scholarly journals The role of GAP-analysis in reducing the uncertainty of online marketing results for SBEs

2021 ◽  
Vol 258 ◽  
pp. 06053
Author(s):  
Artoym Kovalenko ◽  
Irina Okolnishnikova ◽  
Yulia Kuzmenko
Keyword(s):  
Small Business ◽  
Gap Analysis ◽  
Online Marketing ◽  
Marketing Activities ◽  
Business Enterprises ◽  
Marketing Information ◽  
Marketing Methods ◽  
Uncertainty Of Results

Modern online marketing consists of a variety of interacting methods and tools. The consumer exists in the flows of marketing information. The consumer’s value acquisition process is not linear. Financial constraints at the marketing budget level for small business enterprises require reducing the uncertainty of results from the applied online marketing methods. In this paper, we look into the properties of gap analysis to study the discrepancies between the current and planned results of online marketing activities of small business enterprises. The research methodology is based on the gap analysis method, which is complemented by the methods of content analysis, cvp analysis, graphical methods, and special methods of online marketing. The study examines the properties of gaps in the transformation of online marketing informational flows. A mathematical description and graphic interpretation of the gap in the transformation of the informational flow of online marketing is proposed. The results of the study show that the use of gap analysis methods makes it possible to detail the phenomenon of consumer proactivity, reduce the uncertainty from the use of online marketing methods and improve the quality of marketing information about the consumer for small business enterprises.

scholarly journals Event Sponsorship Service Quality at PT Sinar Sosro East Java Region: A Gap Analysis

2019 ◽  
Vol 3 (2) ◽  
pp. 73
Author(s):  
Phima Ruthia Dwikesumasari ◽  
Rachmatullah Dwi Nugraha
Keyword(s):  
Sampling Method ◽  
Gap Analysis ◽  
Service Level ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
Event Marketing ◽  
Customer Evaluation ◽  
Representative Office ◽  
Marketing Activities

Traditional marketing communication media begin to be abandoned by customers; therefore, companies need to find other more effective alternatives to communicate with customers. Companies try to convince that customers not only use the the products they bought but also get unforgetable experience. Thus, companies often hold experiential marketing in the form of event as one of the alternatives. One of the efficient ways to conduct event marketing activities is by establishing an event sponsorship and building collaboration with event organizers. One of many companies which prioritizes its event sponsorship is PT Sinar Sosro East Java Region Representative Office. To be able to maintain the continuity of this program, PT Sinar Sosro East Java Region Representative Office needs to pay attention to the quality of event sponsorships services provided by company’s Marketing support Division. The purpose of this study is to analyze customer evaluation that is the event organizers, for the quality of company’s sponsorhip event services. In line with this purpose, this study used a 5-scale Likert measurement from the 5 dimension SERVQUAL measurement items with gap analysis techniques. Samples were taken using a proportional stratified random sampling method, resulted a minimum sample size of 97 respondents. Questionnaires were sent to 115 respondents but only 101 which could be analyzed further. Results showed that PT Sinar Sosro East Java Region Representative Office sponsorship event services was rated good since most of the results from gap analysis of each items of questionnaire statements showed a positive scores. Although some negative scores appeared, it did not dominate the overal result. The negative scores appeared on several items on tangibles, reliability and responsiveness dimensions. Overall positive scores were existed on assurance dimension, which consisted of the most statement items on this questionnaire, and empathy dimension. This indicated that the level of service received by customers had exceeded the service level expected by them.

scholarly journals Pengembangan Kemasan Produk Untuk Memperkuat Brand Stik Tempoyak Cap Cus di Jambi

2021 ◽  
Vol 3 (1) ◽  
pp. 21-28
Author(s):  
Frangky Selamat ◽  
Chairy Chairy ◽  
Hetty Karunia Tunjungsari
Keyword(s):  
Community Service ◽  
Online Marketing ◽  
Consumption Patterns ◽  
Product Packaging ◽  
Community Activities ◽  
Public Consumption ◽  
Service Activity ◽  
Marketing Activities ◽  
Marketing Methods ◽  
The Impact

