Marketing Strategy and Differential Advantage

1983 ◽  
Vol 47 (2) ◽  
pp. 68-75 ◽  
Author(s):  
Victor J. Cook
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Marketing Mix ◽  
Portfolio Analysis ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
New Paradigm ◽  
Methods Of Analysis ◽  
Theoretical Function ◽  
Strategic Force

Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.

“Marketing Strategy and Differential Advantage”: A Comment

1985 ◽  
Vol 49 (2) ◽  
pp. 129-136
Author(s):  
Amitava Chattopadhyay ◽  
Prakash Nedungadi ◽  
Dipankar Chakravarti
Keyword(s):  
Marketing Strategy ◽  
Market Performance ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Performance Goals ◽  
New Paradigm

This article critiques the “new paradigm of marketing strategies” proposed by Cook (JM, Spring 1983). It is shown that his formulation of the strategic marketing ambition and differential advantage concepts does not provide general or actionable links between a firm's market performance goals and its marketing mix decisions. The consequent limitations of Cook's framework are discussed, and alternative formulations that may overcome these limitations are suggested.

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

scholarly journals ДОСВІД РЕАЛІЗАЦІЇ МАРКЕТИНГОВОЇ СТРАТЕГІЇ В ДІЯЛЬНОСТІ ПІДПРИЄМСТВ АПК

2012 ◽  
pp. 137-141
Author(s):  
Н. Н. Фастівець
Keyword(s):  
Marketing Strategy ◽  
System Approach ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Research Development ◽  
Industrial Enterprises ◽  
General Line

Розглядаються теоретичні аспекти розвиткумаркетингових стратегій, їх удосконалення наоснові раціональних підходів, можливих комбінаційзастосування та досвід їх реалізації в діяльностісучасних агропромислових підприємств України.Формування маркетингової стратегії – це най-суттєвіший і найскладніший етап досліджень.Розробка стратегічних маркетингових принципівповинна ґрунтуватися на системному підході, щовідповідає дотриманню об’єктивних економічнихзаконів, передусім попиту і пропозиції та тенден-цій розвитку об’єкта планування. Маркетинговістратегії конкретизуються шляхом визначенняпринципів поведінки всіх учасників ринку тавстановлення генеральної лінії діяльностіпідприємства. The theoretical aspects of the marketing strategies development andtheir improvement on the basis of rational approaches, the possiblecombinations of implementation and experience of their realizationat modern agro-industrial enterprises in Ukraine are considered.Formation of the marketing strategy is a significant and complexstage of research. Development of strategic marketing principlesshould be based on the system approach that meets the complianceof the objective economic laws, especially the supply and demandtrends, and the object of planning. Marketing strategies arespecified by defining the principles of behavior of all marketparticipants and the establishment of the general line of thecompany.

scholarly journals KAJIAN PENGEMBANGAN USAHA SIRUP MANGROVE DI DESA MARGASARI KECAMATAN LABUHAN MARINGGAI KABUPATEN LAMPUNG TIMUR

2017 ◽  
Vol 4 (1) ◽  
pp. 35
Author(s):  
Susni Herwanti
Keyword(s):  
Vitamin A ◽  
Marketing Strategy ◽  
Financial Analysis ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Pricing Strategy ◽  
Selling Price ◽  
Strategy Analysis ◽  
Promotion Strategy ◽  
The Village

Mangrove syrup is one of the featured product in the Margasari Village. This syrup is made from the flesh pidada famous sour, sweet and fresh. The content of vitamins A, B1, B2 and C is high enough so it is good for health. Although it tastes good and useful enough, but the mangrove syrup has not been widely known, especially in the province of Lampung. Therefore, this study aims to assess the feasibility of mangrove syrup business, analyze marketing strategy and then review the prospect of developing mangrove syrup business. The study was conducted in early 2016 in the village of Margasari. The selecting of the respondent was done purposively to “Cinta Bahari” group. This group is the only group that carries on mangrove syrup business. Financial analysis performed by calculating HPP, NPV, BCR, BEP and the PP while the marketing strategy analysis and prospect of mangrove syrup development is a descriptive qualitative. The results showed that mangrove syrup business financially was feasible. This was indicated by the value of HPP was Rp 4,950 per bottle, while the selling price was Rp8,000 per bottle, NPV> 0, BCR> 1, BEP was Rp 4,950, which means profitable  and PP faster than the life of the project. Furthermore, the group marketing strategies to 4 elements of the marketing mix showed that the place, product and promotion strategy needed improvement, while the pricing strategy had been carried out correctly. Based on this research, mangrove syrup business has good prospects to be developed.Sirup mangrove merupakan salah satu produk unggulan di Desa Margasari. Sirup ini terbuat dari daging buah pidada yang terkenal dengan rasa asam, manis dan segar. Kandungan vitamin A, B1, B2 dan C cukup tinggi sehingga sangat baik buat kesehatan. Meskipun rasanya enak dan manfaatnya cukup banyak, akan tetapi sirup mangrove belum banyak dikenal masyarakat luas, khususnya di Provinsi Lampung. Karena itu, penelitian ini bertujuan untuk mengkaji kelayakan usaha sirup mangrove, menganalisis strategi pemasaran sirup mangrove dan mengkaji prospek pengembangan usaha sirup mangrove. Penelitian dilakukan pada awal tahun 2016 di  Desa Margasari. Penentuan responden dilakukan secara purposive sampling terhadap kelompok cinta bahari. Kelompok ini merupakan satu-satunya kelompok yang menjalankan usaha sirup mangrove. Analisis finansial dilakukan dengan menghitung HPP, NPV, BCR, BEP dan PP sedangkan analisis strategi pemasaran dan prospek pengembangan sirup mangrove dilakukan secara deskriptif kualitatif. Hasil penelitian menunjukkan bahwa secara finansial usaha sirup mangrove layak untuk dijalankan. Hal ini ditunjukkan dengan nilai HPP sebesar Rp 4.950 per botol sedangkan harga jual sebesar Rp8.000 per botol , NPV > 0, BCR > 1, BEP sebesar  Rp 4.950 yang berarti menghasilkan keuntungan dan PP lebih cepat dari umur proyek. Selanjutnya strategi pemasaran yang dilakukan kelompok terhadap 4 unsur bauran pemasaran menunjukkan bahwa strategi tempat, produk dan promosi memerlukan perbaikan sedangkan strategi harga sudah dilakukan secara tepat. Berdasarkan hasil penelitian, usaha sirup mangrove memiliki prospek yang cukup baik untuk dikembangkan.

