Agricultural Marketing Strategy and Pricing Policy

The strengthening of the role of an effective organization of marketing management for agricultural engineering enterprises in Ukraine is due to an increase in competitive pressure from domestic and foreign producers who offer functional analogues, as well as from importers of used equipment, a decrease in the capacity of the domestic market due to the crisis in economy and the loss of control over a part of occupied territories of Ukraine. Analysis of the peculiarities of organizing marketing activities on the example of one of the largest enterprises of agricultural engineering in Ukraine, CJSC “Umanfermmash”, showed that on the domestic market it mainly focuses on small and medium-sized agricultural enterprises, farms, private entrepreneurs providing services of the processing of land plots to the population, and its product and pricing policy in the current marketing strategy corresponds to the described group of potential buyers, which indicates the feasibility of its application in the future. The conducted research revealed a number of problems in the organization of marketing activities of CJSC “Umanfermmash”: low quality of feedback from end users, especially foreign ones, in the context of bringing product characteristics to their needs; insufficient presentation of information about various aspects of the company's activities on its website; narrowing of cooperation with distributors, which negatively affected the effectiveness of sales activities; insufficient attention to quality improvement, which sometimes deteriorates due to the use of cheaper raw materials and materials. Improving the organization of CJSC “Umanfermmash” marketing activities management initially requires adjusting the existing marketing strategy, which should be differentiated. So, for the foreign market, it should be based on an attacking concept, and for the domestic market it should be realized as supportive marketing. In the first case, there should be an active, aggressive position of the company in the market, which is aimed at gaining and expanding the market share, and in the second, – it involves maintaining the level of demand in the market that is optimal for the enterprise

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Web-service promotion of SaaS service for mining design

Innovative Marketing ◽

10.21511/im.17(4).2021.05 ◽

2021 ◽

Vol 17 (4) ◽

pp. 49-61

Author(s):

Venera Zarubina ◽

Mikhail Zarubin ◽

Olga Andreeva ◽

Darkhan Akhmetov ◽

Ekaterina Gutnova

Keyword(s):

Marketing Strategy ◽

Web Service ◽

Cloud Service ◽

Planning Horizon ◽

Payback Period ◽

Third Party ◽

Pricing Model ◽

Pricing Policy ◽

Software Market ◽

Modern Development

The market of software for automating the processes of mining enterprises is represented by foreign solutions, which increases the dependence of Kazakhstani enterprises on third-party developers. The marketing strategy for promoting the domestic software product focus on conquering the market segment and increasing competitiveness.The study aims to develop a marketing strategy for promoting the national cloud service “3D-quarry” as a SaaS, taking into account the modern development of Kazakhstan and the globalization of the world’s economy. When writing the matrix of strategic analysis, an analysis of pricing models was used. The possibility of using various measures to promote the service was assessed. A marketing strategy for promoting software for subsoil use is proposed, including tactics of online and offline marketing. The choice of a pricing model for a SaaS product for specialized universities and small design organizations is substantiated. Within the SaaS framework, a set of indicators for evaluating the effectiveness of a marketing strategy is proposed. A comparative analysis of the payback period of the project when using different tariff plans is carried out. Planning horizon – 3 years, planned market share – 5%, conversion rate – 1%, expected payback period – 4.4 years.The developed pricing policy allows obtaining competitive advantages in comparison with the main representatives of the software market: in the segment of small design organizations – at the expense of an acceptable price, in the segment of educational institutions – at the expense of the freemium pricing model. Acknowledgment The study was carried out within the framework of the grant of the Ministry of Education and Science of the Republic of Kazakhstan on the topic IRN AP09561619 “Development of the core of the web service “3D-quarry”.

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ECONOMIC ASSESSMENT OF THE MARKETING STRATEGY OF MUNICIPAL TRANSPORT

HERALD of Khmelnytskyi national university ◽

10.31891/2307-5740-2020-288-6-37 ◽

2020 ◽

Vol 288 (6) ◽

pp. 221-229

Author(s):

V. CHERNII ◽

Keyword(s):