ABSTRAK Krisis ekonomi yang dipicu oleh penyebaran virus SARS-Cov2 belum juga dapat dikendalikan. Kondisi ini telah menciptakan banyak masalah bagi pelaku UKM di Indonesia. Melemahnya daya beli konsumen dikuti dengan perubahan pola konsumsi masyarakat mendatangkan sejumlah masalah. Sektor kuliner menjadi salah satu yang terdampak berat. Usaha stik tempoyak yang merupakan hasil kreasi dari seorang ibu rumah tangga di Jambi yang ingin menciptakan oleh-oleh penganan ringan khas Jambi turut merasakan dampak tersebut. Berkurangnya jumlah kunjungan wisatawan ke Jambi dan pembatasan kegiatan masyarakat memaksa UKM ini untuk mengubah cara pemasaran. Cara luring dengan kemasan produk yang sederhana tidak dapat dipertahankan. Kegiatan PKM ini dilakukan untuk membantu UKM binaan agar dapat bertahan sekaligus melakukan inovasi pengembangan produk. Kemasan produk yang menarik dapat dimanfaatkan untuk aktivitas pemasaran daring, yang  diperkirakan akan semakin intens pemanfaatannya sekalipun pandemi telah berakhir.     Kata Kunci: Kemasan Produk, UKM, Pemasaran     ABSTRACT The economic crisis triggered by the spread of the SARS-Cov2 virus has yet to be controlled. This condition has created many problems for SME entrepreneurs in Indonesia. The weakening of consumer purchasing power followed by changes in public consumption patterns has created a number of problems. The culinary sector is one of the hardest hit. The tempoyak stick business, which was the creation of a housewife in Jambi who wanted to create a typical Jambi snack, also felt the impact. The reduced number of tourist visits to Jambi and restrictions on community activities forced these SMEs to change their marketing methods. The simple way of offline with product packaging is untenable. This community service activity is carried out to help fostered SMEs to survive while at the same time making product development innovations. Attractive product packaging can be used for online marketing activities, which are expected to be more intense even though the pandemic has ended.   Keywords: Product Packaging, SME, Marketing.

scholarly journals Women in Micro and Small Business Enterprises and their Financial Cruxes in Ethiopia: A Case Study of Mettu Town

2021 ◽  
Vol 5 (1) ◽  
pp. 98-115
Author(s):  
S.N. Singh
Keyword(s):  
Small Business ◽  
Service Sector ◽  
Primary Sources ◽  
Small Enterprises ◽  
Secondary Sources ◽  
Participation Of Women ◽  
Education Of Women ◽  
Business Enterprises ◽  
Growing Economy

Ethiopia is fast growing economy among countries in the continent of Africa and the participation of skilled women in the small business enterprises has become interesting for the analysis come across. The role of education of women is the crucial one, especially for third world countries like Ethiopia. Thus, the main purpose of this study is to investigate the participation of skilled women in Micro & Small Enterprises in case of Mettu town. This study has attempted to portray participation of educated women in Micro and Small Enterprises in the study area. To conduct this study, the data has been collected from both primary and secondary sources. The primary sources of data obtained through structured questionnaire, interviews and observations however the secondary sources of data are books, journals and different written documents of government as well as NGOs. Descriptive method of statistics has been used to analyze the data. The findings of the study reveal that despite of financial crunches the participation of women particularly skilled in MSEs gradually increasing over the period of time in town. Educated women are more likely preferring service sector followed by trade sector in the study area.

scholarly journals OPTIMALISASI PERANAN PEMBINAAN MANAJEMEN KOPERASI DALAM MENINGKATKAN KINERJA KOPERASI DI KABUPATEN SUMEDANG

