Modelling of marketing strategies for the single markets vs marketing strategy for the global market: Case study mobiExplore

The article focuses on the consideration of the marketing strategy of the Uber company. A strategy is essential when a company enters new markets. It is a difficult task for any business and requires managers to understand the specifics of the formation, management of marketing strategies in both local and global markets. The above factors determine the relevance of the research topic. In connection with the processes of globalization and significant modifications in the technological support of business, activities in modern markets are changing significantly. The purpose of this article is to analyse the implementation of the marketing strategy of Uber in the global market to indicate the characteristics and directions of development. In research, the following methods applied: a comparative, analysis and methodology for developing marketing strategies. The American service Uber is striving to gain leadership positions in the development of the Russian market. This drive drives offensive strategies that combine direct competition for low prices and strategies that increase resources and customers by engaging an audience that competitors have missed. As the analysis of the company’s activities showed, Uber implements a specific marketing strategy as an offensive strategy. As part of the confrontation with the main competitors, Uber actively invests in the promotion and advertising of the service, pays attention to pricing policy to provide opportunities for participation in price competition. The American service Uber is striving to gain leadership positions in the development of the Russian market. This commitment drives offensive strategies that combine direct competition for low prices and plans that increase resources and customer base by engaging an audience that competitors have missed. As a result of the analysis of the market of services-aggregators of taxi services, we can conclude that competition is intensifying both from the main competitors, Gett and Yandex.Taxi, and from indirect competitors. Hence, launching a third-party service will be a reactive strategy for Uber, as chief competitors have already diversified their service portfolio. Thus, the marketing strategy in modern conditions of development is an efficient mean for promoting a company in the international market.

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Identification of green marketing strategies: perspective of a developing country

Innovative Marketing ◽

10.21511/im.15(4).2019.04 ◽

2019 ◽

Vol 15 (4) ◽

pp. 42-56 ◽

Cited By ~ 3

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.

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DIGITAL MARKETING STRATEGIES TO BOOST TOURISM ECONOMY: A CASE STUDY OF ATLANTIS LAND SURABAYA

Humanities & Social Sciences Reviews ◽

10.18510/hssr.2019.7553 ◽

2019 ◽

Vol 7 (5) ◽

pp. 468-473 ◽

Cited By ~ 1

Author(s):

Slamet Riyadi ◽

Daniel Susilo ◽

Siska Armawati Sufa ◽

Teguh Dwi Putranto

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Marketing Strategies ◽

Digital Marketing ◽

Face To Face ◽

The Government ◽

Surrounding Areas ◽

Tourism Economy ◽

Tourism Services

Purpose: This research has a purpose to know how PT. Granting Jaya implementing a digital marketing strategy to promote the Atlantis Land Surabaya theme park in the field of one of the tourism services located in Surabaya city. The Mayor of Surabaya has established the Atlantis Land area as an integrated marine tourism area since 2017. Ria Kenjeran Beach (Kenjeran Park) previously managed by the Government of Surabaya. Methodology: This study uses a qualitative approach and interview techniques for collecting material that is done with the question and answers verbally unilaterally face to face. Main Finding: The results of the study found that PT. Granting Jaya prefers to use Social Media as a Digital Marketing Strategy is a way to promote a new brand, build preference, and increase the visitors of Atlantis Land Surabaya through Instagram Strategic Marketing. Implications/ Applications: This research can have implications for the selection and use of promotions more precisely through social media. Because the novelty in this study can be applied to attracting the number of visitors in the world of tourism, especially in Surabaya and surrounding areas.