scholarly journals Identification of green marketing strategies: perspective of a developing country

2019 ◽  
Vol 15 (4) ◽  
pp. 42-56 ◽  
Author(s):  
Maria Hayu Agustini ◽  
Sentot Suciarto Athanasius ◽  
Berta Bekti Retnawati
Keyword(s):  
Developing Countries ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Product ◽  
Depth Interview ◽  
Green Practices ◽  
Beauty Products

Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.

A game theory approach to selecting marketing-mix strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mansour Abedian ◽  
Atefeh Amindoust ◽  
Reza Maddahi ◽  
Javid Jouzdani
Keyword(s):  
Game Theory ◽  
Nash Equilibrium ◽  
Marketing Strategy ◽  
Equilibrium Model ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Theory Approach ◽  
Market Place ◽  
Content Type ◽  
The Game Theory

PurposeAdopting efficient marketing strategies is a challenging task in a competitive market place involving complex marketing planning, techniques and mechanisms to identify the best course of action under these circumstances and finding optimal solutions or stable outcomes. Decisions and strategies of competitors in the market influence the selection of the appropriate marketing strategy. The main purpose of this paper is to develop a mathematical methodology based on the game theory approach for planning optimal marketing-mix strategies in dynamic competitive markets, taking into account strategic foresight and interaction effects.Design/methodology/approachThe game theory approach, as a decision-making tool in conflict situations, is suggested for planning and adopting optimal marketing strategy. The main intellectual attraction of the game theory is essentially a question of how to act in gaming situations against highly rational opponents A kind of static, finite and non-cooperative game analytics approach has been developed for this issue, and the proposed model has been implemented to design optimal marketing strategies for two top brands of the automotive parts market in Iran.FindingsThe findings of this study show that the optimal marketing-mix strategy for brand A is pricing and for brand B is the product strategy.Practical implicationsGame theory and the Nash equilibrium model can provide a practical approach to find and adopt the right strategy, know competitors' movements and strategies and get more profit.Originality/valueThe integration of the game theory approach into the marketing mix framework has been adopted as a generalized model for marketing strategy planning and analysis as well as to resolve some shortcomings of the marketing mix framework. The Nash equilibrium model has been used to analyze the results. The incorporation of game theory into marketing models has the potential to enrich the scope of marketing modeling.

Analisis Strategi Pemasaran Rumah Makan Dalam Menghadapi Persaingan Usaha

2021 ◽  
Vol 5 (1) ◽  
pp. 50-59
Author(s):  
Himawan Muhammad Reza ◽  
Sofian Muhlisin ◽  
Syarifah Gustiawati
Keyword(s):  
Marketing Strategy ◽  
Product Quality ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Parking Space ◽  
Business People ◽  
Doing Business ◽  
Business Principles ◽  
Islamic Economic ◽  
Starting A Business

In starting a business, a marketing strategy is one of the most important things. There is a lot of competition in doing business, so the marketing strategy must be carried out as well as possible so that the results are in accordance with the plan and can win the market. For this reason, it is necessary to conduct research on marketing strategies in terms of Islamic economics. With this background, business people must pay attention to marketing strategies in order to compete with other business people in accordance with sharia economic principles. The problem in this study is how the marketing strategy of Mbah Darsih's Angkringan restaurant in facing business competition and whether the marketing strategy of Mbah Darsih's Angkringan restaurant is in accordance with Islamic economic principles. The aim is to find out the marketing strategy used by Mbah Darsih's Angkringan restaurant and the suitability of the marketing strategy used with Islamic business principles. The data in this study were obtained from the results of interviews, observations, and documentation. The results obtained in this study Angkringan Mbah Darsih restaurant using a strategy commonly called the marketing mix where Angkringan Mbah Darsih is very concerned about product quality, promotional activities, price, and place. Angkringan Mbah Darsih in implementing its marketing strategy in accordance with Islamic business principles, namely siddiq, amanah, tabligh, fathonah. The shortcomings of Mbah Darsih's Angkringan restaurant in carrying out its strategy are the lack of consistency in carrying out promotional activities and the lack of available parking space.