2020 ◽  
Vol 7 (2) ◽  
pp. 77-86
Author(s):  
Ila Karmila ◽  
Dede Jajang Suyaman ◽  
Odang Kusmayadi
Keyword(s):  
Small Business ◽  
Local Governments ◽  
Budget Management ◽  
Cooperative Management ◽  
Material Management ◽  
Health Officer ◽  
Strategic Role ◽  
Medium Enterprises

The essence of the problem in this research is still not optimal implementation of cooperative management by cooperatives located in Sumedang District, many cooperatives who do not report to the Department of Cooperatives, small business, medium enterprises, trade and industry Sumedang. The purpose of this research is to know the role of coaching management cooperative by the Department of Cooperatives, Small business, intermediate, trade and industry Sumedang district. The method used in this research is a qualitative method of research by examining the three cooperatives that were used as samples in this study, namely the Indonesian Employee Cooperative Cooperative Health Officer Sumedang, employee cooperative PT. PLN (Persero) Sumedang, and BMT Al Amanah Sumedang. The result of this research is that the Department of Cooperative Department of Cooperatives, small business, medium enterprises, trade, Sumedang District has a strategic role in improving the quality of cooperatives in Sumedang district through the implementation of a better cooperative management system so that cooperatives in the cooperative performance in the district can be said quality, but still there are various barriers, namely the low cooperative resource , and the unavailability of information containers to accelerate the reporting and development of cooperative material management. Recommendation of the results of this research is necessary to the role of local governments in the increase in the development budget management cooperative, provision of adequate facilities and infrastructures, improvement of the quality of human resources cooperative cooperatives through education programs and level training, and improvement of the supervision of cooperatives by the Department of Cooperatives, small business, medium enterprises, trade industry Sumedang District.

scholarly journals Marketing Development Strategies in the Medical Field

2021 ◽  
pp. 85-94
Author(s):  
Manana Maghradze ◽  
◽  
Ketevan Kutateladze ◽  
Ketevan Burduladze ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Insurance Companies ◽  
Medical Services ◽  
Role Of The State ◽  
Medical Institutions ◽  
Medical Facilities ◽  
Marketing Activities ◽  
State Subsidies

The reduction of state subsidies, the control of expenditures by insurance companies, the introduction of ethical standards in medicine by health care institutions have increased the demand for additional investment. One of the important factors for increasing the competitiveness of private medical institutions and the sustainability of its activities is the formation of a marketing complex. In order to popularize the services of medical institutions, the main tools of the marketing communication system are used: advertising, public relations and so-called Synthetic means. Medical marketing cannot be considered as just developing good services and delivering it to customers. Medical facilities should also establish close links with existing and future clients. Marketing activities should ensure the creation of new medical services and the development of existing medical services. It is important to increase the role of the state in regulating the medical market in order to promote healthy competition among suppliers and the unwavering improvement of the quality of medical services.

scholarly journals PROVISION OF MATURITY OF PROJECT MANAGEMENT: METHODICAL APPROACHES AND PRACTICAL IMPLEMENTATION

2020 ◽  
pp. 22-37
Author(s):  
Lyudmila Batenko ◽  
Anastasia Liezina ◽  
Victoria Moskaliuk
Keyword(s):  
Project Management ◽  
Small Business ◽  
Small Businesses ◽  
Practical Implementation ◽  
Management Tools ◽  
Theoretical Approaches ◽  
Business Enterprises ◽  
Operational Activities ◽  
Professional Project

