scholarly journals Changes in the Pattern of Marketing Strategies with Content Marketing Strategies to Maximize Product Sales SMEs in North Sumatra

Webology ◽  
2021 ◽  
Vol 19 (1) ◽  
pp. 110-122
Author(s):  
Beby Karina Fawzeea Sembiring ◽  
Endang Sulistya Rini ◽  
Tetty Yuliaty
Keyword(s):  
Marketing Strategy ◽  
Technological Development ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Left Behind ◽  
Marketing Activities ◽  
Product Sales ◽  
Technology Marketing ◽  
North Sumatra ◽  
Content Marketing

Nowadays, technological development is rapid development. Now technology change can make activities can be easier to carry out, one of them in marketing. Currently, various marketing activities, both small and large sectors, use technology in their development. With the rapid development of technology, marketing is not a difficult thing anymore. One of the uses of technology can be felt in the SMEs sector. The marketing strategy with a strategic content marketing pattern will further increase the growth rate of buying interest in products offered by SMEs. Content Marketing is a strategy where marketers plan, create and distribute content that can attract targeted audiences, then drive them to become customers. Although a content marketing strategy is essential, not all SMEs use digital marketing in running their business. This is because SMEs are often categorized as highlighters in terms of technology. Being left behind in terms of managing content marketing strategy is due to less reliable resources in mastering technology, but SMEs are still required to master information technology to expand a wider market reach. This is because consumers today are consumers who actively use technology in the form of gadgets.

scholarly journals THE INFLUENCE OF ELECTRONIC MARKETING STRATEGIES ON THE PERFORMANCE OF EQUITY BANK LIMITED IN KENYA

2021 ◽  
Vol 5 (1) ◽  
Author(s):  
Rose Ndegwa
Keyword(s):  
Marketing Strategy ◽  
Banking Sector ◽  
New Technology ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Electronic Market ◽  
Cross Sectional ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Electronic Marketing

The evolution and direction of any marketing strategy in local and international environments has forced firms to adopt electronic marketing strategies to gain competitive edge and viability in the market arena (Bui & Jones, 2006). Fast development of technologies, economic globalization and many other external circumstances stimulate changes in marketing environment. For the company to gain competitive edge in today's market, especially in the electronic market, it must have a good knowledge of the external environment, especially in technological environment that affects business operations. It is important for the company to know and predict environmental conditions that influence marketing activities. Some of the external factors that influence marketing activities of modern companies include; political, economic, social-cultural, and technological factors (Adam, Mulye,Deans & Palihawadana, 2002). The study used descriptive cross sectional census survey. The design is appropriate since all the units of interest were investigated. Comparative analysis amongst all the units was done and the phenomenon under the study described as they appear to be satisfactory. From the findings, it was established that the performance of commercial banks is affected by the electronic marketing strategies selected by the bank. There is a rapid development in technology and hence banks are not being left behind in the adoption of new technology, due to either pressure from customers, stiff competition or change in technology. The banks performance is affected by electronic marketing strategies selected. The banks which have adopted the electronic marketing strategies, the performance is improved, banks which have not yet adopted the electronic marketing strategies are struggling in the performance. The banking sector should embrace electronic marketing strategy in order to survive in the rapidly changing markets. JEL: G21; D20; D83 <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0778/a.php" alt="Hit counter" /></p>

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.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

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.

scholarly journals The Effect of Marketing Strategy and Promotion Activities on Marketing Performance of Ritail Business

2020 ◽  
Vol 4 (2) ◽  
pp. 205-213
Author(s):  
Suhandi Suhandi
Keyword(s):  
Marketing Strategy ◽  
Hypothesis Test ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Regression Testing ◽  
Marketing Performance ◽  
Technological Advances ◽  
Retail Business ◽  
Analysis Technique ◽  
The City

Today's retail industry is experiencing rapid development along with technological advances and the construction of supporting facilities. Tangerang is one of the cities that is part of the Banten Province which is growing rapidly. rapid modernization affected the city, making it one of the largest cities in Indonesia. This study aims to determine the effect of marketing strategies and promotional activities on the marketing performance of Retail Business Actors in Mall Plaza Bintaro. The method used was explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study the marketing strategy has a significant effect on marketing performance by 38.2%, the hypothesis test obtained t count> t table or (7.625> 1.989). Promotional activities have a significant effect on marketing performance by 39.9%, the hypothesis test obtained t count> t table or (7.892> 1.989). Marketing strategy and promotion activities simultaneously have a significant effect on marketing performance by 48.9%, the hypothesis test is obtained F count> F table or (44.464> 2,700)

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 Marketing Strategy Universitas Singaperbangsa Karawang

2020 ◽  
Vol 19 (2) ◽  
pp. 87-95
Author(s):  
Fajar Ramadhan ◽  
Syamsu Yusuf
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
National Education ◽  
Performance Targets ◽  
The Face ◽  
Marketing Activities ◽  
The University ◽  
And Control

