THEORETICAL ASPECTS MARKETING STRATEGY DEVELOPMENT AT AGRICULTURAL ENTERPRISES

10.12737/7753 ◽  
2014 ◽  
Vol 9 (4) ◽  
pp. 48-50
Author(s):  
Романовская ◽  
Elena Romanovskaya ◽  
Кузнецов ◽  
Andrey Kuznetsov
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Internal Environment ◽  
Agricultural Enterprises ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Definition Of ◽  
Market Relations

Modern processes of development of market relations in the Russian agribusiness allow to speak about the urgent need to select and implement an effective marketing strategy. The use of an effective marketing tool allows subjects of agriculture to adapt to ever-changing conditions of the external and internal environment. The necessity of develop and improve marketing strategy causes important to study. The author examines the factors, that must be considered when designing and implementing marketing strategy for enterprises. The article focuses on the study of the issue, concerning the definition of “marketing strategy” of agricultural enterprises. On the basis of the study, it is concluded, that marketing strategy combines elements of marketing as a complex. Basing on it, an enterprises realize their effective marketing activities, which are aimed to achieve marketing purposes. The authors systematized the main elements of marketing strategies of agricultural enterprises. According to the authors opinion, the developed marketing strategy will enable to improve the competitiveness of products and increase sales.

scholarly journals MAIN FACTORS OF FORMATION AND METHODS OF IMPLEMENTATION OF MARKETING STRATEGY OF AGRICULTURAL ENTERPRISES

2020 ◽  
pp. 27-33
Author(s):  
Inna Gogol
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Strategy Formation ◽  
Agricultural Enterprises ◽  
Economic Entity ◽  
Agricultural Enterprise ◽  
Depth Analysis ◽  
The Future ◽  
And Performance

Introduction. The marketing strategy of the enterprise is outlined as a way to achieve the goals and a scientific way to manage the actions of economic entities in order to achieve the goal. For a successful solution the problems of development of any agricultural enterprise it is needed to develop marketing strategies based on increasing the efficiency of their activities and improving it in the future. The method of marketing strategy formation differs from each other, because enterprises are different in size and capabilities. It is necessary to choose different development strategies for each type of economic entity depending on the type of production and the specifics of agricultural production, and only after conducting an in-depth analysis and verifying all mechanisms for implementing this strategy will we be able to achieve positive results in the future. Methods. The following main methods of the research are used during the research and performance of the tasks: generalization (for the formation of theoretical definitions and conclusions); monographic (to study the peculiarities of the marketing strategy formation of enterprises); comparison (to assess the state of marketing activities of enterprises); expert assessments (to determine the main directions of marketing strategy development) and others. Results. The essence and expediency of use marketing strategies are considered, and developed an algorithm for their formation for increase the competitiveness of agricultural enterprises on the basis on joint and collaborative interaction of all structural units of enterprise. An idea of the basic alternative strategies is formed and the main ways of their formation and implementation are determined. Discussion. Prospects for further research will focus on conducting an analysis of the activity of agricultural enterprises, which focus on marketing based on the algorithm of marketing strategies, maintaining a balance between short-term effect and long-term profitability and efficiency. Keywords: marketing, strategy, enterprises, formation, factors, methods.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

The Evolution of Private Label Products in Turkey

2020 ◽  
pp. 1-16
Author(s):  
Yusuf Arslan
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Private Label ◽  
Private Labels ◽  
Developed Markets ◽  
Marketing Activities ◽  
Private Label Products

The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to create some insights for marketing professionals in terms of which marketing strategy to use for private labels to become more successful in the market. To reach this aim, a literature review has been made to understand the success of developed markets and to reveal the marketing strategies that would be proper to implement also in the Turkish market. Then, certain marketing strategies were proposed to the professionals in the Turkish market. One of the main solutions revealed in this study was the importance of creating premium private labels for the Turkish market. It was also understood that Turkish professionals can benefit from the successful marketing activities implemented by developed markets earlier.

