Strategic Marketing: Betas, Boxes, Or Basics

1981 ◽  
Vol 45 (3) ◽  
pp. 173-182 ◽  
Author(s):  
Robin Wensley
Keyword(s):  
Resource Allocation ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Strategic Marketing ◽  
Sustainable Competitive Advantage ◽  
Specific Cost ◽  
Allocation Problems

This paper is critical of both the financial and marketing approaches to resource allocation problems within the multiproduct, multimarket firm. It is suggested that the financial approach is helpful on the issue of shareholder risk but that the marketing strategy approaches, using box classifications, are ill defined and based on dubious empirical assumptions. Neither approach is the key to identifying sustainable competitive advantage. More emphasis is required on project based assessment of such factors as imitability, flexibility, and positional advantages, as well as specific cost effects.

Patterns of Competition: A Study of Local Restaurants

1990 ◽  
Vol 8 (1) ◽  
pp. 27-33 ◽  
Author(s):  
Susan Auty ◽  
Geoff Easton
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Sustainable Competitive Advantage ◽  
Marketing Concept ◽  
Marketing Decision ◽  
The Subject ◽  
The Trinity ◽  
Current Popularity

Competitors come a very poor second to consumers as the focuses for studies carried out by marketing academics. Since the marketing concept is so much at the heart of what many academics think marketing is all about this should surprise no one. However, the emergence of the subject of marketing strategy with its concern over sustainable competitive advantage and the current popularity of competitiveness, however defined, as an adjunct or complement to marketing studies suggest that competitors and competition may be about to become a fashionable area for study. And not before time. The trinity of company, consumer and competitor, however stark as a framework, represents the minimum knowledge anyone would require before taking a major marketing decision.

scholarly journals Strategi Optimalisasi Media Sosial Melalui Konten Humor dalam Peningkatan Penjualan Produk UMKM Di Tengah Pandemi Covid-19 (Studi Kasus Pada Toko Sikece)

2021 ◽  
Vol 4 (2) ◽  
pp. 183
Author(s):  
Recha Noorridha Fachmy ◽  
Cecep Syafa’atul Barkah ◽  
Tetty Herawaty ◽  
Lina Aulina
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Research Method ◽  
Sustainable Competitive Advantage ◽  
Promotion Strategy ◽  
Internal Resources ◽  
Descriptive Research ◽  
Table Analysis ◽  
Qualitative Descriptive ◽  
Proper Strategy

AbstrakPenelitian ini bertujuan untuk mengetahui strategi yang dapat diaplikasikan pada UMKM Toko Sikece dan untuk menyusun strategi pemasaran pada UMKM Toko Sikece dengan menggunakan metode penelitian kualitatif deskriptif. Data yang diperoleh diolah dengan menggunakan Internal Resources Based, Sustainable Competitive Advantage (SCA), framework Value Rarity Imitability Organization (VRIO) dan tabel Threats Opportunities Weaknesses Strengths (TOWS). Hasil penelitian menunjukan bahwa strategi yang tepat untuk penetration share yaitu dengan meningkatkan penjualan dengan strategi promosi. Hasil penelitian ini diharapkan dapat meningkatkan penjulan pada toko sikece.   Kata kunci: strategi promosi, penjualan, penetration share, internal based resourcesAbstractThis study aims to find out the strategy applied to UMKM Toko Sikece and to compile UMKM Toko Sikece marketing strategy with qualitative descriptive research method. The collected data processed with Internal Resources Based, Sustainable Competitive Advantage (SCA) framework Value Rarity Imitability Organization (VRIO) and table analysis Threats Opportunities Weaknesses Strengths (TOWS). The result of study indicate that proper strategy for penetration share is increasing sales and promotion strategy. The result of this study expected to increase sales on Toko Sikece. Keywords: promotion strategy, sales, penetration share, internal based resources.  

scholarly journals Using Sustainable Competitive Advantages to Measure Technological Opportunities

2013 ◽  
Vol 4 (3) ◽  
pp. 55-64 ◽  
Author(s):  
Josu Takala ◽  
Matti Muhos ◽  
Sara Tilabi ◽  
Mehmet Serif Tas ◽  
Bingli Yan
Keyword(s):  
Resource Allocation ◽  
Competitive Advantage ◽  
Critical Factor ◽  
Medium Size ◽  
Competitive Advantages ◽  
Sustainable Competitive Advantage ◽  
Risk Levels ◽  
Sustainable Competitive Advantages ◽  
Technological Opportunities