Introduction. In recent years, there has been a rethinking of the role of project management in the domestic business in ensuring effective implementation of strategic development plans for companies, ensuring their market success in the face of increasing competition, effective management of the current activities of firms that are project-oriented. This means that, regardless of the specifics of the activity, all companies implement various projects. However, they can be divided into process- and project-oriented. Regardless of which of these two groups the enterprise belongs, there is a need to use project management tools – either in the context of operational activities for the project-oriented business, or for the implementation of various projects in traditional manufacturing or service companies. Accordingly, there is a need to assess the maturity level of project management in order to identify ways for its further development and improvement. Insufficient attention and awareness of the importance of professional project management are typical of Ukrainian small business enterprises. In the course of their business activities, these entities often work in project-oriented industries on the one hand, and remain quite ignorant about the implementation and development of project management on the other. Their weaknesses are the lack or low quality of application of its methods and tools, ignoring modern developments and innovations in the field of management. Purpose. To substantiate the author's model of maturity of project management and to determine its effectiveness for domestic small business enterprises. Method (methodology). The methods of scientific generalization were used in substantiation of theoretical approaches of maturity models; methods of general scientific abstraction, induction and deduction – when developing an authoritative model of project management maturity; analysis and synthesis – to implement the author's model in the practical activity of enterprises. Results. The scientific results of the work include the author's model, which allows to establish the level of development of the enterprise in the implementation of the project activity. It has been empirically proven that the proposed model is based on the assessment of project management by 24 qualitative indicators and aims to determine one of three levels of maturity: the initial level, the level of formation and the level of sustainable development; contributes to improving the quality of project implementation for small businesses.

scholarly journals MARKETING INTERNET TECHNOLOGIES IN SMALL BUSINESS: MODERN REALITIES AND APPROACHES TO RESEARCH

2020 ◽  
Vol 30 (4) ◽  
pp. 512-519
Author(s):  
V.S. Starostin ◽  
I.Yu. Okolnishnikova
Keyword(s):  
Machine Learning ◽  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
Big Data Analysis ◽  
Small Enterprises ◽  
Internet Technologies ◽  
Online Trading ◽  
Marketing Activities ◽  
Marketing Methods

The article is devoted to identifying promising areas of research in marketing Internet technologies in the field of small business. The digital component is increasingly being integrated into classic marketing processes and practices; the modern consumer is constantly “online’. Along with large and medium-sized enterprises, small enterprises apply and adapt Internet marketing approaches for successful activities in the selected market. The article considers approaches to adapting the marketing processes of small enterprises to activities in the digital economy based on Internet marketing technologies. The article pays attention to such areas as restrictions on the activities of small businesses, the integration of Internet marketing methods, and touches on the development of aggregator websites and online trading sites based on machine learning and big data analysis. The article analyzes static research on the specifics of the formation and cost recovery of Internet marketing activities of small businesses. It is concluded that the aggregate issuance of online trading platforms provides small businesses with an alternative to the complete adoption of marketing risks in the form of gaining access to the target audience upon the completion of the required target actions (claims, sales et al.). A visual table of promising areas of marketing Internet technologies research in the small business has been compiled.

scholarly journals E-COMMERCE SEBAGAI STRATEGI PEMASARAN USAHA KECIL DAN MENENGAH DALAM MENINGKATKAN KEUNGGULAN BERSAING PADA LEVEL MARKETING ASEAN

IQTISHODUNA ◽  
2016 ◽  
Vol 1 (1) ◽  
pp. 30-35
Author(s):  
Mohammad Hamim Sultoni
Keyword(s):  
Significant Role ◽  
Field Observation ◽  
Research Method ◽  
Economic Community ◽  
Market Shares ◽  
Asean Economic Community ◽  
Marketing Information

Facing ASEAN Economic Community 2015, SMEs in Indonesia should have competence andcompetitive advantage as the key to face competition for trading in ASEAN levels. The competitivenessexpected is including quality of the product aspect, access for information of marketing and resources.Because of that, this research has a goal to know the role of E-Commerce with a case study of SMEs in MalangCity. Research Method used is field observation in some SMEs that have implemented E-Commerce as MarketingStrategy. Results of the research indicate that the significant role of E-Commerce to the improvement of marketaccess of SMEs in Malang. The biggest influence is on improvement sales of products and the expansion ofnew market shares. In the future, this research is expected to be an overview of the importance utilization of Ecommerce.The lack of knowledge of E-commerce strategy and access for marketing information for SMEs inIndonesia became one of the problems that must be resolved in facing AEC 2015.