How to optimize marketing strategy development

2020 ◽  
Vol 36 (8) ◽  
pp. 17-19
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Design Methodology ◽  
Reading Time ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Human Creativity ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Artificial Intelligence (AI) is enabling companies to perform many functional tasks more efficiently. Some organizations are starting to further utilize its capabilities by combining the rationality of AI with human creativity in order to optimize development of marketing strategies. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

INTERNET MEDIA AS A MARKETING TOOL IN TOURISM

2020 ◽  
Vol 21 (2) ◽  
pp. 235-244
Author(s):  
Dorota Lorenc
Keyword(s):  
Virtual World ◽  
Distribution Channels ◽  
Marketing Strategies ◽  
The Internet ◽  
Advantages And Disadvantages ◽  
Internet Media ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Tourism Services ◽  
New Distribution

Marketing activities of companies are constantly changing due to the globalization and developing technology. In acordance to the new distribution channels as well as to new forms of communication, marketing strategies are based on communication in various media. Since the provision of information become easier, faster and more effective due to the Internet, business representatives are more and more willing to conduct a dialogue wiht clients in virtual world, also transferring their marketing campaigns there. The paper aims to indicate the possibility of using the Internet in marketing activities of companies operating in the tourism services industry, as well as the advantages and disadvantages arising from that fact

scholarly journals Marketing tool for the development of organic production market in Ukraine

2020 ◽  
Vol 11 (4) ◽  
Author(s):  
O. Kucher ◽  
Keyword(s):  
Marketing Strategy ◽  
Agricultural Sector ◽  
Organic Production ◽  
Marketing Strategies ◽  
Resource Potential ◽  
Production Sector ◽  
Factors Affecting ◽  
Current State ◽  
Strategic Approach ◽  
Marketing Tool

The paper discusses the current state and prospects of production and sale of organic production in Ukraine. Certain empirical factors were characterized, such as the available resource potential for the production of organic agricultural goods. Its exports and consumption on the domestic market. It is determined that the organic sector is a very promising direction in Ukrainian agriculture. The necessity of forming and implementing a marketing strategic approach aimed at developing the organic production sector is considered. The main conceptual elements and basic priorities of the marketing strategy for the development of the organic market are presented. The article presents a model and algorithm which helps to create a marketing strategy for the development of organic production in Ukraine, which considers the core features of enterprises in the agricultural sector of the economy, which will ensure that all factors affecting the results of production are taken into account. The author emphasize that the novelty of the proposed strategy will consist in focusing on the areas of improving the system of development of the organic sector in Ukraine. The article concludes that the implementation of the proposed marketing strategies for the development of organic production will bring this area of activity to a new level of efficiency.

Analysis of hotel names in Croatia as a tool of marketing strategy

2010 ◽  
Vol 16 (2) ◽  
pp. 207-218
Author(s):  
Mario Plenković ◽  
Vlado Galičić ◽  
Vlasta Kučiš
Keyword(s):  
Marketing Strategy ◽  
Tourism Product ◽  
Or Groups ◽  
Market Communication ◽  
Marketing Activities ◽  
Place Of Origin ◽  
Marketing Tool ◽  
Business Trip ◽  
Product Promotion

Viewed globally, hotel guests can be classified according to the reason for their arrival (business trip or vacation), their numbers (individual guests or groups) and their place of origin (domestic or foreign guests). To provide services of the best quality possible, the hotel staff must understand the wants and needs of guests. One of the ways to do this is to find out the manner in which guests choose hotels. It is generally known that if a guest has already stayed in a particular town, the chances are that he will choose to stay in the same hotel again, providing, of course, that he was satisfied with services rendered. If a guest has never been to a particular town before, there is a greater possibility that he will choose a well-known hotel or one that is easy to reach. A factor that in addition to advertising, personal recommendations, hotel location and prices can influence the choice of a hotel is prejudice based on the name of a hotel. Based on the assumption that a hotel’s name can represent an important marketing tool, foremost in market communication, this paper analyses the names of all categorised hotels and apartment hotels in Croatia. The surveyed names of hotels are classified according to different criteria that could, with the application of additional marketing activities, be used to gain a better position on the tourist-generating market. Also, during a guest’s stay, a hotel’s name can be used to enhance and improve its performance, providing the name is exploited in an appropriate marketing manner. This implies «creating stories» linked to a hotel’s name and using its name in the gastronomic, cultural, entertainment and other fields of hotel- and tourism-product promotion.

scholarly journals DEVELOPMENT OF MARKETING COMPETITIVE STRATEGIES OF ENTERPRISES

2021 ◽  
Author(s):  
Mariia Bahorka ◽  
Iryna Kadyrus ◽  
Olga Kravets
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Competitive Advantages ◽  
Competitive Strategies ◽  
Logical Scheme ◽  
Gradual Development ◽  
Marketing Activities ◽  
Marketing Analysis ◽  
Oriented Approach