Abstract The goal of this paper is to help small and medium size enterprises (SMEs) to find operative competitive advantage. This paper introduces a new method which applies critical factor analysis, risk and opportunities analysis to measure and propose resource allocation for companies in couple of next years. this research shows Knowledge/Technology (K/T) Calculation effect on (Balanced) Critical Factor Index (CFIs) depending on the proportions allocated among the different technological levels (Basic, Core or Spearhead) for each attribute separately. Moreover it helps firms to take balance in resource allocation for each attribute in changing environments on the basis of different level of technology. This paper presents the ’first in the world’ case study on operative sustainable competitive advantage and corresponding risk levels by taking into account technology and knowledge effects for 7 SME companies

Ballarpur Industries Ltd: aligning marketing strategy in a turbulent environment

2011 ◽  
Vol 1 (3) ◽  
pp. 1-19
Author(s):  
Joffi Thomas ◽  
Ashok Pratap Arora ◽  
Rajen K. Gupta
Keyword(s):  
Emerging Markets ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Business Strategy ◽  
Emerging Market ◽  
Paper Industry ◽  
Sustainable Competitive Advantage ◽  
Content Type ◽  
Local Companies ◽  
The Impact

Subject area Transforming a production-oriented firm into a marketing-oriented firm; aligning marketing strategy of local companies in globalizing emerging markets; creating sustainable competitive advantage. Student level/applicability Post graduate management courses in marketing management, strategic marketing, international marketing, business strategy. Case overview This case is about how the leader in the Indian paper industry, Ballarpur Industries Ltd (BILT), is proactively transforming a production-oriented firm to a marketing-oriented firm to compete in the globalizing emerging market scenario, in the wake of economic liberalisation. It requires the participants to evaluate the impact of marketing initiatives made, and align BILT's marketing strategy to leverage it's strengths and help create sustainable competitive advantage. Expected learning outcomes To understand the need for local companies in emerging markets to proactively align marketing strategy to build competitive advantage in the globalizing industry. Supplementary materials Teaching notes.

scholarly journals ANALISIS SUMBER DAYA INTERNAL GUNA MEMBANGUN STRATEGI PEMASARAN UNTUK MENINGKATKAN MINAT BELI

2021 ◽  
Vol 7 (2) ◽  
pp. 171-188
Author(s):  
Rizka Adinda ◽  
Cecep Safa'atul Barkah ◽  
Tetty Herawaty ◽  
Lina Auliana
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Sampling Technique ◽  
Primary Data ◽  
Sustainable Competitive Advantage ◽  
Purposive Sampling ◽  
Internal Resources ◽  
Event Marketing ◽  
The Right ◽  
Depth Interviews

ABSTRAKTujuan penelitian ini adalah untuk menganalisis faktor yang mempengaruhi minat beli konsumen Brekele Chips dan mengusulkan strategi pemasaran yang tepat untuk dapat Brekele Chips terapkan guna meningkatkan minat beli konsumennya. Penelitian ini menggunakan metode kuantitatif dan kualitatif deskriptif. Sampel pada penelitian ini berjumlah 123 penduduk Jawa Barat pada kelompok usia remaja yang diperoleh melalui teknik purposive sampling. Jenis data yang digunakan yaitu data primer yang diperoleh dari wawancara mendalam dengan Brekele Chips dan penyebaran kuesioner ke sampel penelitian. Metode analisis data menggunakan analisis internal based resources, analisis valuable, rare, costly to imitate, dan non-substitutable, analisis sustainable competitive advantage, dan analisis strengths, weakness, opportunities, dan threats. Berdasarkan analisis sumber daya internal yang dimiliki, hasil menunjukkan bahwa Brekele Chips dapat menerapkan suatu strategi pemasaran untuk meningkatkan minat beli konsumennya melalui pengadaan event marketing creative challenge. ABSTRACTThe purpose of this study is to analyze the factors that influence the buying interest of Brekele Chips consumers and propose the right marketing strategy to be able to apply Brekele Chips to increase consumer buying interest. This research uses descriptive quantitative and qualitative methods. The sample in this study amounted to 123 residents of West Java in the adolescent age group obtained through purposive sampling technique. The type of data used is primary data obtained from in-depth interviews with Brekele Chips and distributing questionnaires to the research sample. The data analysis method uses internal based resources analysis, valuable, rare, costly to imitate, and non-substitutable analysis, analysis of sustainable competitive advantage, and analysis of strengths, weaknesses, opportunities, and threats. Based on the analysis of its internal resources, the results show that Brekele Chips can implement a marketing strategy to increase consumer buying interest through the provision of creative challenge marketing events.

scholarly journals Analyzing Sustainable Competitive Advantage: Strategically Managing Resource Allocations to Achieve Operational Competitiveness

