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This research aims to find out the internal factors that are the strengths and weaknesses in the gambier processing business, to find out the external factors that become opportunities and threats to the gambier processing business and to find out the strategies that are implemented in gambier processing in Nagari Talang Maur, Mungka Subdistrict, Limapuluh Kota Regency in running the gambier business. This research was carried out in June-October 2022 at the gambier processing business of Nagari Talang Maur, Mungka Subdistrict, Limapuluh Kota Regency. The data analysis technique used is descriptive qualitative data analysis using SWOT analysis. The results of the study show that the strategy that can be applied by this gambier processing business is an aggressive strategy. Strategies that support this aggressive policy growth can be carried out with intensive strategies by implementing market penetration and market development strategies.

Preventing energy waste in residential and office buildings has emerged as a critical issue in both developed and developing countries over recent decades. The growing demand for oil and energy reserves has amplified the urgency of this concern. The deployment of building energy management systems (BEMSs) can lead to timely responses to changes in environmental conditions, the prevention of energy wastage, a reduction in CO2 emissions, and an increase in the longevity of building equipment. Despite the undeniable benefits of BEMSs, their market size remains small, creating challenges for providers in reaching potential customers. This research seeks to identify and prioritize the marketing strategies for BEMSs. A case study was conducted, employing the “Strengths, Weaknesses, Opportunities, and Threats” analysis as a tool for identifying marketing strategies related to BEMSs. This method resulted in the identification of 18 distinct marketing strategies. These strategies were subsequently prioritized using a novel fuzzy multicriteria decision-making technique, VIkor-topSIS, considering six specific criteria. The findings of the study suggested a hierarchical influence of six criteria on the BEMS market, arranged in the following order of significance: effectiveness, cost, attainability, complexity, timing, and popularity. Furthermore, the top three marketing strategies for BEMSs were found to be internet advertising strategies, discounts to consumers, and online sales. The analysis of the results has also offered valuable insights into the strengths and weaknesses of the studied BEMS provider, as well as the opportunities and threats present within the BEMS market., CC BY 4.0Correspondence: Masood Fathi, Division of Intelligent Production Systems, School of Engineering Science, University of Skövde, 54128 Skövde, Sweden. Email:masood.fathi@his.se

This study aim For analyze the marketing strategy implemented by the Middle Star Hotels in face competition. This study is study qualitative in nature descriptive. Population in this study is internal and external parties external from Middle Star Hotels, meanwhile informant study this is Sales Executive, Senior Human Resource Office, and two Customers. Data collection techniques are carried out with technique observation and interview. Data analysis technique used is SWOT analysis, that is something tool analysis used for formulate a strategy or identification various factor strategic based on internal factors as well external. This study results show that position on the Cartecius Diagram appear that Middle Star Hotels located in cell I with use an aggressive strategy, with a winning strategy cost, with give cheap price, so increase power buy consumer, this show that Middle Star Hotels face a number of opportunity and have various propelling force for get opportunities. Meanwhile, the position of Middle Star Hotels on the internal external matrix is also in cell I, namely position grow and develop or is in integration vertical which is position very competitive market in business powerful hospitality competitive tall between star hotels three other.

This study aim For analyze the marketing strategy implemented by the Middle Star Hotels in face competition. This study is study qualitative in nature descriptive. Population in this study is internal and external parties external from Middle Star Hotels, meanwhile informant study this is Sales Executive, Senior Human Resource Office, and two Customers. Data collection techniques are carried out with technique observation and interview. Data analysis technique used is SWOT analysis, that is something tool analysis used for formulate a strategy or identification various factor strategic based on internal factors as well external. This study results show that position on the Cartecius Diagram appear that Middle Star Hotels located in cell I with use an aggressive strategy, with a winning strategy cost, with give cheap price, so increase power buy consumer, this show that Middle Star Hotels face a number of opportunity and have various propelling force for get opportunities. Meanwhile, the position of Middle Star Hotels on the internal external matrix is also in cell I, namely position grow and develop or is in integration vertical which is position very competitive market in business powerful hospitality competitive tall between star hotels three other.

Preventing energy waste in residential and office buildings has emerged as a critical issue in both developed and developing countries over recent decades. The growing demand for oil and energy reserves has amplified the urgency of this concern. The deployment of building energy management systems (BEMSs) can lead to timely responses to changes in environmental conditions, the prevention of energy wastage, a reduction in CO2 emissions, and an increase in the longevity of building equipment. Despite the undeniable benefits of BEMSs, their market size remains small, creating challenges for providers in reaching potential customers. This research seeks to identify and prioritize the marketing strategies for BEMSs. A case study was conducted, employing the “Strengths, Weaknesses, Opportunities, and Threats” analysis as a tool for identifying marketing strategies related to BEMSs. This method resulted in the identification of 18 distinct marketing strategies. These strategies were subsequently prioritized using a novel fuzzy multicriteria decision-making technique, VIkor-topSIS, considering six specific criteria. The findings of the study suggested a hierarchical influence of six criteria on the BEMS market, arranged in the following order of significance: effectiveness, cost, attainability, complexity, timing, and popularity. Furthermore, the top three marketing strategies for BEMSs were found to be internet advertising strategies, discounts to consumers, and online sales. The analysis of the results has also offered valuable insights into the strengths and weaknesses of the studied BEMS provider, as well as the opportunities and threats present within the BEMS market., CC BY 4.0Correspondence: Masood Fathi, Division of Intelligent Production Systems, School of Engineering Science, University of Skövde, 54128 Skövde, Sweden. Email:masood.fathi@his.se

The increasing trend towards digitalization has resulted in social media marketingbecoming a common practice among companies today. This new trend has openedup new opportunities for SMEs, which typically have less resources than largercompanies. One platform which has become popular amongst businesses isTikTok, and it was therefore of interest to investigate how SMEs are currentlyusing this platform in their marketing strategy. The purpose of this thesis was toinvestigate a number of SME operations in order to understand and suggest howthey can improve their current strategy on TikTok. This thesis is based on previous research on SMEs, consumer behavior, socialmedia marketing, TikTok as a marketing tool, content marketing, viral marketing,and paid advertising. Additionally, a qualitative research approach was usedwhere semi-structured interviews were conducted with a total of elevenrespondents. The respondents consisted of a number of Swedish micro, small andmedium-sized firms from a B2C context currently operating on TikTok. The results of the study indicate that SMEs are present on TikTok due to sellingpurposes, interaction opportunities and because of its large reach. The maincharacteristics of the platform were the personal content, the short format videos,and the young audience. However, despite the growing presence of SMEs onTikTok the study suggests that few have a clear strategy on the platform,indicating a potential need for increased efforts to improve their success.

This study aims to investigate the phenomenon of influencer marketing within the context of the media and communication industry. The research focuses on understanding the perspectives and experiences of professionals working in this field. The study adopts a qualitative approach, utilizing semi-structured interviews as the primary method of data collection. Based on the six interviews conducted, it can be concluded that influencer marketing is perceived as a complex process that requires careful planning and analysis. A crucial aspect of the process is finding the right influencer who aligns with the company's brand identity and target audience. It was revealed that influencer marketing requires effective communication and clear guidelines to ensure that the influencer's content aligns with the company's vision. Overall, this study offers valuable insights into the perceptions and experiences of media and communication professionals regarding influencer marketing. It highlights the need for continued awareness and understanding of this marketing strategy among both marketers and consumers. By providing a deeper understanding of the subject matter, this research aims to contribute to the literature and stimulate further investigations in the field of influencer marketing within the media and communication industry.

