital market by diversified enterprises. The purpose of the article is to study the theoretical aspects of management and planning the choice of growth strategy for diversified enterprises; to analyze the systems of strategic management of investment marketing for diversified companies; develop solutions to improve the marketing management system for various companies in the context of attracting investment. Method (methodology) In the course of the research, the following general scientific methods are used: analysis and synthesis, grouping and systematization of revealing the essence of investment marketing, its structure, principles of its formation, development of the concept of diagnostics of efficiency of investor attraction systems and control of this process; induction and deduction - to summarize the theoretical aspects of the peculiarities of the formation of the structure of investment marketing; statistical and economic - to evaluate the investment attractiveness of a diversified enterprise. Results It was suggested to the conglomerate companies to distance their company brand from its subsidiaries as much as possible so that there was no problem in identifying the main focus of the conglomerate's business activity. For the analysis of companies that should be considered for placement of their own and borrowed funds by conglomerates and to demonstrate this investment policy, investors can distinguish the following areas of analysis of potential companies: whether the leadership of a company in a particular segment can lead to the possibility of controlling the pricing of goods or / or company services; whether it is possible to create a competitive business through the attraction of additional investment opportunities. Thus, solving the problem of finances, and more precisely the ability to run a business for a certain time, can bring to positive indicators of profit and return on invested capital; the impact on the aggregate industry reserve of profits, which makes it possible to receive more profit from the industry of related fields from consumers than competitors can, thus ensuring long-term competitiveness. Also regarding the display of client base of goods and services that we can distinguish for investors is: demonstrating the presence of privileged clients; the existence of diversified profit strategies; availability of special copy - protected goods and business models; the presence of unique and difficult to copy distribution and communication channels; the presence of barriers to competitors (patents. Brand, licensing, large investments in market entry, etc.).
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HSU, YEN. "INNOVATIVE PRODUCT DESIGN APPROACHES FOR IMPLEMENTING MARKETING STRATEGY: THE LINKAGE." International Journal of Innovation Management 15, no. 04 (August 2011): 837–68. http://dx.doi.org/10.1142/s1363919611003581.
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Taiwanese consumer electronic products are favored by consumers globally, owing to the producing industry's ability to rapidly generate innovations. This study examined local consumer electronics industry enterprises for their product marketing strategies adopted to establish market advantage to deal with global competition. For assessing their product innovation approaches to marketing strategy, a questionnaire survey was conducted, and through factor analysis and cluster analysis these companies were classified into four different marketing strategic groups (Market Leader, Market Focus, Market Challenge, and Market Niche). In-depth case study was then conducted on selected companies in each of these groups. These enterprises in different marketing strategic groups each adopted a different approach in design innovation. More importantly, there exist tight relationships between enterprises in each group and their corresponding characteristics in innovation type, market goals, appeals, and features. This model of marketing strategic group and its matching characteristics may serve as a reference list. For example, a company may choose characteristics according to its current group; or, if a company is interested in moving into another group, it will know which characteristics to adopt.
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Pizło, Wojciech. "Zastosowanie marketingu internetowego w „Indykpolu"." Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, no. 53 (September 25, 2004): 159–74. http://dx.doi.org/10.22630/eiogz.2004.53.21.
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The paper presents the use of the Internet in marketing actions of one of the biggest food processing industry enterprises in Poland - "Indykpol". In the paper the general characteristic of the company: the history, the origin of the capital group "Indykpol" and marketing actions done by the capital group are presented. The marketing strategy of the company, the strategy realized by the Internet, and problems of the Internet marketing development in the capital group were also presented.
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Hendarti, Henny, and Vini Mariani. "Aplikasi Pemasaran Berbasis Web PT XYZ." ComTech: Computer, Mathematics and Engineering Applications 4, no. 2 (December 31, 2013): 1311. http://dx.doi.org/10.21512/comtech.v4i2.2664.
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Marketing plays an important role in determining the success of a company's sales. Marketing of goods or services over the Internet opens an opportunity for a company to expand the business into new markets, and compete with other businesses in the same field. It is because the internet offers wider selection of good products, service products, and prices. Thus, customers can be sure in choosing and buying of goods and services. For that e-marketing is introduced as an marketing strategy that integrates internet and marketing. A study was conducted to develop e-marketing application for PT XYZ as a company that produces and sells men’s apparel and accessories. The methodology used in developing the e-marketing application is library research, field research, and a seven-stage approach to build e-marketing. The e-marketing strategy developed is expected to expand market share and increase sales. Additionally, it is expected to be a powerful strategy to build relationships with customers, providing information of both company and its products.