2015 ◽  
Vol 6 (4) ◽  
pp. 70-86 ◽  
Author(s):  
Nurul Aida Abdul Malek ◽  
Khuram Shahzad ◽  
Josu Takala ◽  
Stefan Bojnec ◽  
Drago Papler ◽  
...  
Keyword(s):  
Resource Allocation ◽  
Competitive Advantage ◽  
Business Environment ◽  
Dynamic Decision Making ◽  
Analytical Models ◽  
Business Strategies ◽  
Sustainable Competitive Advantage ◽  
Manufacturing Strategy ◽  
Competitive Priorities ◽  
Business Operations

Abstract In today’s dynamic business environment, a key challenge for all companies is to make adaptive adjustments to their manufacturing strategy. This study demonstrates the competitive priorities of manufacturing strategy in hydro-power case company to evaluate the level of sustainable competitive advantage and also to further analyze how business strategies are aligned with manufacturing strategies. This research is based on new holistic analytical evaluation of manufacturing strategy index, sense and respond, and sustainable competitive advantage models. These models help to describe, evaluate, and optimize resource allocation to meet the performance requirements in dynamic decision making. Furthermore, these models evaluate operational competitiveness for manufacturing strategies according to the multi-criteria priority. The results show that the adjustments of competitive priorities in manufacturing strategies by implementing the proposed holistic analytical models are helpful in strategically managing business operations. The discussion derives the most critical attributes in business operations while alignment of resource allocation with competitive priorities help to strategically focus those attributes. In conclusion, we argue that resource allocation and manufacturing strategies have become the most important capabilities in a business environment where companies focus to get a sustainable competitive advantage.

FUZZY GROUP DECISION MAKING IN PURSUIT OF A COMPETITIVE MARKETING STRATEGY

2010 ◽  
Vol 09 (02) ◽  
pp. 281-300 ◽  
Author(s):  
CHIN-TSAI LIN ◽  
CHUAN LEE ◽  
CHENG-SHIUNG WU
Keyword(s):  
Decision Making ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Multiple Criteria Decision Making ◽  
Evaluation Framework ◽  
Sustainable Competitive Advantage ◽  
Critical Function ◽  
Resources And Capabilities ◽  
Competitive Marketing Strategy ◽  
Fuzzy Group Decision Making

To determine marketing strategy may well be the most critical function of management. The pursuit of competitive advantage always requires much deliberate thought and discussion. The current study attempts to develop a marketing strategy evaluation framework based on the resource-based view (RBV) of the firm to competitive advantage. It tries to identify the most important marketing-specific resources and capabilities using a multiple criteria decision making (MCDM) method. This study employs the fuzzy analytic hierarchy process (AHP) method as an analytical tool to determine a unique competitive marketing strategy for a small tourism venture such as a privately owned hotel. The findings indicate that the differentiation strategy is the best competitive marketing strategy for allocating specific and limited resources and capabilities toward sustainable competitive advantage.

scholarly journals Inter-organizational ties and total customer solution strategic positioning from Delta model: a research about dyad supplier-client on B2B

2008 ◽  
Vol 9 (7) ◽  
pp. 163-187 ◽  
Author(s):  
Mateus Tavares da Silva Cozer ◽  
Geraldo Luciano Toledo ◽  
Cláudia Szafir-Goldstein
Keyword(s):  
Public Relations ◽  
Competitive Advantage ◽  
Empirical Support ◽  
Point Of View ◽  
Strategic Marketing ◽  
Sustainable Competitive Advantage ◽  
Strategic Positioning ◽  
Organizational Ties ◽  
Strategic Management Process ◽  
Delta Model

The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this paper aims to analyze the links between a firm's competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on two theoretical subjects: competitive positioning and strategic marketing. Finally the results of an empiric research on a public relations company are presented. The study's contribution is providing empirical support for the Delta Model.

scholarly journals Resource Optimization for Sustainable Competitive Advantage in Residential Project Development

2019 ◽  
pp. 185-212
Author(s):  
Klaus-Erik Heimonen ◽  
Josu A. Takala
Keyword(s):  
Resource Allocation ◽  
Competitive Advantage ◽  
Resource Optimization ◽  
Competitive Advantages ◽  
Sustainable Competitive Advantage ◽  
Project Development ◽  
Operative Strategy ◽  
The Right ◽  
Sustainable Competitive Advantages ◽  
A Company

In today's highly competitive and fast paced world, it is important for a company to have a balanced strategy which is unified and precisely executed to gain a sustainable competitive advantage in order to outperform its rivals. The freedom of action of a company is limited to satisfying the needs of those entities outside the firm that give the resources it requires in order to survive and to be successful. The purpose of this research is to define and assess the resource optimization for sustainable competitive advantages and the direction of development, and potential improvements in a case company's Southern Finland residential project development division. The analysis of operational competitiveness focuses on detecting the right operational strategy and resource allocation by exploiting seven different kinds of methods and tools. The current operational model and resource allocation supports the operative strategy well in the case company and those resources which seem to be not optimally positioned are heading in the right direction.

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