Search

The success of a business venture in marketing the products offered can be influenced by marketing strategy planning. Planning the right marketing strategy can help business actors to achieve sales targets. The purpose of this research is to find out, provide, and implement a new marketing strategy recommendation for bread X Bakery Balikpapan. So that the sales results increased by 5% from the implementation of  implementation of the new marketing strategy. This study uses a questionnaire target of 70 respondents who come from the owners of bread X Bakery Balikpapan, distributors of bread X Bakery Balikpapan, and consumers of bread X Bakery Balikpapan. The analysis used is the Analytical Hierarchy Process (AHP) analysis. Promotion Mix is used as a method to analyze the marketing components that will be used as a new marketing strategy. Meanwhile, AHP is used as a decision-making method in selecting a new marketing strategy. Promotion Mix components used as criteria are advertising (0.314), sales promotion (0.302), personal selling (0.195), and public relations (0.189). Each Promotion Mix criteria has its own sub-criteria. The alternatives used are bread marketing through the distribution of brochures (0.147) and bread marketing through social media (0.853). The new marketing strategy for bread X Bakery Balikpapan is based on the Promotion Mix priority component with the highest weight value, namely the marketing of bread through social media (Instagram).

Indonesia is a country that has various kinds of wealth, not only from nature but also from processed foods and crafts. Indonesian specialties, especially in food and beverage products, are well managed by industries in Indonesia. Not only the Indonesian industry, UMKM’s also take part in producing processed food and specialty drinks with their innovations and creations. One of them is through the existence of business development activities from banana ingredients, which is one of the efforts to increase the selling value of local products which will have a direct impact on the income of local UMKM’s. One of the UMKM’s where KKNT-MBKM students serve, namely in Probolinggo City, has problems in product development and marketing factors. Therefore, the purpose of this service activity is to plan marketing strategies for these UMKM’s to launch their business activities. The method used is qualitative with the type of data collection through observation, interviews and documentation of activities for UMKM person. The results this service activity for UMKM products have developed and the marketing aspects are going well.

The purpose of this writing is to find out what strategies are used by KISI companies in attracting people to invest in their companies. The research method used is qualitative descriptive which aims to describe the marketing strategy carried out by securities companies to attract public interest in investing in PT. Korea Investment and Sekuritas Indonesia (KISI) with literature studies or literature reviews and interviews as the source of this research data. The result of this writing is that KISI uses differentiation strategies and marketing mix to promote their company.

Indonesia is a rich, unique, and diverse country. Each region certainly its has own uniqueness or characteristics. One of characteristic in each region in general is in processed foods and drinks, can be in the form of heavy food such as pecel or snack suck as banana chips. Home-scale food of beverage sellers are usually called MSME. MSMEs are built by a person or a group, but with a small production scale or only for the business location area. Every MSMEs must have its own obtacles, ranging form raw materials, equipment, to marketing. One of the MSMEs accompanied by Group 10 KKNT-MBKM located in Jombang Regency, more precisely in Ngrimbi Village, Bareng District has problems in the product packaging process and marketing factors. Therefore, the purpose of this service is to plan marketing strategies for MSME actors so that their business runs smoothly and develops, and helps solve the obstacles experienced by MSMEs. The method used is a qualitative method with the type of data collection through observation, interviews, focus group discussions, and documentation on the activities of MSME actors. The result of the dedication that has been carried out is that the obstacles experienced by MSMEs in the product packaging process have been resolved and the marketing aspect is running well.

Indonesia has unlimited biological wealth and is widely spread throughout the country. Each region in Indonesia has a wide variety of flora and fauna, some of which are food commodities in each region. In its development, regions producing a food commodity will sell it in processed form. The city of Blitar has many MSMEs engaged in the production of typical food and beverages. Such as, traditional food, souvenir products, and others. These MSMEs faces similar obstacles when managing their business. The lack of branding skills in introducing products to consumers is the main reason why MSME actors experience difficulties in building brand awareness.

This study analyses the marketing strategy implemented in SMEs. A case study is carried out with eight Colombian manufacturing companies with more than ten years of creation and more than fifty employees. The results show that these companies do not follow traditional marketing models, nor do they have formal and structured processes. Instead, their marketing strategy is based on understanding their customers, with whom they have a close relationship, by developing innovative products that meet their needs, structuring their costs to offer a competitive price, and constantly communicating the value they generate to the market. This article concludes that these companies follow a marketing strategy that allows them to be sustainable and competitive with the available resources. JEL classification: M30; M31. Resumen Este estudio analiza la estrategia de mercadeo implementada en las PYMES, para esto, se adelanta un estudio de casos con ocho empresas manufactureras colombianas, con más de diez años de creación y más de cincuenta empleados. Los resultados evidencian que estas empresas no siguen los modelos tradicionales de mercadeo ni cuentan con procesos formales y estructurados. La estrategia de mercadeo obedece a comprender a sus clientes, con quienes tienen mucha cercanía, al desarrollo de productos innovadores que satisfagan las necesidades de los mismos, a la estructuración de sus costos para ofrecer un precio competitivo y a una comunicación constante del valor que generan al mercado. Se concluye que estas empresas siguen una estrategia de mercadeo que les permite su sostenibilidad y competitividad acorde con la disponibilidad de sus recursos. Resumo Este estudo analisa a estratégia de marketing implementada nas PMEs, por isso, foi realizado um estudo de caso com oito empresas manufatureiras colombianas, com mais de dez anos de criação e mais de cinquenta funcionários. Os resultados mostram que essas empresas não seguem os modelos tradicionais de marketing sem ter processos formais e estruturados. A estratégia de marketing deve-se a conhecer a seus clientes, com os quais está muito próximo, desenvolver produtos inovadores que atendam suas necessidades, estruturar seus custos para oferecer um preço competitivo e comunicação constante do valor que produz ao mercado. Conclui-se que estas empresas seguem uma estratégia de marketing que permite a sua sustentabilidade e competitividade de acordo com a disponibilidade dos seus recursos.