Bakgrund: När idrotten kommersialiserades så blev markandsföringsverktyget sponsring en central strategi för att kommunicera med marknaden. Idag används strategin av företagen för att nå målsättningar som ligger utanför den dagliga verksamheten. De flesta företag har målsättningar med sponsring, även om målen skiljer sig åt. Problematiken ligger i att företagen anser att effektmätning av sponsring är komplicerat och kostsamt. Således är det problematiskt för företagen att veta om deras sponsringsinvesteringar ger önskat resultat. Syfte: Syftet med denna studie är att skapa en fördjupad förståelse kring varför företag väljer att sponsra idrottsföreningar och i vilken utsträckning företag utvärderar effekten av sina sponsringssamarbeten. Teori: Vi har använt oss av relevanta teorier för att kunna besvara studiens syfte. Metod: Studien utfördes genom en kvalitativ metod. Intervjuer har genomförts av en semi-strukturerad karaktär, där frågorna ställdes med hjälp av en intervjuguide. Vidare är urvalet baserat på ett bekvämlighetsurval. Slutsats: Samtliga företag vill ha ett rättvist utbyte av sina sponsringsinvesteringar. De mest återkommande målsättningarna med sponsringen är samhällsansvar och varumärkesbyggande. Gällande effektmätningen så handlar det om enklare utvärderingar eller en känsla av att göra gott, snarare än effektmätningar i nyckeltal., Background: The Commercialization of sport led to that the marketing toolsponsorship became a central strategy for communicating with the market. Today, the strategy is used by companies to achieve goals that are outside of daily operations. All companies have objectives with sponsorship, even if the objectives differ. The problem lies in the fact that the companies believe that measuring the effect of sponsorship is complicated and costly. Thus, it is problematic for companies to know whether their sponsorship investments are producing the desired results. Purpose: The purpose of this study is to create a deeper understanding of why companies choose to sponsor sports associations and to what extent companiese valuate the effect of their sponsorship collaborations. Theory: We have used relevant theories to be able to answer the purpose of the study. Method: The study was carried out through a qualitative method. Interviews were conducted of a semi-structured nature, where the questions were asked following an interview guide. Furthermore, the selection is based on a convenience sample. Findings: The companies that sponsor all want some form of fair exchange. The most recurring objectives that the companies have with the sponsorship are social responsibility and brand building. Regarding the measurement, it is about simple revaluations or a feeling of doing good, rather than measuring the effect in pure keyfigures.

There has been a rise in food delivery services in Pakistan due to the digitization of several restaurants. However, while several delivery services currently operate in Pakistan, Food panda and JOVI stand out as the most popular. It is important to note that countless marketing strategies are available to businesses, but only some are right for some companies. The purpose of this study was to contribute to the field and create knowledge on the factors affecting marketing strategies of Foodpanda and Jovi in Pakistan. For this purpose, the study had two main objectives where the first was to review the literature and identify the factors affecting marketing strategies. The second objective was to highlight the factors that influenced marketing strategies of Foodpanda and Jovi. Hence, the research problem was related to the market factors affecting the marketing strategies of food delivery services. The research methodology adopted in this study is quantitative in nature, where the employees of Food Panda and Jovi were surveyed to answer the research questions. Although the aims could have been achieved secondary methods and qualitative data, the reason for using quantitative and primary sources was to gather data in Pakistani market, so that relevant insights could be drawn. The fact that empirical evidence and statistics from a different market are usually not applicable in a third-world country like Pakistan, which is why data from the relevant market was necessary. Hence, the data collection method is done through large-scale survey, with an expected 100-plus responses. The responses are analyzed statistically, and the empirical evidence is presented to justify the answers to the research objectives. The results indicated that given the context of the Pakistani Market, economic factors have a significant influence over digital marketing strategies, and the emerging trends in marketing indicate increasing rates of using digital technologies. Hence, the contribution

This research aims to develop a marketing strategy for the Society 5.0 era by increasing tourist satisfaction in the lodging industry's business sector. Utilizing a quantitative approach with online data distribution, the sample in this study is 128 respondents. The PLS-SEM data analysis technique was used to analyze the questionnaire data. The study's results indicate that technological innovation services and tourist engagement influenced tourist satisfaction. In contrast, human innovation services, which have no direct impact on tourist satisfaction, must first be filtered through the variable measuring tourist engagement. The engagement of tourists is a moderating variable that influences tourist satisfaction. As technological and human innovation services directly experienced by tourists, they will affect tourist satisfaction. This research allows business actors in the lodging establishment industry to develop marketing strategies that increase tourist satisfaction, thereby increasing tourist trust and repeated visits in the future.

This research aims to develop a marketing strategy for the Society 5.0 era by increasing tourist satisfaction in the lodging industry's business sector. Utilizing a quantitative approach with online data distribution, the sample in this study is 128 respondents. The PLS-SEM data analysis technique was used to analyze the questionnaire data. The study's results indicate that technological innovation services and tourist engagement influenced tourist satisfaction. In contrast, human innovation services, which have no direct impact on tourist satisfaction, must first be filtered through the variable measuring tourist engagement. The engagement of tourists is a moderating variable that influences tourist satisfaction. As technological and human innovation services directly experienced by tourists, they will affect tourist satisfaction. This research allows business actors in the lodging establishment industry to develop marketing strategies that increase tourist satisfaction, thereby increasing tourist trust and repeated visits in the future.

Preventing energy waste in residential and office buildings has emerged as a critical issue in both developed and developing countries over recent decades. The growing demand for oil and energy reserves has amplified the urgency of this concern. The deployment of building energy management systems (BEMSs) can lead to timely responses to changes in environmental conditions, the prevention of energy wastage, a reduction in CO2 emissions, and an increase in the longevity of building equipment. Despite the undeniable benefits of BEMSs, their market size remains small, creating challenges for providers in reaching potential customers. This research seeks to identify and prioritize the marketing strategies for BEMSs. A case study was conducted, employing the “Strengths, Weaknesses, Opportunities, and Threats” analysis as a tool for identifying marketing strategies related to BEMSs. This method resulted in the identification of 18 distinct marketing strategies. These strategies were subsequently prioritized using a novel fuzzy multicriteria decision-making technique, VIkor-topSIS, considering six specific criteria. The findings of the study suggested a hierarchical influence of six criteria on the BEMS market, arranged in the following order of significance: effectiveness, cost, attainability, complexity, timing, and popularity. Furthermore, the top three marketing strategies for BEMSs were found to be internet advertising strategies, discounts to consumers, and online sales. The analysis of the results has also offered valuable insights into the strengths and weaknesses of the studied BEMS provider, as well as the opportunities and threats present within the BEMS market., CC BY 4.0Correspondence: Masood Fathi, Division of Intelligent Production Systems, School of Engineering Science, University of Skövde, 54128 Skövde, Sweden. Email:masood.fathi@his.se