Marketing Strategy ◽

Economic Assessment ◽

Marketing Strategies ◽

Point Of View ◽

Necessary Condition ◽

Successful Operation ◽

Pricing Policy ◽

Business Course ◽

Environmental Relations ◽

The Impact

Increasing globalization is leading to increased competition among businesses, which need to pay more attention to the needs of markets and customers. From the point of view of efficiency of activity of the enterprise it means increase of a role of marketing strategies of the enterprise. Despite the fact that the company is the main economic unit of the country, the problems of enterprise marketing are not given due attention both from a theoretical and practical point of view. The main conclusion based on the results of the analysis of publications is that the issues of the impact of economic analysis and evaluation of the effectiveness of marketing strategy in municipal transport enterprises are absent. The purpose of the article is to analyze the existing tools for conducting an economic assessment of the marketing strategy implemented at municipal transport enterprises. Quantifying the effectiveness of a system requires that it be described by a set of criteria. The choice of criteria is not a trivial task, because the system of a marketing enterprise is multifaceted. All these aspects should be turned into criteria. To do this, the system should be classified, ie grouped by their common features. Analysis of the literature on the problem shows that there are a large number of different classifications. This variation can be explained by the fact that the classification uses different characteristics of the system, such as the nature of the system, its management, the type of relationships between components, general characteristics of the system, relationship with the goal, complexity, variability, implementation, environmental relations, mathematical models used to describe the system, physical and other characteristics, level of organization, etc. Implementation of an effective marketing policy of municipal transport enterprises is a necessary condition for their successful operation, regardless of the size of the business. Carefully designed marketing strategies not only optimize the process of updating services, pricing policy, but also determine the business course of the enterprise. Ukrainian enterprises are actively implementing marketing technologies, although there are a number of difficulties for municipal transport enterprises that hinder this process.

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Sustainable marketing strategy under globalization: a comparison between p-KIBS and t-KIBS sectors

SHS Web of Conferences ◽

10.1051/shsconf/20207401003 ◽

2020 ◽

Vol 74 ◽

pp. 01003

Author(s):

Veronika Bumberova ◽

Lucie Kanovska

Keyword(s):

Marketing Strategy ◽

Empirical Evidence ◽

Service Industry ◽

The European Union ◽

Business Services ◽

Firm Level ◽

Pricing Policy ◽

Level Data ◽

Sustainable Marketing ◽

Knowledge Intensive

The recognition of the relevance of knowledge-intensive business services (KIBS) is becoming especially acute in the European Union and even more important for many emerging economies. The objective of this paper is to explore what are the differences in marketing strategy to sustain the competitiveness of KIBS in the local and global markets in the last five years. In addition, this research compares what are the differences between the technology-based (t-KIBS) and professional-based (p-KIBS) business services. The empirical evidence is based on quantitative and firm-level data gathered through an email questionnaire which yielded 128 qualified responses from the small enterprises in Czech Republic. The analysis is based on descriptive statistics and non-parametric tests to compare the differences between the two groups of enterprises. The empirical evidence displays a diversity between t-KIBS and p-KIBS in usage of marketing policy such as pricing policy, brand or company presentation as well as the markets they operate on in the last five years. The research contributions of this study are twofold. First, the results have implications for managers involved in business development of service industry and second, results could be useful for government efforts to support the development (export) activities of KIBS as a heterogeneous category.

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Status of Price Variations of Fish, Livestock and Poultry Products: A Case Study in Gazipur District of Bangladesh

Annals of Bangladesh Agriculture ◽

10.3329/aba.v24i1.51939 ◽

2021 ◽

Vol 24 (1) ◽

pp. 99-112

Author(s):

MT Parvin ◽

MR Amin ◽

DC Acharjee ◽

GMM Alam

Keyword(s):

Price Change ◽

Silver Carp ◽

Secondary Data ◽

Indigenous Chicken ◽

Pricing Policy ◽

Agricultural Marketing ◽

Poultry Products ◽

Retail Prices ◽

The Government ◽

Short Term Forecasting

This study examined the pattern of price variations of major fish, livestock and poultry products in Gazipur district of Bangladesh. The secondary data on the average wholesale and retail prices of ten important commodities for a period of six years (June 2014 to June 2019) were collected from the Department of Agricultural Marketing (DAM) under the Ministry of Agriculture of the Government. The averages were calculated from a total of 1900 wholesalers and 2450 retailers in Gazipur district. Polynomial trend model was used to understand the nature of changes in the prices of the selected commodities and to make short-term forecasting. The model revealed a different pattern of price change for different commodities in both wholesale and retail markets. In case of mutton, egg (chicken), egg (duck), beef, and silver carp fish, it was highly upward sloping which indicates that price of these commodities will increase at an increasing rate in the upcoming years. A moderately increasing rate of price change was observed for katla fish in both the markets while for broiler, indigenous chicken and rohu fish, it was found a downward sloping. On the contrary, the projection indicates that the price of tilapia fish would remain stable in the near future. Such a scenario suggest that market monitoring system should be strengthened by the government to control the extreme increase or decrease in prices so that none of the stakeholders would be the gainer nor looser from the pricing policy in Bangladesh. Ann. Bangladesh Agric. (2020) 24(1) : 99-112

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MARKETING STRATEGY TO INCREASE SALES VOLUME

Jurnal Ilmiah Teunuleh ◽

10.51612/teunuleh.v2i2.49 ◽

2021 ◽

Vol 2 (2) ◽

pp. 321-328

Author(s):

Tarmizi Tarmizi

Keyword(s):

Marketing Strategy ◽

Marketing Mix ◽

Marketing Strategies ◽

Sales Volume ◽

Pricing Policy ◽

Islamic Perspective ◽

Marketing Activities ◽

A Company ◽

Strategy Marketing

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

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