The article analyses the influence of technological development of transport enterprises on marketing strategies in the light of academic literature which highlights the importance of technological development tools. Technological development of enterprises in the transport sector is necessary in order to adapt to technological, economic, and market changes. The article presents major technological developments which are considered significant according experts. The most important technological development tools which influence marketing strategies of transport enterprises are presented. In order to examine the tools of transport development, a qualitative analysis was performed, and the method of statistical analysis was applied. The research results can be applied in planning marketing strategies of transport enterprises. Keywords: transport enterprises, information transport systems, marketing strategy, technological development, digitization, internal markets, virtual reality modelling systems, installation of new software.

The increasing number of pandemic cases in early 2021, has made online trading (marketplace) more widespread, making competition for marketplace companies getting tighter. Marketing strategy competition can be tested with a game theory approach. This study aims to determine the optimum marketing strategy in the marketplace so as to increase market share. From the data processing on the payoff matrix, there is no saddle point where the maximum value is not the same as the minimum value so that the pure strategy is not the optimum strategy. Furthermore, the data is processed using the POM-QM program to determine the value of the most optimum marketing strategy for each marketplace. Get games between marketplaces using a mixed strategy. In the Shopee and Tokopedia games, the optimal game value is 9%. In the second game, Shopee and Lazada, the optimal game value is 10%. In Shopee and Bukalapak games, the optimal game value is 8%. In the Shopee and Blibli games, the optimal game value is 16%. In the Tokopedia and Lazada games, the optimal game value is 10%. In the Tokopedia and Bukalapak games, the optimal game value is 9%. In the Tokopedia and Blibli games, the optimal game value is 9%. In the Lazada and Bukalapak games, the optimal game value is 11%. In the Lazada and Blibli games, the optimal game value is 13%. In the last game, Bukalapak and Blibli, the optimal game value was 14%.

The author conducts a pilot study to investigate whether the benefits of global marketing and the purported liberal policies of the Government of India have percolated to the Indian middle-class since the year 2014, when the present government came to power. The author collects data through online surveys from Indian citizens, and then conducts a qualitative analysis of the same to test six propositions based on Maslow’s Hierarchy of Needs Model and the Theory of Reasoned Action. The author finds moderate to strong support for five of his propositions and sets the stage for a more robust research study that the author is planning to conduct on this highly relevant topic. Keywords: globalization, consumer experience, marketing strategy, political marketing

There are many companiesi that are engagedi the field ofin Passenger transportation services in Bandar Lampung whichi becomei competitors for. POPuspa Jaya Group of course .- strategies business theseThe survey is aimed at identifying the Strengths, Weaknesses, Opportunities and Threats of the OD business. Puspa Jaya Group. The survey method used is descriptive using qualitative data types. Data collection was carried out using library and field studies with techniques data, and documentation. In the survey analysis was used and the SWOT matrix was used to formulate and determine OD business development tactics. Puspa Jaya Group in Bandar Lampung. The assessment of weighti, ratingi and scorei fori strategy factorcani result in 3 andi scorei for external strategy. 1.3&nbsp

Practitioners and academics have long discussed strategies for brand sales growth. A recent example is an industry debate in which different brand growth strategies were argued: https://www.mmaglobal.com/thegreatdebate (MMA Global & Neustarr, 2021). A central question in this arena is whether a brand should focus on its heavy, light, or non-buyers in its efforts to grow its sales. This study contributes to our knowledge about how sales growth can occur by investigating the potential contribution these three buyer groups can make to any sales gain. Using both, a simulation study and an empirical study of purchases of approximately 12,400 households in the UK, across different brands and categories, we show that almost any brand’s headroom growth potential lies mostly in light or non-buyers of that brand. Even for large brands with high penetration the growth potential of light brand buyers eclipses heavy brand buyers.

The medical field is in dire need of more qualified medical laboratory scientists (MLS) and medical laboratory technicians (MLT). Medical laboratory educational programs are diminishing, and medical staff in hospitals are unaware of the unequivocal value trained lab scientists bring to the quality of their patients’ lab results. The national need for more qualified laboratory testing personnel is outpacing the supply. A survey to determine current marketing trends and methods was sent out to 469 program directors of MLS and/or MLT programs, with a 35% response rate. Responses were compared with proven marketing methods to give marketing suggestions relevant to the MLS field. This paper describes the research in how MLS programs currently market themselves. Explanations of marketing techniques are discussed with the intent to help simplify marketing efforts for a more effective marketing strategy. This study showed that medical and clinical laboratory educational programs nationwide should increase marketing and promote the MLS value to local communities.

Medicinal and aromatic plants (MAPs) products became more popular during and after the Covid-19 pandemic. MAPs production and marketing could be accepted as a niche business. The purpose of this study is to examine the marketing strategies of a MAPs producing company from Türkiye. Using case study, data is gathered via interviews, observations and secondary sources. Findings showed that the company succeeded a prudent progress in various market segments basing on its market orientation culture and use of different market distribution channels. Every distribution channel had a different market segment as well as a different structure. The company learned from its market experiences and orientation. They had been organizing to enter the USA market as well as exporting to several other countries. The findings point out that in our today’s world of high competition, companies focus on various market segments, follow different pricing and branding strategies simultaneously so that they can survive in a complex environment with a persistent competitive advantage.

