Tomato Jos: launching a tomato paste brand in Nigeria

Learning outcomes The teaching objectives of the case are as follows: to develop an understanding of the scope and complexity of strategy and marketing; to examine what is meant by purpose, direction, objectives and consider how these might be set and used; to help students think and act in a strategic way; to give faculty the opportunity to illustrate the strategist’s and marketer’s toolbox, namely, tools and frameworks, such as Porters 5 Forces – The attractiveness of the industry, Porter’s Generic Marketing Strategies, strengths, weaknesses, opportunities, threats analysis, the 4P’s – with a focus on product and distribution. The case is intended for use in MBA and Executive education courses in strategy, marketing and leadership. The case offers relevant experiences and instructive lessons in formulating and implementing business strategies. The case highlights the importance of contextual leadership intelligence and competence in enabling entrepreneurial business activities. Case overview/synopsis Tomato Jos (Nigeria) is a large tomato processing business in Kaduna, Nigeria. Nigeria is the second-largest producer of tomatoes in Africa, with Egypt as the largest. The country ranks 14th overall as a world producer. In Africa, and specifically Nigeria, there is a strong push to support small-scale farmers as a source of employment creation, as well as meeting the needs of food security. The CEO, Mira Mehata, is an ex-pat graduate from the USA with strong Agri sector experience. The business has received extensive support from the Kaduna Government as the business has secondary objectives to assist small-scale farmers in the region. Farmers need consistent off takers and reasonable set prices to see a return on their investment and Tomato Jos plays that role of being the middle-man. This results in less wasted produce – the bane of farmers globally. The price for fresh tomatoes is about three times that of processed tomatoes IE in paste or sauce – so that is an added challenge for farmers to see the value in processed tomatoes. The business currently has a 2% Market Share in Nigeria with a target of 10% over the next five years. The business so far has invested three billion Naira and plans a further five billion Naira over the next few years. The business is seen as a high-profile success story with a supportive eco-system with a push from both the Nigerian Government and some major private sector players example Dangote. Complexity academic level The case is intended for use in MBA and Executive education courses in Strategy, Marketing and Leadership. Supplementary materials Teaching notes are available for educators only. Subject code CCS 11: Strategy.

Strategi Komunikasi Pemasaran Produk Unit Link PT Asuransi Jiwa Manulife untuk Menarik Minat Calon Nasabah

This journal contains the communication strategy of Unit Link Product Marketing of PT. Manulife Life Insurance to Attract Prospective Customers which is focused on the steps in describing the strategy undertaken by PT. Manulife in increasing the number of its customers. The research method is descriptive qualitative method with data analysis techniques Interactive Model Matthew B. Miles and A. Michael Huberman. The results of the study obtained an illustration that in the communication strategy of Unit Link Product Marketing of PT. Manulife Life Insurance to Attract Prospective Customers by prioritizing two-way communication to customers to sell their products in order to give influence, confidence, and actions taken as encouragement can be seen by using steps in developing effective marketing communications to achieve goals that have been established and can be implemented properly. Keywords: Communication, Communication Strategy, Marketing, Manulife Life Insurance, Interests.

Strategi Pemasaran Produk Asuransi Investasi di Indonesia

Today's Indonesian people have a high desire to protect themselves with iberinsurance and even invest while being insured. Insurance has slowly become a necessity for the community as a form of protection and investment in the medium and long term. For investment insurers, a person does not need to manage the purchased policy, it is enough to pay the initial investment premium and then everything is managed by the police issuer, so that it is convenient for the public to use it according to their needs and provisions. The purpose of this research is to find out the implementation of the marketing strategy for investment insurance products at PT AXAi Mandiri Financiali Services (Axa Mandiri) in attracting customers through analyzing the strengths, weaknesses, opportunities and threats faced and simulating premiums on investment insurance products, explaining the qualitative analysis used by the company in depth analysis. The results obtained are that the company iAxa Mandirii increases customer trust by sharpening aspects of its marketing strategy, which begins with identifying the aspects that underlie the preparation of insurance which focuses on investment, determining the brand to be more recognizable by the wider community, a strong personal team, good service, the right choice of products and quality, the right premium, Attractive product packagingii and continuous promotion are the overall strengths applied by Axa Mandiri. Keywords: strategy, marketing, insurance, investment