scholarly journals The Role of Social Commerce in the Development of Small Business in Russia

2021 ◽  
Vol 7 (1) ◽  
pp. 350-356
Author(s):  
M. Simakina
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
Small Enterprises ◽  
Social Commerce ◽  
Factors Influencing ◽  
Marketing Activities ◽  
The Many ◽  
Definition Of

The article examines the features of marketing activities of Russian small enterprises. Special attention is paid to the use of low-budget and Internet marketing tools by small businesses, as well as the role of small businesses in the development of the e-economy. Among the many e-commerce tools, a tool called “social commerce” stands out. The definition of this phenomenon is given, the conditions and principles of its implementation, the factors influencing its development are described. On the example of Russian small enterprises, the features of the use of social commerce in modern conditions are determined.

scholarly journals PEMASARAN MELALUI MEDIA ONLINE DI MASA PANDEMI PADA USAHA DAGANG PELUMAS DI BEKASI

2021 ◽  
pp. 1005
Author(s):  
Herman Ruslim
Keyword(s):  
Community Service ◽  
Marketing Channel ◽  
Online Marketing ◽  
The Internet ◽  
Online Purchases ◽  
Digital Era ◽  
Service Activity ◽  
Marketing Activities ◽  
Marketing Information ◽  
The Right

For many businesses, choosing the right marketing channel is not easy. This is because marketing will have a major impact on business development. Therefore, it must be done as best as possible. In the world of the digital era like now, the internet is the center of many people's activities, online marketing is predicted to be the most effective method. Online marketing is considered capable of expanding its business marketing wings optimally at a much lower cost than offline. Online marketing or often referred to as digital marketing is defined as a marketing strategy that utilizes the internet. Marketing activities to get consumers' attention by utilizing sales through social media, websites and emails.This PKM program is in the form of online marketing information on the lubricant trading business in Bekasi, where this business has experienced a decline in sales due to the pandemic. The purpose of this community service activity is to provide input to this business to start the concept of online marketing in order to fulfill customer desires, namely transacting through online purchases. Through the right online marketing, it can ultimately increase sales and even win the competition. Tarumanagara University as an entrepreneur campus that helps provide funds for the implementation of this community service activity.Bagi banyak bisnis, memilih jalur pemasaran yang sesuai bukanlah hal yang mudah. Hal ini karena pemasaran akan  berpengaruh besar terhadap perkembangan bisnis. Oleh karena itu, harus dilakukan sebaik mungkin. Di dunia era digital seperti sekarang, internet menjadi pusat kegiatan banyak orang, pemasaran online digadang-gadang menjadi metode paling efektif. Pemasaran online dianggap mampu melebarkan sayap pemasaran bisnis secara optimal dengan biaya yang jauh lebih ringan dibandingkan secara offline. Pemasaran online atau sering disebut sebagai pemasaran digital diartikan sebagai strategi pemasaran yang memanfaatkan internet. Kegiatan pemasaran untuk mendapatkan perhatian konsumen dengan memanfaatkan penjualan melalui media sosial, website dan email. Program PKM ini berupa informasi pemasaran online pada usaha dagang pelumas di Bekasi, dimana usaha ini mengalami dampak penurunan penjualan karena pandemi. Tujuan kegiatan pengabdian kepada masyarakat ini dapat memberikan masukan kepada usaha ini untuk memulai konsep pemasaran secara online agar dapat memenuhi  keinginan pelanggan, yaitu bertransaksi melalui pembelian secara online. Melalui pemasaran online yang tepat maka pada akhirnya dapat meningkatkan penjualan bahkan memenangi persaingan. Universitas Tarumanagara sebagai kampus entrepreneur yang membantu penyediaan dana demi terselenggaranya kegiatan pengabdian masyarakat ini.

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