We study optimal advertising and entry timing decisions for a new product being sold in two-segment markets in which followers are positively influenced by elites, whereas elites are either unaffected or repulsed by product popularity among followers. Key decisions in such markets are not only how much to advertise in each segment over time but also when to enter the follower segment. We develop a continuous-time optimal control model to examine these issues. Analysis yields two sets of two-point boundary value problems where one set has an unknown boundary value condition that satisfies an algebraic equation. A fast solution methodology is proposed. Two main insights emerge. First, the optimal advertising strategy can be U-shaped, that is, decreasing at first to free-ride peer influence but increasing later on to thwart the repulsion influence of overpopularity causing disadoption. Second, in markets where cross-segment repulsion triggers disadoption, advertising is only moderately effective, and entry costs are high, managing both advertising and entry timing can result in significantly higher profits than managing only one of these levers. In markets without disadoption, with high advertising effectiveness or with low entry costs, in contrast, delaying entry may add little value if one already manages advertising optimally. This implies that purveyors of prestige or cool products need not deny followers access to their products in order to protect their profits, and can use advertising to speed up the democratization of consumption profitably. This paper was accepted by Juanjuan Zhang, marketing.

Sales or marketing as an important part of the company in realizing the goals and objectives to be achieved. The main goal of the company's sales and marketing is that the company can survive and improve in the midst of the current pandemic. PT Oxyplast Indonesia is a company that produces powder coatings that meet the needs of customers in Indonesia. To increase sales which automatically increase profits, it is necessary to take steps and determine sales and marketing strategies in the midst of this pandemic. Companies have to get through the storm and have to get through it with their heads held high because almost all companies go through the same thing. From various kinds of obstacles, both internal and external, the research dissects the problem using SWOT analysis. Why is a SWOT analysis used because it can identify factors or steps in determining accurate and appropriate sales and marketing strategies. If the SWOT method is described in terms of sales and marketing, it is expected to make it easier to achieve company goals, then the next step is to use the MCDM (multi-criteria decision-making) method. If it is known the next step is to use factor identification by using the TOPSIS method used to conduct alternative marketing strategies that are ideal and best.Penjualan atau pemasaran sebagai bagian penting dalam perusahaan dalam mewujudkan tujuan maupun sasaran yang akan dicapai. Tujuan utama penjualan maupun pemasaran perusahaan adalah perusahaan bisa bertahan dan meningkat di tengan pandemi yang sedang melanda seperti sekarang ini. PT Oxyplast Indonesia adalah perusahaan yang memproduksi powder Coating yang memenuhi kebutuhan pelanggan di Indonesia. Untuk meningkatkan penjualan yang secara otomatis peningkatan profit perlu dilakukan langkah – langkah maupun penentuan strategi penjulan maupun pemasaran ditengah pandemi ini. Perusahan harus bisa melewati badai dan harus bisa melewatinya dengan kepala tegak karena hampir semua perusahaan mengalami hal serupa. Dari berbagai macam rintangan baik yang dari internal maupun eksternal penelitian membedah masalah tersebut dengan menggunakan analisis SWOT. Kenapa analisis SWOT yang digunakan karena bisa mengidentifikasi faktor – faktor atau langkah – langkah dalam menentukan strategi penjualan dan pemasaran yang jitu dan tepat. Apabila metode SWOT ini dijabarkan dalam hal penjulaan maupun pemasaran diharapkan memudah untuk mencapai tujuan perusahaan maka langka selanjutnya menggunakan metode MCDM (multi criteria decision- making) Apabila sudah diketahui langkah selanjutnya menggunakan identifikasi faktor dengan menggunakan metode TOPSIS yang digunakan untuk melakukan perangkingan alternatif strategi pemasaran yang ideal dan terbaik.

The purpose of this research study was to determine if green hotels actually benefited from undertaking environmental practices and integrating these practices into their marketing strategy. After looking at sustainable communications and marketing literature, a total of 2,248 structured surveys were administered to hotels across North America. Responses from 247 hotels (11% response rate) were analyzed using frequencies, t-tests, and regression analysis to examine significant differences. The results show that the extent to which hotels perceive they benefitted from marketing sustainability practices through guest visits, guest length of stay, guest satisfaction, revenue, profit, and average daily rate can be predicted by examining the extent to which a hotel believes that green marketing has been incorporated into a hotels green marketing strategy. Findings also show that hotels that are a part of the Green Key certification program have a higher perceived probability of attracting new customers and retaining old ones. This study provides support that there is a benefit to sustainability marketing and this study is the first to examine how perceived hotel sustainability management and marketing inform one another and could be beneficial to hotels in how they utilize this information to inform marketing decisions.

This document summarises the composition, objectives and action plan for PLATOON Community Portal. It also resumes the information (trends, news, events, technology news, funding opportunities), inspiration (exclusive content curated by experts and interlocutors: live chats, Q&As…), support (experts will advise, but members can also create synergies and build partnerships) and connections (by networking with people interested in the digitisation of the energy sector domain) given by the community portal to the project.

This document summarises the composition, objectives and action plan for PLATOON Community Portal. It also resumes the information (trends, news, events, technology news, funding opportunities), inspiration (exclusive content curated by experts and interlocutors: live chats, Q&As…), support (experts will advise, but members can also create synergies and build partnerships) and connections (by networking with people interested in the digitisation of the energy sector domain) given by the community portal to the project.

In the precision marketing of a new product, it is a challenge to allocate limited resources to the target customer groups with different characteristics. We presented a framework using the distance-based algorithm, K-nearest neighbors, and support vector machine to capture customers’ preferences toward promotion channels. Additionally, online learning programming was combined with machine learning strategies to fit a dynamic environment, evaluating its performance through a parsimonious model of minimum regret. A resource optimization model was proposed using classification results as input. In particular, we collected data from an institution that provides financial credit products to capital-constrained small businesses. Our sample contained 525,919 customers who will be introduced to a new product. By simulating different scenarios between resources and demand, we showed an up to 22.42% increase in the number of expected borrowers when KNN was performed with an optimal resource allocation strategy. Our results also show that KNN is the most stable method to perform classification and that the distance-based algorithm has the most efficient adoption with online learning.