The purpose of this research is to examine the effect of implementation financial accounting standarts for small and medium micro entites (SAK-EMKM), human resource competencies and marketing strategy on the financial performance of MSMes in Kab. Deli Serdang. The method used in this research is quanritative. Deep sample in this study, MSME actors were registered with the Cooperative Service and MSMEs Kab. Deli Serdang with sampling technique using purposive sampling method using six criteria thenobtained the sample that met the criteria was 78 SMEs.While technique data collection in this study using a questionnaire consisting of several questions in writing posed to respondents and techniques the analysis used in this study using linear regression analysis multiplied by using the Statistical Package For Sosial Science (SPSS). Based on the results of the T test in this study, it shows that the application of SAK-EMKM has a positive and significant effect on the financial performance of MSMes, Human  resource competency positive an significant effect on the financial performace of Smes, as well  as marketing strategies have a positive and significant effect on MSME financial performance.Result simultaneously with the F test in this study shows that the application of SAK-EMKM, human resource competencies and strategies marketing has a positive and significant effect on the financial performanceof MSMEs Kab. Deli Serdang.

The purpose of this research is to examine the effect of implementation financial accounting standarts for small and medium micro entites (SAK-EMKM), human resource competencies and marketing strategy on the financial performance of MSMes in Kab. Deli Serdang. The method used in this research is quanritative. Deep sample in this study, MSME actors were registered with the Cooperative Service and MSMEs Kab. Deli Serdang with sampling technique using purposive sampling method using six criteria thenobtained the sample that met the criteria was 78 SMEs.While technique data collection in this study using a questionnaire consisting of several questions in writing posed to respondents and techniques the analysis used in this study using linear regression analysis multiplied by using the Statistical Package For Sosial Science (SPSS). Based on the results of the T test in this study, it shows that the application of SAK-EMKM has a positive and significant effect on the financial performance of MSMes, Human  resource competency positive an significant effect on the financial performace of Smes, as well  as marketing strategies have a positive and significant effect on MSME financial performance.Result simultaneously with the F test in this study shows that the application of SAK-EMKM, human resource competencies and strategies marketing has a positive and significant effect on the financial performanceof MSMEs Kab. Deli Serdang.

This thesis examines the strategic utilization of brand ambassadors, storytelling, and framing techniques by the nonprofit organization Cancerfonden’s campaign Rosa Bandet 2022. The study highlights the importance of understanding these techniques combined to further deepen the knowledge in the field of Strategic Communication. The research employs a qualitative content analysis methodology, focusing on a specific case study, to explore the patterns and strategies employed by Cancerfonden. With the following research question: “How does the initiative ‘Rosa Bandet’ employ brand ambassadors, framing and storytelling techniques to create brand awareness and raise funds?”. The findings reveal four main points that contribute to the campaign's success. Firstly, a strong and interdependent combination of brand ambassadors, storytelling, and framing techniques is crucial. Secondly, the campaign utilizes a specific and creative storytelling approach, incorporating a focus on diagnosis and treatments alongside complex emotions and uncertainty. Moreover, the campaign deviates from traditional structures by consistently emphasizing the impact of cancer on families, rather than solely on the cancer patient. Lastly, Cancerfonden employs a broad selection of brand ambassadors to effectively reach diverse audiences across different generations, thereby maximizing donor engagement and attracting future donors. The thesis underscores the significance of comprehending the strategic utilization of brand ambassadors, storytelling, and framing in nonprofit marketing campaigns. By implementing these techniques, organizations can drive fundraising efforts and enhance brand awareness. The insights provided by Cancerfonden's Rosa Bandet campaign offer valuable lessons for other nonprofits seeking to raise funds and increase public engagement in their respective causes and therefore also contribute to the research field of Strategic Communication through more insight to marketing strategies

Purpose: Investigate the influence of the marketing mix on consumer purchase intentions and its impact on consumer purchasing decisions for Somethinc products in Indonesia. In addition, the study analyzes the moderating effects of age, income, and culture on purchase intentions and purchase decisions. Theoretical framework: This research utilizes the marketing mix (Product characteristics, Affordable prices, Easy access to products, and Price promotions) concept based on prior studies in the realm of marketing and consumer behavior. Within the context of beauty and personal care products, these variables are purported to exert influence on one another. Design/Methodology/Approach: Data were collected through questionnaires sent to 275 consumers of Somethinc products. SmartPLS was utilized to evaluate hypotheses using structural equation modeling. Findings: Product characteristics, affordable prices, easy access to products, and price promotions positively and significantly affect purchase intention. The intention to purchase also influences the decision to purchase. The most influential variable in the context of purchase intention is price promotions. A moderating effect of age, income, and culture was also found between purchase intention and purchase decision. Research, Practical & Social implications: The discoveries provide invaluable insights for marketing managers seeking to refine their approach to price promotions, which significantly impact consumer behavior. Originality/Value: It provides valuable insight into how marketing mix strategies impact consumer purchase behavior. Marketers looking to improve their strategies in this fiercely competitive market segment can benefit from the findings. They contribute to the existing body of marketing research.

Currently, companies are involved in offering sustainable products which manifest qualities that make them different from traditional products through differentiated packaging where they show environmental certification thus validating their interest in the care and welfare of the environment, as a result of this is born what is known as sustainable development term based on a concept of socio-economic development whose purpose is to ensure a life of quality and fullness for all. Many organisations are involved in offering sustainable products, in Ecuador they do it under the commissaries or also known as hypermarkets, which belong to the retail sector and attract people of different economic conditions. Having said that, the main objective of this study is to analyse the perception and sensitivity of the consumers of the commissaries in Ecuador to the application of sustainable actions that demonstrate their interest in the well-being of the environment. To carry it out, it was carried out under a quantitative approach, by means of an exploratory and empirical type of research, and to analyse the data, the PLS-SEM method was used, where it was stated that sustainability practices by companies are effective in creating long-term consumer value and loyalty., Actualmente, las empresas se encuentran implicadas en ofertar artículos sostenibles los cuales manifiestan cualidades que los hacen diferentes de los productos tradicionales a través de empaques diferenciados en donde muestran certificación medio ambiental validando de esta manera su interés por el cuidado y bienestar al medio ambiente, como resultado de esto nace lo que se conoce como desarrollo sostenible termino basado en un concepto de desarrollo socio económico cuya finalidad es garantizar una vida de calidad y plenitud para todos. Muchas organizaciones se encuentran implicadas en ofertar productos sostenibles, en Ecuador lo hacen bajo los comisariatos o conocidos también como hipermercados, estos que pertenecen al sector minorista y atraen a las personas de distintas condiciones económicas. Dicho esto, el presente estudio tiene como objetivo principal; analizar la percepción y sensibilidad de los consumidores de los comisariatos en Ecuador frente a la aplicación de acciones sustentables que demuestren su interés por el bienestar del medio ambiente. Para llevarlo a cabo, se realizó bajo un enfoque cuantitativo, por medio de una investigación de tipo exploratoria y empírica, y para analizar los datos se utilizó el método PLS-SEM, donde se manifestó que las prácticas de sostenibilidad por parte de las empresas son efectivas para la creación de valor y lealtad a largo plazo en los consumidores.