scholarly journals Marketing Strategy In Surabaya City Archieves And Library

2016 ◽  
Vol 1 (2) ◽  
pp. 139
Author(s):  
Fahriyah Fahriyah
Keyword(s):  
Marketing Strategy ◽  
Marketing Mix ◽  
Strategic Marketing ◽  
Marketing Theory ◽  
Literature Study ◽  
Product Price ◽  
Know How ◽  
Information Utility ◽  
Performance Results ◽  
Library Marketing

Successfull organizations are able to design and manage their information and the supporting technologies as a strategic weapon as well as an information utility. This requires information to be readily available on an asneeded basis to staff, management, customers, suppliers and other stakeholders. Surabaya City Archives and Libraries use the strategic marketing to disseminate information resources at their disposal. The purpose of this research is to know, how the marketing of library in Surabaya City Archives and Libraries. The research method uses literature study with data collection techniques derived from interviews and literature study. Fordata analysis, the results were processed and analyzed interviews with marketing theory using some of the literature from books, journals and the results of previous studies. Surabaya city Library and Archive wasfoundsome elementsin the 'Marketing Mix' or library marketing strategy that has beenappliedin thelibrary since 2007. Adjustment of marketing strategy or concept 7P' Marketing Mix' are Product, Price, Promotion, Place, People, Process and Physical Evidencein the library have increased performance results Surabaya City Archives and Libraries since 2007 until now.

scholarly journals Implementasi Strategi Pemasaran Pendidikan di Madrasah

2020 ◽  
Vol 3 (1) ◽  
pp. 1-14
Author(s):  
Dian ◽  
Ilis Rosbiah ◽  
Ari Prayoga
Keyword(s):  
Marketing Strategy ◽  
Services Marketing ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Educational Institutions ◽  
Education Services ◽  
Management Function ◽  
New Students ◽  
The Many

Competition between educational institutions, especially the private sector in order to get new students is very tight,  this can be seen by the many educational institutions that implement marketing strategies to attract as many students as possible. This study aims to reveal the implementation of educational services marketing strategies with the foundation of management theory and marketing mix in Madrasah Aliyah Miftahurroja Lebakmuncang-Ciwidey, Indonesia. The method used in this research is descriptive with a qualitative approach. Collecting data in this study are, observations of the internal and external environment of madrasas, interviews with madrasah heads, deputy heads of curriculum, educators, committee, and pamphlet study documents, list of institutions, madrasah marketing agenda. Data analysis techniques used are to do data reduction, data presentation, and drawing conclusions. The results of this study indicate that: first, the marketing strategy of education services to improve the quality of education in MA Miftahurroja Lebakmuncang Ciwidey by using the management function, there are four stages, namely Planning, organizing, implementing and evaluating. Secondly, the implementation of an education services marketing strategy in MA Miftahurroja Lebakmuncang through marketing mix namely; products, places, prices, promotions, people, physical evidence, and processes. The competitiveness of MA Miftahurroja Lebakmuncang Ciwidey is good enough, it can be seen from the data of the increasing number of students. 

scholarly journals ANALISIS ORIENTASI PASAR DAN STRATEGI BAURAN PEMASARAN PENGUSAHA ROTI DI KOTA BENGKULU

2012 ◽  
Vol 11 (2) ◽  
pp. 153-163
Author(s):  
Gracia Gabrienda ◽  
. Nusril ◽  
Redy Badrudin
Keyword(s):  
Marketing Strategy ◽  
Market Orientation ◽  
Market Share ◽  
Sampling Method ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
Market Segment ◽  
Market Leader ◽  
Analyse Data ◽  
Relative Market Share

This research is aimed at investigating market posisition and market orientation of bakery producers, and designing mix marketing strategy for bakery producers in Bengkulu city.  Four bakery producers, namely Surya Bakery, Bake Mart, Karina Bakery and Ais Bakery, are selected purposively as subject of this study.  Sixty eight respondents are selected using accidental sampling method for UAI survey, and 4 respondents for each bakery. Relative Market Share  and descriptive analysis are used to analyse data obtained from survay. The research found that Surya Bakery can be categorised as market leader, while Bake Mart, Karina Bakery, and Ais Bakery as market challanger, market follower, and market nicher respectively.  All bakery producers has custumer orientation.  The study also concluded that Surya Bakery should enlarge its market and intisifies promotion, Bake Mart should enlarge its distribution network, Karina Bakery should expose its specific shop and Ais Bakery should find new market segment. Keywords: Market Orientation, Marketing mix, Bread enterpreneur

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