This study develops an analytical model based on the evolutionary game theory to analytically investigate the pricing and credit time strategies of a population of pharma-distributors towards demand promotion in the long term. This study determines the evolutionary stable strategy for the pharma-distributors’ population, and finds which marketing strategy of the pharma-distributors will ultimately be adopted by the majority of them. We investigate a supply chain (SC), including one pharma-manufacturer and a population of pharma-distributors where the pharma-distributors can either offer a credit time scheme or adopt a pricing strategy for customers’ convenience, using an evolutionary game theory approach. The uncertainty of customer default risk is incorporated into the pharma-distributors’ and pharma-manufacturer's payoffs. Both numerical and parametric sensitivity analyses are provided to give insights into the way SC managers use towards demand promotion. The results reveal that the credit time option considering the uncertain default risk is the evolutionary stable strategy for the pharma-distributors in the long term. Moreover, the findings demonstrate that under intense competition on the pricing strategy, the credit time scheme will be preferred by the majority of the population of pharma-distributors. However, under intense competition on the credit time scheme, the pricing policy will be employed by the majority of the pharma-distributors.

New Media in Communication Strategies of Polish Museums. From Facebook to TikTok The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

The presence of the Covid-19 pandemic outbreak makes consumer behavior in shopping began to change. Especially when the enactment of large-scale social restrictions (PSBB) regulations. Providing food service in this place cannot be expected to return. So, the divisions will not think of out of the house just eating in restaurants or eating places. One marketing strategy in the current era offers a message of delivery, this strategy can help remain to comply with regulations that apply during the Pandemic Covid-19. This study aims to obtain the results of the analysis that influences the level of public interest in the purchase of online-based foods, namely by (Food Delivery). This study uses the K-means method and uses the name, age, income, number of orders, order intensity, and satisfaction. This study uses several data collection techniques questionnaire. The subjects of this study are buyers who are members of the Food Delivery Instagram (Bellyboys.id) forum.

Life in the current era of technology is almost every line connected to the internet, as well as when doing business. Website is a container used for business development and improvement. One form of this is to create an attractive website display as a strategy to increase product quality and quantity. This research aims to; 1) The creation of a marketing information system facility with the application of CRM using the web-based React.JS framework as the main purpose of the research, and 2) Understanding and describing the benefits of implementing a Marketing Information System with CRM Applications using the web-based React.JS framework as a marketing strategy to improve quality and product quantity. To implement this research, the researcher uses the Agile method. A website-based marketing system with the implementation of Customer Relationship Management (CRM) at Reswara Digital printing produces structured and detailed data storage and the delivery of product information to consumers can be carried out optimally.

Purpose of the article: Technology start-ups go through certain stages in their lifecycle. In each stage of the lifecycle, there is a different approach to marketing strategy and its application through marketing activities. Creating an empirically based framework of a technology start up marketing strategy based on each lifecycle stage will increase the chances of success for such a technology start-up.Methodology: This research is based on qualitative research using structured interviews with the Czech and Slovak technology start-ups. The questions were validated by pilot research with a selected technology start-up and modified accordingly. The sample was obtained using non probability sampling methods. Deductive coding and content analysis are used. The outputs are represented by categorisation and followed by summarisation in the empirically based framework.Scientific aim: The aim is to create an empirically based framework of the marketing strategy of a technology start-up based on the lifecycle stages. The empirically based framework will be developed as an initial effort to gain knowledge in this area and to develop questions or the research direction for the future.Findings: The empirically based framework is developed through qualitative research to define the core marketing activities at a specific lifecycle stage. These activities are divided into categories of coding. The technology start-up should immediately and proactively develop marketing activities at the beginning of its foundation, not only internally but also with external support.Conclusions: For boosting the success of a technology start-up, it is necessary to create customised marketing activities. The ambiguous definition of a start-up hinders the advancement of the body of knowledge in this area and therefore primary research methods must be developed. The research is limited by the broad scope of the given topic. The marketing strategy area as such cannot be entirely covered and therefore sub-points need to be further addressed.

Due to recent technological advances, marketing strategies have shifted from conventional to online. Traditional businesses use this digital marketing strategy because it is considered no more effective than other forms of marketing, such as using brochures and catalogs. Kopi Tuku as a business that mushroomed first during the Covid-19 pandemic, used digital marketing strategies to introduce digital products, one of which was social media. This is because social media is a platform that allows people to communicate information in the form of text, photos, videos, and audio with each other and with businesses, or vice versa. This study aims to find out how Kopi Tuku's digital marketing strategy during the Covid-19 pandemic uses content analysis. The method used is Krippendorff's content analysis via Instagram @tokokopituku for the period January 1, 2021 to September 30, 2021. The conclusion of this study is that Kopi Tuku's marketing strategy is more of an advertising strategy that highlights related information about Kopi Tuku.