Purpose: The aim of this study is to examine how the resurgence of e-commerce in South Africa during the Covid-19 pandemic impacted SMEs using e-commerce resources, and to devise strategies to assist SMEs to become more agile, resilient and better able to cope with disruptions. Theoretical framework: The coronavirus pandemic highlighted the need to investigate the challenges experienced with e-commerce by SMEs in South Africa since the pandemic disrupted business through the restriction of movement of people which accelerated the use of online shopping. The e-commerce resources and dynamic capabilities of SMEs were analysed to explore the impact they have on the growth of e-commerce. Methodology: Purposive sampling was used to identify 13 participants (SME owners/managers) for a qualitative study conducted using semi-structured interviews to gain an in-depth understanding of the challenges which impacted their business and marketing model. Thematic analysis was used to analyse the transcripts from the interviews and identify any patterns. Findings: It was ascertained that the pandemic stimulated the growth of e-commerce among SMEs that invested in unique resources and capabilities. However, those businesses that had not invested in on-line marketing resources were negatively affected and some have had to close. Practical implications: The practical implication of this research relates to how SMEs could (should) smartly digitise their business model and migrate to e-commerce more effectively and efficiently. Value: This study may assist SMEs to make more informed decisions when using e-commerce platforms. The findings may also contribute to preparing South African SMEs to adapt more easily, should a similar disruption occur in the future.

Purpose: The purpose of this study is to determine the effect of Marketing Strategy and Marketing Mix on Marketing Performance with Brand Image as an intervening variable on ready-to-drink consumers. Theoretical framework: This study is built upon the concepts of marketing strategy, marketing mix, brand image, and marketing performance. These variables are interrelated and are expected to have direct and indirect effects on each other within the context of ready-to-drink consumers. Design/methodology/approach: The method used in this study is primary data collection through distributing questionnaires to ready-to-drink consumers. The number of samples used was 100 people. The data analysis technique employed in this study is Structural Equation Modeling (SEM) using smartPLS assistance. SEM is used to test the relationships between variables and to solve the formulated problems and hypotheses in the study. Findings: The results indicate several significant relationships between the variables. Specifically, Marketing Mix has a positive and significant effect on Purchasing Decisions, Brand Image has a significant effect on Purchasing Decisions, Marketing Strategy has a significant effect on Purchase Interest, and Marketing Mix has a significant effect on Purchase Interest. Additionally, Marketing Strategy has a significant effect on Marketing Performance through Brand Image, and Marketing Mix has an effect on Marketing Performance through Purchase Interest. The study also found that Brand Image has a positive and significant direct influence on the relationship between Marketing Strategy and Marketing Mix on purchasing decisions. Research, Practical & Social implications: The findings of this study highlights the role of Brand Image as an intervening variable in the relationship between Marketing Strategy and Marketing Mix, indicating the significance of branding in shaping consumer perceptions and decisions. The results suggest that marketers should focus on o

Purpose: The purpose of this study is to investigate the impact of number of endorsers on consumers' attitudes regarding advertisements and brands, as well as their decisions to make purchases. Theoretical framework: This article examines the literature from a broad perspective, identifying the gap between the effectiveness of celebrity-endorsed commercials. To narrate the wide range of celebrity endorsements used in actual advertising campaigns, a holistic theory-inclusive framework is required. Design/methodology/approach: Survey method has been utilized to analyze the hypothesis and objective of the research. A total of 260 samples were received through various online sources using google forms. The data in this study was investigated using SPSS version 20.0 and Smart-PLS version 3.0. Findings: The findings indicated that there is no direct relationship between the endorsers and the intention to make a purchase; however, attitudes toward ads, attitudes towards brands, and purchase intentions have a positive relationship with a single celebrity endorsement, attitude towards advertisement and purchase intention have a positive relationship with both single and multiple celebrity endorsement. Research, Practical & Social implications: The study focused upon the effective form of celebrity endorsement which has a wider impact in future scope. Originality/value: This article builds value on the articles and past research works that gives a brief explanation on the effective form of celebrity endorsement which has a wider impact in future scope.

Purpose: The aim of this study is to examine marketing strategies in building brand image and strengthening Islamic banking foundations. Theoretical framework: The research focuses on Marketing Strategy by using the theory of (Kotler & Armstrong, 2008) that Marketing as a process by which companies create value for customers and build strong relationships with customers, with the aim of capturing value from customers in return And the marketing mix concept (Product, Price, Place, Promotion, People, Process, Physical Evidence) so that the marketing strategy that is carried out certainly builds the brand. Design/methodology/approach: The research method used is a qualitative grounded theory approach. Data collection techniques are interviews, questionnaires, literature studies and documentation with the SWOT analysis technique. Findings: The results of the study show that the strength factors are greater than the weaknesses and the opportunity factors are smaller than the threats, so that Islamic Banks have the potential to grow and develop, the strategy that can be implemented is the Diversification Strategy. Research, Practical & Social implications: The study of this research offers a strategy for Islamic banks to be able to build a brand image and build a foundation for Islamic banks. Originality/value: The value of the study this research provides and offers academic contributions regarding Islamic marketing strategies in building brand images and Islamic bank foundations.

This study aims to determine the internal and external constraints on silk artisans. This research uses a qualitative descriptive method. The data used in this study are primary and secondary data, this data was obtained by researchers through observation, interviews, and documentation. The results of this study indicate that the electronic-based marketing strategy in building competitive advantages in small silk artisan businesses in Wajo Regency is by conducting a product marketing mix, determining the selling price of products based on the price of Production Operating Costs, a strategic and easily accessible business place, and promotions carried out, namely offline and online promotions. While the obstacles experienced by silk entrepreneurs in carrying out marketing strategies through Facebook social media are internal and external obstacles. The solution to overcome internal obstacles is to carry out an order system, self-taught learning through youtube media. for external obstacles is to provide affordable prices by using quality materials, be more creative and provide the best service, provide rich writing bounty marks on every picture posted, provide clear information, especially the prices offered.

This study aims to determine the internal and external constraints on silk artisans. This research uses a qualitative descriptive method. The data used in this study are primary and secondary data, this data was obtained by researchers through observation, interviews, and documentation. The results of this study indicate that the electronic-based marketing strategy in building competitive advantages in small silk artisan businesses in Wajo Regency is by conducting a product marketing mix, determining the selling price of products based on the price of Production Operating Costs, a strategic and easily accessible business place, and promotions carried out, namely offline and online promotions. While the obstacles experienced by silk entrepreneurs in carrying out marketing strategies through Facebook social media are internal and external obstacles. The solution to overcome internal obstacles is to carry out an order system, self-taught learning through youtube media. for external obstacles is to provide affordable prices by using quality materials, be more creative and provide the best service, provide rich writing bounty marks on every picture posted, provide clear information, especially the prices offered.