Egan’s Irish Whiskey: a story of heritage and renewal

Learning outcomes The learning outcomes of this paper is as follows: to give faculty the opportunity to illustrate the strategist’s and marketer’s toolbox, namely, tools and frameworks such as the McKinsey 7S model. Porter’s generic marketing strategies. Strengths, weaknesses, opportunities and threats analysis. Political, economic, social and cultural, technological, environment and legal – external macro analysis. The case is intended for use in MBA and Executive education courses in strategy, marketing and leadership. The case offers relevant experiences and instructive lessons in formulating and implementing business strategies. The case highlights the importance of contextual leadership intelligence and competence in enabling entrepreneurial business activities. The case gives students the opportunity to apply a strategic framework to marketing communications, competitive analysis and branding with a new brand and a new name in a first world economy. The case helps students understand that: successful companies are a success because of their people and leadership, proactive thinking and constantly looking for new opportunities will make you a leader in the market, up-to-date competitor and market analysis are paramount in making the winning decision, staying true to one’s business philosophy and company values build a reputable organization, the importance of creating partnerships and healthy relationships with the distribution channel, the concept of competitive advantage, the concept of differentiation, focus and cost leadership and the concept of value and understanding customer needs. Case overview/synopsis The Egan’s Whiskey case offers students a unique opportunity to discover the important, yet grass-root, strategic decisions made by a high-quality alcohol product in a very competitive, well-known brand dominated the market, the USA. The case focuses specifically on issues related to strategic choices and implementation, brand, reputation, leadership, strategic marketing decision-making, customer/retail relationships, customer value and the importance of good marketing intelligence. There are some good examples of out-of-the-box thinking. History reveals that companies with the strongest brands, most proactive leadership, innovative marketing ideas, superb marketing intelligence and deepest relationships with their consumers are the pillars of success. The very assets that define these leading companies provide benchmarks for upcoming organizations. Being complacent and having poor leadership and vision in an ever-demanding customer-driven and competitive environment is a recipe for failure. Organizations and their leadership teams need to start thinking systematically, proactively and strategically about their place in competitive markets and take quick actions to mitigate risks and miss opportunities before they become reality. This case reveals the importance of understanding your strategic landscape, your market, your competitors, your customers, quick thinking and actions and having a rolling strategic plan, which is adaptable. Complexity academic level The case is intended for use in MBA and Executive education courses in strategy, marketing and leadership. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 11: Strategy.

STRATEGI BAURAN PEMASARAN ( MARKETING MIX ) DALAM PERSPEKTIF SYARIAH

Business activities are activities that require serious understanding, starting from planning what will be done, the implementation stage and the stage of monitoring a business being run. In running a business, the important task of marketers is to be able to provide what is needed by the community, both consumers and customers. In order for a business or business that is run to be successful, it would be nice to have an appropriate competitive strategy. This study aims to provide a study and analysis of the marketing mix strategy (Marketing Mix) in the sharia perspective. This type of research is a literature study, data is collected by conducting a review study of previous research journals that are relevant to this research.

MARKETING STRATEGY TO INCREASE SALES VOLUME

Competition between entrepreneurs, especially traders in luring consumers so as to increase sales. And one way is to implement a marketing strategy. Marketing strategies must be done effectively so that sales can increase. Marketing activities generally focus on products, pricing, policy ditribusi, and promotional methods that in this case are known as the marketing mix. Marketing mix activities play an important role for the survival of a company. But marketing strategies are sometimes carried out on the basis of conventional economic principles, therefore in this study will be researched about marketing strategies in an Islamic perspective.