The purpose of IBM activities for this community is to provide business management assistance and appropriate technology for Small Businesses engaged in coffee powder in Carangwulung Village Customary Hamlet, Wonosalam Subdistrict, Jombang Regency. The target of this PKM activity is the owner and business manager in the field of coffee called Kopi Adat. The problem faced by This Customary Coffee SME is the low ability to manage the business without any planning, organizing, bookkeeping, and evaluation. In addition, there is also no proper marketing strategy only selling around the location; besides, the coffee milling process is still done in the rental place, so mix with other people's coffee because it does not have its mill. Looking at the situation above, we have done transfer of knowledge and mentoring to carry out management functions, provide coffee milling technology, develop and execute marketing strategies so that products can sell well so that there is business sustainability by providing understanding and mentoring to manage the business well, improve product quality with TTG and be able to market products so that they can achieve benefits in improving well-being. Existing owners and labor and there are a sustainable in their business. The initiator of the activity and partners have carried out activities, namely the handover of coffee milling machines, training and mentoring of business management and financial bookkeeping, and marketing products to sell in the market

The global pandemic of covid disease, covid-19, has caused the world's economic growth and Indonesia's to decline. The positive impact of the Covid-19 pandemic is that it encourages all business actors to fight for the survival of their companies. The rapid advancement of technology can be used to market MSME products to various corners of consumers online. Improving the quality of human resources and information technology is necessary to adapt to various technologies that have emerged in the era of the industrial revolution 4.0. Community service activities with the theme "Efforts to Increase MSME Capacity Through the Application of Social Media Marketing" were carried out in Duren Mekar village, Bojongsari sub-district, Depok City, aiming to provide training and assistance in marketing products or services through social media. 34 MSME attended this activity. The participant's business fields consist of essential food, culinary, fashion, and handicraft businesses. Types of social media used as product marketing media in Whatsapp: 57.6%; Facebook: 22%; Instagram: 16.9%; Twitter: 1.7%; TikTok:1.7%. These results indicate that the use of social media is still not optimal as a means of marketing products or services as a cheap marketing medium. After training the participants on the application of social media marketing, based on the questionnaire results, it shows that the percentage (%) level of understanding reaches 89.7%. These results explain that after training on social media marketing, participants understand the training material provided. For this reason, it is necessary to carry out ongoing training so that participants can apply it as a marketing strategy to increase sales

So far, marketing and entrepreneurship research has been expanding. This article aims to assist businesses in reducing the risks they encounter, both those that they can foresee and those that they cannot, so that they can recover in their business operations. In this article, a literature review was utilized as an approach. Companies can use entrepreneurial marketing methods to deal with market volatility and unpredictability in order to survive and develop sustainably. In this article, the author provides reference comments on entrepreneurial marketing strategies that companies can use in post-disaster or post-pandemic times such as the current COVID-19 pandemic.

Channel intermediaries (hereafter, intermediaries) are among the most critical elements of any supply chain as the bulk of manufacturing output is transported through them. However, we have a limited understanding of the approach a manufacturer should take to achieve the dual goal of increasing profitability and intermediary satisfaction. To provide manufacturers with practical strategies to boost their performance and their intermediaries’ satisfaction, we rely on three related studies. In Study 1, through interviews with managers and intermediaries, we find that distribution alignment across intermediary, market, and product types may be a practical strategy for both manufacturers and intermediaries. In Study 2, by using a robust empirical methodology with data from a construction product manufacturer operating in an emerging market, we find that various combinations of intermediary, market, and product types affect the manufacturer’s performance differently. Accordingly, through a supply-side examination, we quantify the revenue impact of reallocating the studied manufacturer’s retail distribution resources among different intermediary-, market-, and product-type combinations. In Study 3, through a field implementation, we find that our recommended intermediary alignment strategy from Study 2 substantially boosts both the manufacturer’s performance (by fourteen percent in revenue and thirteen percent in profit) and intermediaries’ satisfaction (by 7.71%). Thus, with our qualitative, empirical, and field studies, we contribute to the existing research in channel management, emerging market retailing, retail distribution, and marketing strategy.

Smart marketing has a large number of methods such as websites, search engines, social media sites, mobile apps, videos, etc. which play a vital role in enhancing the relationship between travel agency and tourists. Therefore, This study aims to identify the Smart Marketing Methods and, and explore the opportunities and challenges of using Smart Marketing Methods in Domestic Tourism in Egypt. Accordingly, it adapted the descriptive the descriptive methodology and used a mixed approach in collecting data quantitatively and qualitatively. (a) The quantitative approach is used by employing questionnaire to gather the primary data from domestic tourists in Egypt. (b) As for the qualitative method, it is represented in semi-structured interviews with Top Ten Travel Agencies representatives in Egypt. The main results of study demonstrated that there are many advantages of using smart marketing methods in Domestic Tourism in Egypt; however, there are some obstacles that have clear impacts upon them. The study recommends that Travel Agencies and Tourism Associations in Egypt should apply formal platform to promote Domestic Tourism and improve their marketing strategy to take advantages of using Smart marketing methods in Tourism.

Electric vehicles are the future. All countries around the world are promoting the construction of new energy vehicles. China is one of the big countries that even set a goal to achieve 100% electric car in 2050. Recently, China’s new energy vehicles appear spurt growth phenomenon, and countless manufacturers frantically expand their turf into the electric vehicle competition. Among many manufacturers, BYD and Tesla, as the two major brands in China, are in fierce competition. In this paper, consumers’ purchasing preferences are investigated through a questionnaire survey, and the current product characteristics of different new energy vehicle companies are also analyzed. Besides, the advantages and disadvantages of Tesla and BYD are mainly analyzed by comparing the marketing strategies. This paper aims to find the development direction and marketing strategies of future new energy vehicles.

Brand anthropomorphism extends and develops the special relationship between consumers and brands by injecting human characteristics, motives, subjective intentions, behaviors and emotions into specific brands. Brand anthropomorphism, as a brand marketing strategy, plays a very important role in brand building and communication. Therefore, the current theoretical circle of brand anthropomorphic marketing is gradually heating up. In this paper, the literature of anthropomorphic brand marketing at home and abroad, the brand personified and anthropomorphic marketing concept, the brand personified the composition of the dimension and measurement, the brand personified as related variables, etc on the existing research results, and on this basis in the field of the future research direction was prospected.