The article substantiates the theoretical and methodological approaches to the choice of marketing competitive strategies of enterprises and presents areas for their improvement. The peculiarities of marketing strategies, their tasks and principles of formation are highlighted. The algorithm of formation of marketing strategy of the enterprise on the basis of the structural and logical scheme and an estimation of competitive positions of the enterprise is offered. On the basis of the conducted research the grouping of marketing competitive strategies on the level of influence on competitive advantages of the enterprise is carried out. It is established that when choosing a marketing strategy it is necessary to focus on the goals, the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; defined market orientation (in relation to consumers and competitors). It is highlighted that in the process of substantiation and development of marketing strategies, depending on the type of enterprise development, three interrelated tasks are solved: * development of a set of marketing activities; * adaptation of the enterprise to changes in the external environment; * ensuring the adequacy of the company's marketing policy to the changing needs of customers. Subject to the gradual development of marketing strategy, based on the proposed structural and logical scheme and assessment of the competitive position of the enterprise should take into account both its existing and potential customers and competitors. The company needs to constantly analyze competitors and develop competitive marketing strategies that will provide it with effective positioning in relation to competitors and provide the maximum possible competitive advantage. The competitor-oriented approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways to achieve competitive advantage can be used: cost leadership and a set of actions to degrade the quality of the competitive environment. The main method of achieving competitive advantage, which is used within the consumer-oriented approach, is product differentiation. The tool of differentiation is positioning, which is carried out primarily through a set of marketing communications and promotion strategies.

scholarly journals Using the mathematical apparatus of game theory in strategic marketing

1970 ◽  
pp. 116-123
Author(s):  
Є.А. Івченко ◽  
M.M. Бучнєв
Keyword(s):  
Mathematical Model ◽  
Game Theory ◽  
Marketing Strategy ◽  
Optimal Strategies ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Mathematical Apparatus ◽  
The Game Theory ◽  
Marketing Activities ◽  
The Cost

The article discusses the use of the mathematical apparatus of game theory in strategic marketing. The use of the game theory toolkit in the formation of the marketing strategies of an enterprise has been investigated. According to the results of the study, it has been established that the introduction of game theory methods into marketing activities will make it possible to analyze complex socio-economic systems for solving strategic problems. Game theory models can be thought of as games of strategies or actions, such as setting prices, setting the size of output, determining the cost of advertising, or determining the cost of promoting products to the market. It is noted that game theory can predict the results of competitive situations and help choose optimal strategies. For practical work in strategic marketing, it is of particular importance that game theory allows you to choose optimal strategies that can improve the structure and outcome of the game. The use of the conceptual apparatus of the theory in economic theory is analyzed using the example of quantitative models of duopoly and the concept of equilibrium. The description of the mathematical model of strategic interaction is formalized, which reflects the inherent features of the conflict. The procedure for applying game theory in the formation of marketing strategies of enterprises is analyzed and the main stages of the procedure for choosing an optimal marketing strategy using game theory are highlighted. An algorithm for applying the mathematical apparatus of game theory in marketing activities is proposed. When developing a marketing strategy for an enterprise, general marketing goals are considered, depending on the level of strategic management and goals concerning individual elements of the marketing mix. A "tree of goals" of an enterprise for a marketing complex is proposed when forming a marketing strategy of an enterprise using the mathematical apparatus of game theory. A payment matrix has been formed, which makes it possible to determine possible optimal strategies and options for the game. The problems of using the mathematical apparatus in the formation of the marketing strategies of the enterprise are highlighted. The conceptual apparatus has been determined and basic tasks have been formulated, with the help of which the game theory toolkit allows making decisions in the marketing activities of an enterprise. Keywords: game theory, strategy, strategic marketing, marketing strategy, strategic decisions, mathematical model, decision making.

scholarly journals MODEL PENGEMBANGAN STRATEGI PEMASARAN BERBASIS TEKNOLOGI INFORMASI DALAM MENINGKATKAN DAYA SAING UMKM DI JEPARA

2021 ◽  
Vol 21 (2) ◽  
pp. 113-120
Author(s):  
Sisno Riyoko ◽  
Budi Lofian
Keyword(s):  
Information Technology ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Development Model ◽  
Strategy Development ◽  
Research Approach ◽  
Model Application ◽  
Is Research ◽  
Research Activities ◽  
Action Research Approach

This study wanted to produce a model for developing marketing strategy based on Information Technology (IT) is a form of marketing strategy development model by taking into account and utilize Information Technology. The purpose of this study was to better efficiency at enhancing the competitiveness of SMEs through the use of Information Technology. Micro, Small and Medium cultivated IT base is expected will be increased competitiveness. Objective: 1) undescrebed  conditions of SMEs that have used information technology. 2) completion of a development model of IT-based marketing strategies that can be applied practically. 3) application  models empirically, and 4) unprovable  floating model application of IT-based marketing strategy. To achieve these objectives do action research approach, is research activities continued with implementation. Therefore, the model-based marketing strategy information technology into solutions for marketing problems of SMEs and increasing competitiveness.

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