Implementasi Strategi Marketing Public Relations dalam Membangun Citra Batik untuk Generasi Muda

Batik telah diakui oleh UNESCO sebagai warisan budaya dunia, namun ketertarikan generasi muda terhadap batik kian menurun. Di tengah keadaan ini, tahun 2015 muncul merek batik premium ”Negarawan” dengan market generasi muda. Negarawan berkembang menjadi merek yang kuat dibuktikan dengan pengikutnya di Instagram hingga 24 ribu. Negarawan menggunakan strategi marketing public relations untuk membentuk citra merek. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Pengumpulan data primer dilakukan melalui wawancara dan observasi partisipatif. Data sekunder didapat melalui studi kepustakaan dan dokumentasi dan data primer diperoleh dari dua informan kunci Chief Executive Officer, Chief Marketing Officer dan tiga konsumen Negarawan.Hasil penelitian menunjukkan implementasi three ways strategy marketing public relations saling mendukung dalam membentuk citra merek. Push strategy berperan dalam mendorong penjualan, pull dalam meningkatkan partisipasi masyarakat dan konsumen, sementara pass dalam membentuk opini positif masyarakat.

Strategi Pemasaran Pada Produk Simpanan Haji KSPPS Mitra Usaha Ideal Jawa Timur Cabang Sekapuk Gresik

In applying marketing strategy, the subjects or sellers must be able to educate the customers about the product superiority with integrity. They do not need to lie or deceive the clients in order to get the profit. They even need to be the good and professional communicator. The changing number of members in KSPPS Mitra Usaha Ideal Sekapuk, East Java, needs a further analysis to determine the marketing strategy in order to keep surviving in financial industry. This research applies qualitative approach in conformity with field research to obtain the data that are in correlation with the latest social condition and environment. The research findings on the marketing strategy of products of hajj savings in KSSPS Mitra Usaha Ideal Sekapuk, East Java, generate the application of marketing strategy through segmentation, targeting, and positioning by rising door to door strategy. Keywords: strategy; marketing; hajj savings

STRATEGI PEMASARAN KEGIATAN SOSIAL KEAGAMAAN REMAJA MASJID

The village fostering is one of the JMMI ITS Surabaya socio-religious activity programs. Every mosque is required to make programs and activities that are diverse and attractive to the community. Therefore, these programs need to be presented properly and attractively through a marketing strategy. The purpose of this study is to describe how the segmenting, targeting and positioning (STP) of the JMMI social activity market. This research uses descriptive qualitative method, while the data were collected by interview, observation, and documentation. This study found that the grouping of JMMI target villages is divided into four areas that can be reached or close to the ITS campus, namely: Kejawan, Keputih, Gebang, and Medokan. Communication and cooperation between JMMI and the community really help the community's economy.Keywords: Strategy, Marketing, Social ActivitiesDesa binaan adalah salah satu program kegiatan sosial keagamaan JMMI ITS Surabaya. Setiap masjid dituntut untuk membuat program maupun kegiatan yang beraneka ragam sekaligus menarik bagi masyarakat. Oleh karena itu, program-program tersebut perlu dikemas dan dipasarkan dengan baik dan menarik melalui strategi pemasaran. Tujuan penelitian ini adalah untuk menggambarkan bagaimana segmenting, targetting dan positioimg pasar kegiatan sosial JMMI. Fokus masalah yang diteliti adalah analisis proses kegiatan sosial keagamaan JMMI ITS Surabaya menggunakan teori Segmenting,Targetting, Positioning (STP). Penelitian ini menggunakan metode kualitatif deskriptif, jenis penelitian ini adalah menganalisis data yang telah dikumpulkan dengan wawancara, observasi, dan dokumentasi. Hasil dari penelitian ini adalah mendeskripsikan strategi pemasaran dengan menggunakan teori STP yang telah dilakukan JMMI ITS Surabaya dan menjabarkan proses STP yang diterapkan pada kegiatan sosial keagamaan JMMI ITS Surabaya. Penelitian ini menghasilkan temuan sebagai berikut. Pertama pengelompokan desa binaan JMMI dibagi menjadi empat wilayah yang bisa dijangkau atau dekat dari kampus ITS yaitu: Kejawan, Keputih, Gebang, dan Medokan. Kedua komunikasi dan kerjasama antara JMMI dan lingkungan Masyarakat membantu perekonomian masyarakat.Kata Kunci: Strategi, Pemasaran, Kegiatan Sosial