Winning the Top 500 World Brands in 2018, Tesla is working hard to cover a variety of categories including high-end sports cars and luxury cars. As a leader in the "new car movement", Tesla from Silicon Valley is committed to building cars with IT concepts, and it is not a traditional car manufacturer's thinking represented by Detroit. This paper undertakes a full marketing audit to evaluate Tesla’s strengths, weaknesses, opportunities and threats to many other car manufacturers using PEST, SWOT and USP models. Based on the above issues, the business process of external supply chain management is proposed: information-technology outreach, upstream management of docking, overall coordination and co-existence, and analysis of node elements and evaluation schemes are feasible. Besides, the recent accidents regarding the brake caliper bolts failure, battery charging, and pilot driving are also mentioned in this review. Corresponding recommendations are also provided for the improvement of moral images in the end.

Sawasdee Drink was established in 2016 and sells various fresh beverage products, one of them is Thai tea. From January 2020 to April 2021, Sawasdee Drink experienced a sales decline of 13.51% and in that time period, only once reached the sales target. This research identifies the factors that influence consumer interest and provide suggestions on the marketing mix that should be done by Sawasdee Drink to increase sales. The method used in this research is Multiple Regression Analysis, Hypothesis Testing, and Crosstab. As the result, there are two variables that affect buying interest, namely the speed in the process of making drinks and the attractiveness of the outlet design. Based on the target market on Sawasdee Drink, the researcher offered the slogan as its positioning, namely "student price, extraordinary taste". Based on the results of the overall analysis, the improvements proposal offered includes tidying up outlets with the 5S system (Seiri, Seiton, Seiso, Seiketsu, and Shitsuke), designing outlets to be simpler and more attractive, improving work movements, and conducting training for workers.

Lapis kukus pahlawan is known as a typical Surabaya food whose official branches are spread in several corners of the city. The high competition in the culinary industry in the cake business has resulted in increasingly fierce market competition. This triggers Lapis kukus pahlawan surabaya to understand the characteristics and behavior of consumers. The purpose of this study are to understand the consumer characteristics of lapis kukus pahlawan surabaya and to analyze the influence of consumer behavior on purchasing decisions of lapis kukus pahlawan surabaya. The analytical method used in this research is quantitative descriptive analysis using multiple linear regression test. The results of the study explain that the majority of consumers of lapis kukus pahlawan surabaya are aged 17-25 years, female, working as a private employee from Surabaya, Sidoarjo & Bangkalan, income per month is less than 1,000,000 and the last education is high school / equivalent. Simultaneously, cultural factors, social factors, personal factors and psychological factors influence consumer purchasing decisions. While partially cultural, social, personal and psychological factors influence purchasing decisions, but the most dominant are psychological factors. The resulting implication is to create an effective marketing strategy to attract consumer buying interest .

This research purposes to describe the implementation of 7P’s marketing strategy at PT Hanna Instruments Indotama towards purchase decision. In this research using some indicators which one is like product, price, place, promotion, people, process, and physical evidence. To collecting the data there are 97 respondents who are using Hanna Instruments product through questionnaire at several industries located in Bandung. The research method applied a quantitative method with descriptive approach using Statistical Package for the Social Sciences (SPSS) analysis. The consequences of this research show that price, promotion and place has no influence to purchase decision. It can conclude 4 out of 7 hypotheses show a significant influence on purchase decision. The influence of product, people, process, physical evidence. The implementation of 7P’s as marketing strategy toward purchase decision accounts for 61.9% and the other 38.1% is account for another factor that does not discussed.

Economic development has gradually made tourism one of the most common options for people’s leisure and entertainment. The fast-paced life and heavy pressure in the city have made the relaxed and comfortable rural tourism sought after by many people. In our country, many villages have rich tourist attractions and unique cultural heritage, but they have not been fully developed due to information obstruction. Now, the advancement of Internet technology has made e-commerce, an emerging trade method, more closely related to rural tourism. Based on the background of big data, this paper has launched a research on the SWOT analysis of the development of rural tourism e-commerce system. Starting from the advantages, disadvantages, opportunities, and threats of the tourism e-commerce system, this paper discusses the necessity of combining rural tourism and e-commerce platforms in the Internet era, combining various internal and external conditions. From the perspective of the e-commerce system, all kinds of special features in the countryside can be transformed into product selling points on the platform to attract tourists, and the promotion of tourism revenue through the platform can further promote the continuous improvement of the rural tourism industry and form a virtuous circle. According to our data from the China Tourism Administration and related tourism statistics, the number of rural tourists in my country has increased from 630 million in 2011 to 3.13 billion in 2019, and the increase in rural tourism revenue has also reached 4.3 times. In order to prevent the rural backward marketing strategy from hindering the development of rural tourism, the introduction of a tourism e-commerce platform is a very necessary choice.

When people are shopping, they may make different choices in the face of different brands. People generally choose goods with high brand recognition. This paper studies the reasons that brand awareness has an impact on people’s consumption intentions, the measures other enterprises can take to improve their brand awareness and attract more consumers and gain more profits. This paper uses the 4P theory (product, price, place, promotion) to explain the marketing process of Adidas and other issues in four aspects. At the end of this article, some data and forms can show that there are some huge differences in net profits with part of his competitors due to Adidas marketing strategy.