This study aims to determine the internal and external constraints on silk artisans. This research uses a qualitative descriptive method. The data used in this study are primary and secondary data, this data was obtained by researchers through observation, interviews, and documentation. The results of this study indicate that the electronic-based marketing strategy in building competitive advantages in small silk artisan businesses in Wajo Regency is by conducting a product marketing mix, determining the selling price of products based on the price of Production Operating Costs, a strategic and easily accessible business place, and promotions carried out, namely offline and online promotions. While the obstacles experienced by silk entrepreneurs in carrying out marketing strategies through Facebook social media are internal and external obstacles. The solution to overcome internal obstacles is to carry out an order system, self-taught learning through youtube media. for external obstacles is to provide affordable prices by using quality materials, be more creative and provide the best service, provide rich writing bounty marks on every picture posted, provide clear information, especially the prices offered.

This dissertation studies the role of information in marketing strategy. Specifically, it focuses on two key questions: How can consumers optimize their information search behavior to make better decisions? And in response to this, how can firms increase their profits by influencing consumers' information acquisition processes? The dissertation consists of three chapters of independent work.Consumers frequently search for information before making decisions. Since their search and purchase decisions depend on the information environment, firms have a strong incentive to influence it. In the first essay, I endogenize the consumer’s information environment from the firm’s perspective. We consider a dynamic model where a firm sequentially persuades a consumer to purchase the product. The consumer only wishes to buy the product if it is a good match. The firm designs the information structure. Given the endogenous information environment, the consumer trades off the benefit and cost of information acquisition and decides whether to search for more information. Given the information acquisition strategy of the consumer, the firm trades off the benefit and cost of information provision and determines how much information to provide. This paper characterizes the optimal information structure under a general signal space. We find that the firm only smooths information provision over multiple periods if the consumer is optimistic about the product fit before searching for information. Moreover, if the search cost for the consumer is high, the firm designs the information such that the consumer will be certain that the product is a good match and will purchase it after observing a positive signal. If the search cost is low, the firm provides noisy information such that the consumer will be uncertain about the product fit but will still buy it after observing a positive signal. When considering whether or not to buy a product, the consumer can often evaluate different attribut

The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.

The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.

The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.

This study aims to investigate the phenomenon of influencer marketing within the context of the media and communication industry. The research focuses on understanding the perspectives and experiences of professionals working in this field. The study adopts a qualitative approach, utilizing semi-structured interviews as the primary method of data collection. Based on the six interviews conducted, it can be concluded that influencer marketing is perceived as a complex process that requires careful planning and analysis. A crucial aspect of the process is finding the right influencer who aligns with the company's brand identity and target audience. It was revealed that influencer marketing requires effective communication and clear guidelines to ensure that the influencer's content aligns with the company's vision. Overall, this study offers valuable insights into the perceptions and experiences of media and communication professionals regarding influencer marketing. It highlights the need for continued awareness and understanding of this marketing strategy among both marketers and consumers. By providing a deeper understanding of the subject matter, this research aims to contribute to the literature and stimulate further investigations in the field of influencer marketing within the media and communication industry.

The increasing trend towards digitalization has resulted in social media marketingbecoming a common practice among companies today. This new trend has openedup new opportunities for SMEs, which typically have less resources than largercompanies. One platform which has become popular amongst businesses isTikTok, and it was therefore of interest to investigate how SMEs are currentlyusing this platform in their marketing strategy. The purpose of this thesis was toinvestigate a number of SME operations in order to understand and suggest howthey can improve their current strategy on TikTok. This thesis is based on previous research on SMEs, consumer behavior, socialmedia marketing, TikTok as a marketing tool, content marketing, viral marketing,and paid advertising. Additionally, a qualitative research approach was usedwhere semi-structured interviews were conducted with a total of elevenrespondents. The respondents consisted of a number of Swedish micro, small andmedium-sized firms from a B2C context currently operating on TikTok. The results of the study indicate that SMEs are present on TikTok due to sellingpurposes, interaction opportunities and because of its large reach. The maincharacteristics of the platform were the personal content, the short format videos,and the young audience. However, despite the growing presence of SMEs onTikTok the study suggests that few have a clear strategy on the platform,indicating a potential need for increased efforts to improve their success.

Bakgrund: När idrotten kommersialiserades så blev markandsföringsverktyget sponsring en central strategi för att kommunicera med marknaden. Idag används strategin av företagen för att nå målsättningar som ligger utanför den dagliga verksamheten. De flesta företag har målsättningar med sponsring, även om målen skiljer sig åt. Problematiken ligger i att företagen anser att effektmätning av sponsring är komplicerat och kostsamt. Således är det problematiskt för företagen att veta om deras sponsringsinvesteringar ger önskat resultat. Syfte: Syftet med denna studie är att skapa en fördjupad förståelse kring varför företag väljer att sponsra idrottsföreningar och i vilken utsträckning företag utvärderar effekten av sina sponsringssamarbeten. Teori: Vi har använt oss av relevanta teorier för att kunna besvara studiens syfte. Metod: Studien utfördes genom en kvalitativ metod. Intervjuer har genomförts av en semi-strukturerad karaktär, där frågorna ställdes med hjälp av en intervjuguide. Vidare är urvalet baserat på ett bekvämlighetsurval. Slutsats: Samtliga företag vill ha ett rättvist utbyte av sina sponsringsinvesteringar. De mest återkommande målsättningarna med sponsringen är samhällsansvar och varumärkesbyggande. Gällande effektmätningen så handlar det om enklare utvärderingar eller en känsla av att göra gott, snarare än effektmätningar i nyckeltal., Background: The Commercialization of sport led to that the marketing toolsponsorship became a central strategy for communicating with the market. Today, the strategy is used by companies to achieve goals that are outside of daily operations. All companies have objectives with sponsorship, even if the objectives differ. The problem lies in the fact that the companies believe that measuring the effect of sponsorship is complicated and costly. Thus, it is problematic for companies to know whether their sponsorship investments are producing the desired results. Purpose: The purpose of this study is to create a deeper understanding of why companies choose to sponsor sports associations and to what extent companiese valuate the effect of their sponsorship collaborations. Theory: We have used relevant theories to be able to answer the purpose of the study. Method: The study was carried out through a qualitative method. Interviews were conducted of a semi-structured nature, where the questions were asked following an interview guide. Furthermore, the selection is based on a convenience sample. Findings: The companies that sponsor all want some form of fair exchange. The most recurring objectives that the companies have with the sponsorship are social responsibility and brand building. Regarding the measurement, it is about simple revaluations or a feeling of doing good, rather than measuring the effect in pure keyfigures.