Higher education in Indonesia is a national education subsystem that includes undergraduate, master's, specialist, doctoral, and diploma programs. Higher education institutions are obliged to organize education, research, and community service in accordance with their vision, mission, goals, tasks, and authority. A large number of universities has led to intense competition in getting prospective students. Therefore, universities must have a good "marketing strategy" to continue to exist in the face of competition between universities. Marketing strategies must be based on marketing objectives that consider environmental aspects (Dharmmesta, 2014). Marketing strategies took in connection with existing conditions, SWOT analysis, organization, and control at the University of Singapore Karawang based on Education Quality Standards (accredited). Efforts to monitor the implementation of marketing strategies related to the achievement of performance targets for increasing the number of applicants, including re-registration, the achievement of external and internal marketing activities.

scholarly journals Pelatihan Marketing Strategi Tenaga Pemasaran Guna Pencapaian Target Penjualan

2019 ◽  
Vol 1 (4) ◽  
pp. 212-217
Author(s):  
Arjang Arjang ◽  
Harwin Harwin ◽  
Wahyuddin Hamid ◽  
Andi Risma Jaya
Keyword(s):  
Marketing Strategy ◽  
Business Environment ◽  
Marketing Strategies ◽  
Strategy Training ◽  
Short Term ◽  
Fundamental Goal ◽  
Marketing Activities ◽  
The University ◽  
Marketing Agency

ABSTRACT Failure to achieve sales targets has implications for not achieving the company's profit targets. The most basic problem, is preparing a plan and a team that will provide a solution to the problem. Marketing strategy training has a fundamental goal of increasing sales and achieving competitive advantage with a sustainable perspective. Marketing strategies include short-term plans and long-term market-oriented marketing activities in order to contribute to the company's goals and marketing objectives. For this reason, PT. Tata Finapedia, a marketing agency services company, built a partnership with the University of Eastern Indonesia (UIT), to help train marketing staff. The success of a marketing strategy is measured by sales performance and company profit growth. This training is expected to help explain the latest aspects of marketing strategy so as to increase the ability in the formulation and analysis of marketing strategies in the business environment of PT. Tata Finapedia.Keywords: Training, Marketing, Marketing, SalesABSTRAKKegagalan dalam pencapaian target penjualan, berimplikasi pada tidak tercapainya target profit perusahaan. Problem paling mendasar, adalah menyiapkan perencanaan dan tim yang akan memberikan solusi bagi problem itu.(Jørgensen 2018) Pelatihan marketing strategy memiliki tujuan mendasar yaitu meningkatkan penjualan dan mencapai keunggulan kompetitif dengan perspektif yang berkelanjutan.(Rowe and Clark 1927) Marketing strategi mencakup rencana jangka pendek dan jangka panjang kegiatan pemasaran dengan berorientasi pasar dalam rangka memberikan kontribusi terhadap tujuan perusahaan dan tujuan pemasaran. Untuk itu, PT. Tata Finapedia, perusahaan jasa keagenan marketing, membangun kemitraan dengan Universitas Indonesia Timur (UIT), guna membantu pelatihan bagi jajaran marketing. Keberhasilan strategi pemasaran diukur dari kinerja penjualan dan pertumbuhan laba perusahaan. Pelatihan ini diharapkan membantu memaparkan aspek marketing strategy terkini sehingga mampu meningkatkan kemampuan dalam formulasi dan analisis strategi pemasaran di lingkungan bisnis PT. Tata Finapedia.Kata Kunci: Pelatihan, Marketing, Pemasaran, Penjualan

scholarly journals Analisis Strategi Pemasaran Pada Lembaga Kursus dan Bimbingan Belajar Education Zone

2021 ◽  
Vol 2 (2) ◽  
pp. 158-163
Author(s):  
Shinta Abdul Rahman
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Research Problem ◽  
Product Placement ◽  
Marketing Strategies ◽  
Growth Strategy ◽  
Target Market ◽  
Product Price ◽  
Zone Management ◽  
Marketing Activities

Marketing activities determine the Education Zone Course and Tutoring Institute (E-Zone LKBB) in selling products as the spearhead set by the E-Zone management LKBB and its marketing strategy. In determining the marketing strategy, environmental analysis is critical because it includes analyzing the internal and external environment. The research problem is about the service marketing strategy in the E-Zone LKBB. Therefore the research questions in this research are: 1) What are the strengths and weaknesses in improving LKBB E-Zona services. 2) What are the opportunities and threats in increasing the marketing strategy of LKBB E-Zone services? 3) What are the formulations of marketing strategies in improving marketing LKBB E-Zone services? This study aims to identify the strengths and weaknesses in the LKBB E-Zone as well as the opportunities and threats of the E-Zone LKBB and formulate a marketing strategy for LKBB E-Zone. The unit of analysis in this research is the Education Zone Course and Tutoring Institution. The observation unit is the marketing and sales management and the students who have studied at LKBB E-Zone for approximately six months. The data analysis method used in this study is the SWOT analysis (Strength, Weakness, Opportunity, Threat), which is an analysis that aims to analyze the strengths and weaknesses as well as opportunities and threats. The result shows that the E-Zone LKBB is in the Fast Growth Strategy quadrant position, between Strength (Strength) and opportunity (Opportunity) in the SWOT diagram. LKBB E-Zone has strengths and opportunities that are greater than weaknesses and threats. So that LKBB E-Zone can take full advantage of all the potential strengths and opportunities by using elements of marketing strategies, namely: market segmentation, target market determination, product placement, timing, marketing mix, and its essential 7 P elements, namely: Promotion, Product, Price, Place, People, Physical Evidence, and Process

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