E-commerce is deemed as the sale and purchase of goods and services through the internet in exchange for money and data transfer to complete the transactions. E-commerce is at the forefront of transforming marketing strategies, based on new technologies, and facilitates product information and improved decision-making. In this way, marketing strategy increasingly require large amounts of information to better understand client needs, which raises the question of choosing the right marketing strategy to better fit consumer expectations. This literature review aims to shed light on both the recent growth of e-commerce literature and its interplay with consumer marketing strategy. Extant research has examined this change in human interaction due to social network building, mostly through the themes of online marketing and social media marketing, also comprehending issues such as cost efficiency, information quality and trust development towards online shopping. Nevertheless, existing research has not shown in full all the research streams, how they interact with each other and its potential knowledge development. Thus, a literature review on consumer marketing strategy for e-commerce in the last decade is opportune. This paper aims to identify research trends in the field through a Systematic Bibliometric Literature Review (LRSB) of research on marketing strategy for e-commerce. The review includes 66 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The LRSB results were synthesized across current research subthemes. The following findings are presented: Amidst the current competitive global business environment, companies tend to respond with strategies for e-commerce and online businesses that resort to e-commerce platforms and social networking to better understand consumer needs, facilitate consumer marketing strategy and share innovative information. The originality of the paper relies on its LRSB method, together with extant review of articles that have not been categorized so far.

BackgroundEthical marketing strategy based on position analysis, identifies market opportunities and by defining different market segments and identifying the strengths and weaknesses of the organization, enables competition conditions. Designing a marketing strategy is one of the most important tasks of business planning for publishing companies. This study provides a model for designing a mixed ethical marketing strategy in a children's book based on the parents purchase intention.MethodThe research is applied in terms of purpose and descriptive-survey in terms of implementation method. The statistical population included the employees of cultural institutions that produce children's books. Sampling was done by simple random sampling and 110 people were selected as the statistical sample. The data collection tool was a mixed marketing ethics questionnaire and finally Friedman test was used to analyze and rank the data.ResultsThe results finally led to a proposed model for explaining the C4 marketing mix strategy by highlighting the advertising element in line with the marketing strategy and the integration of the specific strategy of each mix.ConclusionCommitment to ethics in marketing and business creates a kind of trust that is a social and valuable capital and guarantees the long-term success of the relevant enterprises.

Atria Hotel Malang adalah salah satu hotel bintang empat yang terletak di Kota Malang, tepatnya berada di jantung kota Malang. Pihak manajemen hotel perlu menerapkan strategi pemasaran berupa Customer Relationship Management (CRM) untuk menciptakan kepuasan pelanggan terhadap pelayanan yang diberikan. Dalam melaksanakan strategi CRM, ada empat implementasi untuk menciptakan dan mengelola hubungan dengan pelanggan, yaitu: (1) identifikasi; (2) diferensiasi; (3) interaksi; (4) Customize. Metode penelitian yang digunakan peneliti adalah metode penelitian kualitatif. Berdasarkan hasil penelitian dapat disimpulkan bahwa Implementasi Customer Relationship Management (CRM) pada sales and marketing department dalam memelihara dan menjaga hubungan baik dengan pelanggan sudah dilaksanakan dengan baik dalam pengembangan brand awareness kepada publik, namun dalam penerapan customer relationship management masih belum dilakukan secara efektif karena masih terdapat banyak database pelanggan pada corporate segment yang menumpuk dan tidak valid lagi akibat dari pengelolaan hubungan yang tidak merata kepada pelanggan. Atria Hotel Malang memerlukan ide yang kreatif dan inovatif di setiap tahunnya agar mampu meningkatkan kualitas produk dan citra perusahaan di hadapan konsumen.

This research is written on the background of how the strategy to market online social gathering services is behind the rise of online social gathering scams. With the postpositivist paradigm of a qualitative approach to case study design, it has been found that the marketing strategy for online social gathering services will survive if it is supported by the products offered, causing reactions and consumer interest to be noticed, owned, used or consumed so as to satisfy consumer wants and needs. The products offered by the owner to consumers also vary. The price offered by the owner of this online social gathering is in accordance with the get that consumers want to get, so that consumers choose the get the social gathering slot according to their wishes, the use of online media is more effective to reach wider consumers and offer their products. The owner of this online social gathering benefits in the form of having a relationship with many people and also benefits from holding an online social gathering, the most important finding of this research is to include the mandate in running an online social gathering service business.

Purpose This paper aims to understand the perception of smallholder farmers on climate change, identify major livestock related climate change adaptation (CCA) strategies and their determinants in selected neighboring districts of Tigray and Amhara regions of Ethiopia. Design/methodology/approach A total of 416 household heads were involved in a questionnaire survey using a multistage sampling approach. To understand the socio-economic factors that influence farmers’ perception on climate change (CC) and/or variability, a binary logit model was used. Multinomial logit model was used to identify the determinants of smallholder farmers’ choices of adaptation strategies. Findings Milk reduction, weight loss, feed shortage and frequent animal disease outbreak were indicated as major impacts of CC on livestock production. About 86.2% of the farmers’ exercise CCA measures where livestock health care and management (25%), followed by livelihood diversification (21.5%) and shifting and diversification of livestock species (20.9%) were the top three adaptation measures implemented. Education, knowledge on CCA strategies, access to veterinary service and extension, market access, annual income, non-farm income, total livestock unit, sex of household head and household size were the major determinant factors to farmers’ choice of CCA. Research limitations/implications Concerned authorities working in CC related sectors should give due attention to improve smallholder farmers’ access to extension and veterinary services, market access and climate information to enhance their adaptive capacity to CC impacts. In addition, incorporating climate change awareness trainings into the existing extension packages is crucial to enhance the awareness of farmers on climate change and implement appropriate adaptation strategies. Moreover, it is very essential to provide appropriate herd management and marketing strategy based on the production system to avoid the significant price reduction during drought periods. Practical implications Concerned authorities working in CC related sectors should give due attention to improve smallholder farmers’ access to extension and veterinary services, market access and climate information to enhance their adaptive capacity to CC impacts. In addition, incorporating climate change awareness trainings into the existing extension packages is crucial to implement appropriate adaptation strategies. Moreover, it is very essential to provide appropriate herd management and marketing strategy based on the production system to avoid the significant price reduction during drought periods. Originality/value This research is focused on smallholder crop-livestock farmers, livestock-based CCASs and presents the determinant factors to their choice of adaptation.