There has been a rise in food delivery services in Pakistan due to the digitization of several restaurants. However, while several delivery services currently operate in Pakistan, Food panda and JOVI stand out as the most popular. It is important to note that countless marketing strategies are available to businesses, but only some are right for some companies. The purpose of this study was to contribute to the field and create knowledge on the factors affecting marketing strategies of Foodpanda and Jovi in Pakistan. For this purpose, the study had two main objectives where the first was to review the literature and identify the factors affecting marketing strategies. The second objective was to highlight the factors that influenced marketing strategies of Foodpanda and Jovi. Hence, the research problem was related to the market factors affecting the marketing strategies of food delivery services. The research methodology adopted in this study is quantitative in nature, where the employees of Food Panda and Jovi were surveyed to answer the research questions. Although the aims could have been achieved secondary methods and qualitative data, the reason for using quantitative and primary sources was to gather data in Pakistani market, so that relevant insights could be drawn. The fact that empirical evidence and statistics from a different market are usually not applicable in a third-world country like Pakistan, which is why data from the relevant market was necessary. Hence, the data collection method is done through large-scale survey, with an expected 100-plus responses. The responses are analyzed statistically, and the empirical evidence is presented to justify the answers to the research objectives. The results indicated that given the context of the Pakistani Market, economic factors have a significant influence over digital marketing strategies, and the emerging trends in marketing indicate increasing rates of using digital technologies. Hence, the contribution

The study has focused on the marketing strategy for the tourism cruises in the Baltic Sea,specifically Viking Line Sweden and Tallink Silja’s Sweden. The purpose of the study is tosee their marketing strategy on the social media platforms TikTok and Instagram and howtheir users interact with their posts. Four interviews were applied with people who areinvolved in marketing at Viking Line Sweden and Tallink Silja Sweden, and the study applied29 interviews with travelers who actively chose to travel with the shipping companies. Thestudy has also applied a passive netnography of 200 posts evenly distributed between theshipping companies to see how social media users integrate with their content. This was lateranalyzed by using thematic analysis. The results of the study showed that an implementationof a marketing strategy is used to increase the shipping companies' branding and that posts onsocial media in the form of ship images and behind the scenes provide the most interactionwith users., I denna studie har marknadsföringsstrategier av kryssningsturism på Östersjön, specifiktViking Line Sverige och Tallink Silja Sveriges, studerats. Syftet med studien är att se till deras marknadsföringsstrategi på sociala medieplattformarna TikTok och Instagram samt hur dess användare interagerar med deras inlägg. I studien tillämpades fyra intervjuer med personer som är verkställda inom marknadsföring på Viking Line Sverige och Tallink Silja Sverige samt tillämpat 29 intervjuer med resenärer som aktivt valt att resa med rederierna.Studien har även tillämpat en passiv netnografi på 200 inlägg jämnt fördelat mellan rederierna för att se hur sociala medieanvändare integrerar med deras innehåll. Detta analyserades senare med hjälp av en tematisk analys. Resultatet av studien visade att en implementering av en marknadsföringsstrategi används för att öka rederiernas varumärkesbyggande samt att inlägg på sociala medier i form av fartygsbilder och bakom kulisserna ger mest interaktion hos användarna.

Under det senaste decenniet har digitaliseringen satt fart och utvecklat medielandskapet vilket resulterat i att sociala medier blivit ett av de främsta verktygen att tillämpa vid marknadsföring. Vidare har det utvecklats diverse verktyg att tillämpa på sociala medier för att driva sin marknadsföring framåt. Den mest använda sociala plattformen var Facebook år 2020. Därefter kom Instagram och Youtube där båda hade en användningsgrad på omkring 60% vilket är en siffra som ständigt ökar. Denna studie har för avsikt att undersöka om Influencer-marketing i sociala medier är en effektiv metod för företag att nå sin målgrupp på den svenska modemarknaden. Studien syftar till att påvisa avgörande faktorer för om strategin är värd att investera i eller inte. Målet är även att undersöka hur företagen resonerar kring möjligheter och risker med att arbeta med Influencer-marketing. Undersökningen grundar sig i en metodkombination som utgår från en kvantitativ enkät med klusterurval och fyra semistrukturerade, kvalitativa intervjuer med företag. Fyra företag deltog i undersökningen varav två tillämpar Influencer-marketing och två eliminerar metoden. Den kvantitativa enkäten resulterade i 131 svar från privatpersoner som dagligen exponeras av Influencer-marketing via sociala medier. Resultatet från undersökningen visade på att Instagram och Facebook är de främsta plattformarna för organisationer att marknadsföra på. Resultatet påvisade även att Instagram och TikTok var de främsta plattformarna som respondenterna spenderar sin tid på. Vidare påvisade resultatet även att det finns delade meningar kring att tillämpa Influencer-marketing vilket bland annat beror på företag, produkter och målgrupp. Samtliga företag som intervjuats verkar inom samma bransch men har varierande marknadsföringsstrategier., In the last decade, digitization has accelerated and developed the media landscape, resulting in social media becoming one of the main tools for marketing. The most used social platform in 2020 was Facebook, followed by Instagram and YouTube, both with a usage rate of around 60%, which is a number that is constantly increasing. This study aims to investigate whether influencer marketing on social media is an effective method for reaching the target audience in the Swedish fashion market. The study aims to demonstrate decisive factors for whether the Influencer-marketing strategy is worth investing in or not. The goal is also to examine how companies reason about opportunities and risks when working with influencer marketing. The study is based on a method combination consisting of a quantitative survey with cluster sampling and four semi-structured, qualitative interviews with companies. The companies that participated in the study were two that apply influencer marketing and two that eliminate the method. All companies interviewed operate in the same industry but have varying marketing strategies. The quantitative survey resulted in 131 responses from individuals who are exposed to influencer marketing on social media. The result of the study showed that Instagram and Facebook are the primary platforms for organizations to market on. The result also showed that Instagram and TikTok were the primary platforms that respondents spend their time on. Furthermore, the result also showed that there are divided opinions about applying influencer marketing, which among other things, depend on the company, products, and target audience.

The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.

The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.

The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.

Influencer marketing is one of the digital marketing strategies currently used by many companies. The purpose of this research is to find out and describe the influencer marketing strategy implemented specifically by an application-based FMCG product provider (start-up company) in Indonesia to market FMCG products such as fruits, vegetables, milk, and others that have a relatively short product life, using a qualitative approach and descriptive study. The results showed that the influencer marketing strategy implemented by an application-based FMCG product provider consists of four stages: determining (making), managing relationships, monitoring, and evaluating (measuring) influencer’s marketing campaigns. Research conclusion, this strategy is a repeated cycle. The last stage (evaluation or measure) is the input to determine the influencer marketing in the next campaign.

Influencer marketing is one of the digital marketing strategies currently used by many companies. The purpose of this research is to find out and describe the influencer marketing strategy implemented specifically by an application-based FMCG product provider (start-up company) in Indonesia to market FMCG products such as fruits, vegetables, milk, and others that have a relatively short product life, using a qualitative approach and descriptive study. The results showed that the influencer marketing strategy implemented by an application-based FMCG product provider consists of four stages: determining (making), managing relationships, monitoring, and evaluating (measuring) influencer’s marketing campaigns. Research conclusion, this strategy is a repeated cycle. The last stage (evaluation or measure) is the input to determine the influencer marketing in the next campaign.