The concept of Halal Tourism began to be adopted in Indonesia in 2014 and is getting stronger in Indonesia following the 2016 World Halal Tourism Award in Dubai. Several regions or districts responded to this by opening halal tourism, including Banyuwangi Regency and Gunungkidul Regency. Banyuwangi Regency launched tourist area branded as ‘the first sharia beach tourism in Indonesia’, namely Santen Island Beach. Meanwhile, Gunungkidul Regency is on Torohudan Beach. The research method used is a case study. The discussion includes marketing strategy and marketing communication mix, showing the implementation of halal tourism management on Santen Island Beach was successful at the beginning with very strong branding evidence, marketing communication practices have maximized marketing strategy and communication mix. At Torohudan Beach, the community prefers the principle of ‘Muslim friendly tourism’, and in its implementation it needs support from the local government. Keywords: branding, Halal Tourism, muslim friendly tourism, sharia beach tourism

The purpose of this research is to find out alternative marketing strategies for traditional medicine in the face of the new normal era as the impact of the second covid 19 to find out the best alternative strategy that can be used for traditional medicine in facing the new normal era as the impact of covid 19. This type of research is qualitative with tools The analysis used is a SWOT analysis. The results of the study indicate that an alternative strategy that can be used is the SO Strategy, one of which is by conducting or increasing the marketing of herbal medicines by expanding the media. ST strategy, one of the strategies is to open outlets or branches elsewhere to avoid long queues due to the narrow business location. The WO strategy, one of the strategies is to make unique packaging to attract consumers, to provide delivery facilities. WT strategy. there needs to be training for employees so that they can make quality instant products such as instant turmeric herbs, instant ginger, instant temulawak and other herbs. The best alternative strategy is to make instant ready-to-eat traditional medicines with different variants, provide delivery facilities, make unique and attractive packaging so that consumers are more interested in traditional medicinal products. Finally, providing training to employees to be able to make quality instant products.

This research aims to find out how the concept of Sharia marketing vs conventional marketing and aims to know the product marketing strategy in PT. Ahad Net and PT. DXN Makassar Branch, and know the differences and similarities of the two multilevels. The type of research used is a type of qualitative research. The results of the research analysis then the author found that the concept of spiritual-based sharia marketing management (velue) that began with the sincere intention and pleasure of Allah to obtain double-dimensional benefits namely matril and siprituil (falah). While conventional marketing management prioritizes speculation and exploitation to achieve the greatest material profit. Sunday net marketing strategy prioritizes morality as the main capital for a marketing to be trusted and trusted by consumers, then the products marketed are products that are guaranteed quality and guaranteed halal again good, while dxn product marketing strategy DXN As a multi-level conventional marketing prioritizes the superiority of its products and incentives are high enough and loaded with speculation in achieving its goal of maximum material benefits.

The intensive spread and the growth of the sharing economy challenge the sharing platforms to attract and retain consumers. Thus, a comprehensive understanding of consumers’ perceived value and marketing strategy oriented to value growth is becoming essential both from the scientific and practical point of view. However, in the scientific literature, the construct structure of consumer perceived value from sharing economy and the factors that determine it are not sufficiently explored. To fill this gap, this study aims to investigate consumer perceived value from sharing economy and explore how it is influenced by consumer environmental consciousness and consumer attitude towards sharing platforms. Based on the quantitative research findings, it was found that consumer environmental consciousness has a significant direct effect on attitude towards sharing economy platforms and directly influences consumer perceived social value. The results of this study confirm the mediating effect of the consumer attitude toward sharing platforms in the relationship between consumer environmental consciousness and consumer perceived economic, functional, emotional value from sharing economy.

This study aims to determine the use of Tokopedia features as a promotional media for PT. Saafir Prisma Indonesia. The research method used by the author is a case study. Case studies are classified as descriptive analytical research, namely research conducted centered on a particular case to be observed and analyzed carefully. The conclusions that can be drawn in this study are related to how to use the Tokopedia feature for promotional media at PT. Saafir Prisma Indonesia is that after finding out about the features and benefits it can be concluded that all features benefit the seller, and PT. Saafir Prisma Indonesia is greatly helped by the Tokopedia features, although not all features are utilized because they see the company's needs. One of the features that PT. Saafir Prisma Indonesia is a "TopAds" feature because this feature can help in terms of promotion and sales so that the products sold are known by Tokopedia users.

There are many ways that community groups do to survive during the pandemic caused by the COVID-19 virus. One way to survive is done by one of the community groups to work together by planting vegetables that can be consumed as daily food ingredients that are filling and nutritious. Over time, the community realized that its strategy to survive could also be materially profitable. Self-harvested vegetable products can be developed into commercial products with a marketing strategy that combines websites and merchandise strategies. One of the main problems faced by the community is that the community has not adequately understood the strategy for managing and developing a website. However, the community already knows the usefulness of the website and how website development can benefit the community, not only in terms of selling vegetables but also community awareness that is easier to build. Furthermore, with public awareness, more parties will know the products produced by the community. Public awareness will also positively impact the sustainability of the business ecosystem in the community. The existence of synergies, the right strategy in managing and developing websites, collaboration with the community, and community awareness will have a good impact, especially for the community, not only in growing businesses to survive but also in being an example for others communities.