Sanggabuana coffee is a coffee product produced from Mekarbuana Karawang Village. Processing into coffee packaging if Bumdes Buanamekar. Marketing for KoSa products is still experiencing difficulties and obstacles, promotions that have not been widespread and conventional marketing is still a major problem in sales so that the sales volume is not optimal. This study aims to determine the strengths and weaknesses of Bumdes Buana Mekar coffee business, the position of Bumdes business and the right marketing strategy for Bumdes Buana Mekar. The method used in this study is descriptive qualitative, with the method of observation, interviews, documentation studies and analyzed using SWOT analysis. Data analysis using IFAs and EFAS by analyzing internal and external factors, Strengths, Weaknesses, Opportunities, and Threats to obtain strategic positions. This research is expected to make a positive contribution to Bumdes Buana Mekar in implementing its marketing strategy so as to increase sales of Sanggabuana coffee products (KoSa).

This study aims to determine the marketing mix of Diuk Coffee and Eatery Purwakarta in an effort to increase competitive advantage. The method used in this study is qualitative descriptive, data collection techniques carried out using direct communication strategies, namely observation, interviews and documentation. The highest score of the SWOT matrix strategy combination score that was processed was in the Strenghts and Opportunities (SO) strategy with a total score of 4, this shows that Diuk Coffee and Eatery Purwakarta has considerable strength in developing businesses and has a competitive advantage with similar business actors in Purwakarta Regency. Therefore, the strategy (SO) carried out is to improve services to increase loyal customers, increase promotions by building online marketing applications and working with customers to provide offline testimonials (special boards for customer testimonials) and testimonials online, flexibility in physical supporting facilities by following trends in instagramable business places, and arranging café operational schedules for several events.

Cílem práce je navrhnout marketingovou strategii zvolenému podniku na základě předchozího popisu jeho současné situace. Práce se věnuje především zhodnocení současné a navržené alternativní segmentační strategie spolu s uvedením doporučení a závěrů, jež vyplynou z analýzy prostředí a dotazníkového šetření., The aim of the thesis is to propose a marketing strategy to the chosen company based on the previous description of its current situation. The thesis mainly focuses on the evaluation of the current and proposed alternative segmentation strategy, together with the recommendations and conclusions that emerge from the environmental analysis and the questionnaire survey., Fakulta ekonomicko-správní, Studentka přednesla téma své BP Návrh marketingové strategie zvoleného podniku Otázky vedoucího BP: 1. Autorka může uvést, jak by doporučovala postupovat při aplikaci navržené strategie včetně rámcového harmonogramu. 2. Bylo by možné ekonomicky zhodnotit jednotlivé segmentační varianty, popřípadě jak by v takovém případě postupovala? Otázky komise: 1. Jaký je Váš názor na možnost zaměření se na segmentu mužů? Studentka na otázky reagovala, komise ocenila prezentovanou práci známkou A., Dokončená práce s úspěšnou obhajobou

Předmětem mé práce "Marketing na vybraném trhu průmyslového zboží." je přiblížit problematiku stávající situace na trhu, výběr vhodných marketingových nástrojů a navržení vhodné marketingové strategie pro podnik DVOŘÁK - svahové sekačky, s.r.o. Teoretická část práce se zabývá především vymezením základních pojmů, mezi které patří definice marketingu, B2B trh, marketingový mix, analýzy trhu. V praktické části je představen podnik DVOŘÁK - svahové sekačky, s.r.o. a navržení vhodné marketingové strategie pro tento podnik., The subject of my bachelor work "Marketing on the selected industrial goods market" is to approach the issue of the current situation on the market, the selection of suitable marketing tools and the design of a suitable marketing strategy for the company DVOŘÁK - svahové sekačky, s.r.o. The theoretical part of the bachelor work deals mainly with the definition of basic terms, which include the definition of marketing, B2B market, marketing mix, market analysis. The practical part of the bachelor work introduces the company DVOŘÁK - svahové sekačky, s.r.o. and proposes a suitable marketing strategy for this business., Fakulta ekonomicko-správní, Studentka přednesla téma své BP Marketing na vybraném trhu průmyslového zboží Otázky vedoucího BP: 1. Autorka by k obhajobě měla připravit porovnání svých výstupů s analýzami a návrhem práce ŠUBRTOVÁ, Daniela. Návrh marketingové strategie produktu firmy Dvořák svahové sekačky s.r.o. Jihlava, 2013. Bakalářská práce. Vysoká škola polytechnická Jihlava. Vedoucí práce Ing. Vladimír Křesťan. V čem se situace oproti roku 2013 změnila, v čem jsou její návrhy odlišné a proč? 2. Autorka může připravit rámcový harmonogram pro své návrhy a základní rozpočet. Studentka na otázky reagovala, práci velmi zdařile odprezentovala. Komise práci ocenila známkou B., Dokončená práce s úspěšnou obhajobou

This study aims to determine the marketing mix of Diuk Coffee and Eatery Purwakarta in an effort to increase competitive advantage. The method used in this study is qualitative descriptive, data collection techniques carried out using direct communication strategies, namely observation, interviews and documentation. The highest score of the SWOT matrix strategy combination score that was processed was in the Strenghts and Opportunities (SO) strategy with a total score of 4, this shows that Diuk Coffee and Eatery Purwakarta has considerable strength in developing businesses and has a competitive advantage with similar business actors in Purwakarta Regency. Therefore, the strategy (SO) carried out is to improve services to increase loyal customers, increase promotions by building online marketing applications and working with customers to provide offline testimonials (special boards for customer testimonials) and testimonials online, flexibility in physical supporting facilities by following trends in instagramable business places, and arranging café operational schedules for several events.

Sanggabuana coffee is a coffee product produced from Mekarbuana Karawang Village. Processing into coffee packaging if Bumdes Buanamekar. Marketing for KoSa products is still experiencing difficulties and obstacles, promotions that have not been widespread and conventional marketing is still a major problem in sales so that the sales volume is not optimal. This study aims to determine the strengths and weaknesses of Bumdes Buana Mekar coffee business, the position of Bumdes business and the right marketing strategy for Bumdes Buana Mekar. The method used in this study is descriptive qualitative, with the method of observation, interviews, documentation studies and analyzed using SWOT analysis. Data analysis using IFAs and EFAS by analyzing internal and external factors, Strengths, Weaknesses, Opportunities, and Threats to obtain strategic positions. This research is expected to make a positive contribution to Bumdes Buana Mekar in implementing its marketing strategy so as to increase sales of Sanggabuana coffee products (KoSa).

The study has focused on the marketing strategy for the tourism cruises in the Baltic Sea,specifically Viking Line Sweden and Tallink Silja’s Sweden. The purpose of the study is tosee their marketing strategy on the social media platforms TikTok and Instagram and howtheir users interact with their posts. Four interviews were applied with people who areinvolved in marketing at Viking Line Sweden and Tallink Silja Sweden, and the study applied29 interviews with travelers who actively chose to travel with the shipping companies. Thestudy has also applied a passive netnography of 200 posts evenly distributed between theshipping companies to see how social media users integrate with their content. This was lateranalyzed by using thematic analysis. The results of the study showed that an implementationof a marketing strategy is used to increase the shipping companies' branding and that posts onsocial media in the form of ship images and behind the scenes provide the most interactionwith users., I denna studie har marknadsföringsstrategier av kryssningsturism på Östersjön, specifiktViking Line Sverige och Tallink Silja Sveriges, studerats. Syftet med studien är att se till deras marknadsföringsstrategi på sociala medieplattformarna TikTok och Instagram samt hur dess användare interagerar med deras inlägg. I studien tillämpades fyra intervjuer med personer som är verkställda inom marknadsföring på Viking Line Sverige och Tallink Silja Sverige samt tillämpat 29 intervjuer med resenärer som aktivt valt att resa med rederierna.Studien har även tillämpat en passiv netnografi på 200 inlägg jämnt fördelat mellan rederierna för att se hur sociala medieanvändare integrerar med deras innehåll. Detta analyserades senare med hjälp av en tematisk analys. Resultatet av studien visade att en implementering av en marknadsföringsstrategi används för att öka rederiernas varumärkesbyggande samt att inlägg på sociala medier i form av fartygsbilder och bakom kulisserna ger mest interaktion hos användarna.

Under det senaste decenniet har digitaliseringen satt fart och utvecklat medielandskapet vilket resulterat i att sociala medier blivit ett av de främsta verktygen att tillämpa vid marknadsföring. Vidare har det utvecklats diverse verktyg att tillämpa på sociala medier för att driva sin marknadsföring framåt. Den mest använda sociala plattformen var Facebook år 2020. Därefter kom Instagram och Youtube där båda hade en användningsgrad på omkring 60% vilket är en siffra som ständigt ökar. Denna studie har för avsikt att undersöka om Influencer-marketing i sociala medier är en effektiv metod för företag att nå sin målgrupp på den svenska modemarknaden. Studien syftar till att påvisa avgörande faktorer för om strategin är värd att investera i eller inte. Målet är även att undersöka hur företagen resonerar kring möjligheter och risker med att arbeta med Influencer-marketing. Undersökningen grundar sig i en metodkombination som utgår från en kvantitativ enkät med klusterurval och fyra semistrukturerade, kvalitativa intervjuer med företag. Fyra företag deltog i undersökningen varav två tillämpar Influencer-marketing och två eliminerar metoden. Den kvantitativa enkäten resulterade i 131 svar från privatpersoner som dagligen exponeras av Influencer-marketing via sociala medier. Resultatet från undersökningen visade på att Instagram och Facebook är de främsta plattformarna för organisationer att marknadsföra på. Resultatet påvisade även att Instagram och TikTok var de främsta plattformarna som respondenterna spenderar sin tid på. Vidare påvisade resultatet även att det finns delade meningar kring att tillämpa Influencer-marketing vilket bland annat beror på företag, produkter och målgrupp. Samtliga företag som intervjuats verkar inom samma bransch men har varierande marknadsföringsstrategier., In the last decade, digitization has accelerated and developed the media landscape, resulting in social media becoming one of the main tools for marketing. The most used social platform in 2020 was Facebook, followed by Instagram and YouTube, both with a usage rate of around 60%, which is a number that is constantly increasing. This study aims to investigate whether influencer marketing on social media is an effective method for reaching the target audience in the Swedish fashion market. The study aims to demonstrate decisive factors for whether the Influencer-marketing strategy is worth investing in or not. The goal is also to examine how companies reason about opportunities and risks when working with influencer marketing. The study is based on a method combination consisting of a quantitative survey with cluster sampling and four semi-structured, qualitative interviews with companies. The companies that participated in the study were two that apply influencer marketing and two that eliminate the method. All companies interviewed operate in the same industry but have varying marketing strategies. The quantitative survey resulted in 131 responses from individuals who are exposed to influencer marketing on social media. The result of the study showed that Instagram and Facebook are the primary platforms for organizations to market on. The result also showed that Instagram and TikTok were the primary platforms that respondents spend their time on. Furthermore, the result also showed that there are divided opinions about applying influencer marketing, which among other things, depend on the company, products, and target audience.

There has been a rise in food delivery services in Pakistan due to the digitization of several restaurants. However, while several delivery services currently operate in Pakistan, Food panda and JOVI stand out as the most popular. It is important to note that countless marketing strategies are available to businesses, but only some are right for some companies. The purpose of this study was to contribute to the field and create knowledge on the factors affecting marketing strategies of Foodpanda and Jovi in Pakistan. For this purpose, the study had two main objectives where the first was to review the literature and identify the factors affecting marketing strategies. The second objective was to highlight the factors that influenced marketing strategies of Foodpanda and Jovi. Hence, the research problem was related to the market factors affecting the marketing strategies of food delivery services. The research methodology adopted in this study is quantitative in nature, where the employees of Food Panda and Jovi were surveyed to answer the research questions. Although the aims could have been achieved secondary methods and qualitative data, the reason for using quantitative and primary sources was to gather data in Pakistani market, so that relevant insights could be drawn. The fact that empirical evidence and statistics from a different market are usually not applicable in a third-world country like Pakistan, which is why data from the relevant market was necessary. Hence, the data collection method is done through large-scale survey, with an expected 100-plus responses. The responses are analyzed statistically, and the empirical evidence is presented to justify the answers to the research objectives. The results indicated that given the context of the Pakistani Market, economic factors have a significant influence over digital marketing strategies, and the emerging trends in marketing indicate increasing rates of using digital technologies. Hence, the contribution

Purpose: aims of the study is to measure the operational efficiency of banks and the profit indicators represented by the ratio of return on assets and return on equity, and correlation relationship between the research sample bank's use of an offensive marketing strategy and its impact on increasing profits Theoretical framework: formulate an offensive marketing strategy and to show its impact on increasing profits for the National Bank of Iraq. Design/methodology/approach: The sample study are private commercial banks operating within the Iraqi banking environment. Finance and for a financial series (5) years, where the DuPont mathematical model was applied to the bank’s data and results were analyzed to formulate an offensive marketing strategy with the aim of increasing profits, then supported it with a questionnaire containing questions prepared for this purpose and directed to the employees of the National Bank of Iraq (managers, department heads, employees) Findings: the results indicate there is a clear decrease in the asset benefit of the bank, which is a weak indicator of investment, due to the bank’s focus on guaranteed investment formulas, and the bank does not use the research sample for leverage (equity financing) if it needs to expand the financing of the granted loans, Research, Practical & Social implications: the results can help the banking in Iraq to build an offensive marketing strategy with the aim of increasing profits, which allows the possibility of investing in them by marketing expansion throughout Iraq. Originality/value: Formulating an offensive marketing strategy as an independent variable and its statistical impact on increasing profits.

This research aims to find out the internal factors that are the strengths and weaknesses in the gambier processing business, to find out the external factors that become opportunities and threats to the gambier processing business and to find out the strategies that are implemented in gambier processing in Nagari Talang Maur, Mungka Subdistrict, Limapuluh Kota Regency in running the gambier business. This research was carried out in June-October 2022 at the gambier processing business of Nagari Talang Maur, Mungka Subdistrict, Limapuluh Kota Regency. The data analysis technique used is descriptive qualitative data analysis using SWOT analysis. The results of the study show that the strategy that can be applied by this gambier processing business is an aggressive strategy. Strategies that support this aggressive policy growth can be carried out with intensive strategies by implementing market penetration and market development strategies.