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Conquering the Digital Customer

Advances in Marketing, Customer Relationship Management, and E-Services - Socio-Economic Perspectives on Consumer Engagement and Buying Behavior ◽

10.4018/978-1-5225-2139-6.ch016 ◽

2017 ◽

pp. 334-354

Author(s):

Eric Viardot ◽

Petra A. Nylund

Keyword(s):

Marketing Strategy ◽

Global Market ◽

Brand Strategy ◽

Fashion Industry ◽

Supply Chain Strategy ◽

Strategic Success ◽

Market Leadership ◽

Set Up ◽

High Level

This case study illustrates the effectiveness of pursuing a customer centric marketing approach in order to achieve long term strategic success and global market leadership in the fashion industry. The case study provides the most significant elements of Zara's history. Then it describes the competitive environment. Next it reveals how Zara has set up a unique, lean, and agile supply chain strategy in order to deliver new products on a very frequent basis and faster than any of its competitors, as fashion customers expect constant changes. Then the case study details the customer centric marketing strategy, with the use of customers as the source of the inspiration for fashion design, the central role of the stores to build a very high level of trust with its customers, which is used by Zara to make a distinctive brand strategy. Finally, the case study discusses the new challenges of Zara to adapt its customer centric marketing strategy to the digital market.

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E-Marketing Strategies for Islamic Banking

Journal of Global Information Management ◽

10.4018/jgim.2018100105 ◽

2018 ◽

Vol 26 (4) ◽

pp. 67-91 ◽

Cited By ~ 2

Author(s):

Ahmad Roumieh ◽

Lalit Garg ◽

Vipul Gupta ◽

Gurparkash Singh

Keyword(s):

Marketing Strategy ◽

Marketing Strategies ◽

Informed Decision ◽

Islamic Banking ◽

Islamic Banks ◽

Large Bank ◽

Sharia Law ◽

Negative Attributes ◽

Excessive Risk

This article describes how e-marketing is increasingly gaining interest within Islamic businesses. It is important to consider the extent to which it fits comfortably within principle notions of Islam and Sharia law. An Islamic business should ensure that its e-marketing strategy must be devoid of any contentious or exaggerated claims and there must be no excessive risk. As marketing practices include accentuating the benefits and features of products and services, and downplaying the negative attributes which potentially could lead to a consumer making an informed decision based on this unbalanced presentation. Arguably, this presents a form of risk that may be at odds with the fundamental tenets of Islam. This article presents a case-study of a large bank in Kuwait to identify how e-Marketing can be implemented more effectively to attract new customers and retain the existing ones by critically evaluating the viability of e-marketing strategies for promoting Islamic banking. A set of recommendations are also provided to support all Islamic Banks in the development of an e-marketing strategy.

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Testing of the Model of Creating a Specialized Tourist Product for Post-COVID Time

Transactions on Maritime Science ◽

10.7225/toms.v10.n02.021 ◽

2021 ◽

Vol 10 (2) ◽

pp. 526-538

Author(s):

Neven Šerić ◽

Lidija Bagarić ◽

Anđela Jakšić Stojanović ◽

Nevena Keković

Keyword(s):

Marketing Strategy ◽

Brand Management ◽

Marketing Strategies ◽

Cross Border ◽

Travel Agencies ◽

New Challenges ◽

The Creation ◽

Desk Research ◽

Cross Border Cooperation

Specialized tourists offer in the post covid time is an important reason in choosing the destination to travel to. A new perception of this offer puts new challenges to those who design such offers. Most specialized offers are the result of entrepreneurial initiative and intuition. Authors have dealt with the creation of such offers as an important destination concurrent factor in their own cross-border cooperation. Based on their findings, they have developed a model of creating specialized tourism products for post covid time by linking core, additional, and expanded contents with brand creation and the marketing strategy. In this paper authors continue their research by testing that model through two platforms: desk research of the latest cognitions related to the repercussions of Covid-19 on tourist mind, and on a convenient sample of connoisseurs. The testing of the model is connected with one case study in which authors cooperate in practice. The findings have been tested through a survey on a sample of experts (representatives of travel agencies) related to their experiences in sales for 2020 and 2021.They have also found important changes in tourist perception of specialized tourist product. The findings offer the answers as to why the basic contents of the specialized tourist offer is no longer sufficient, as well as a way for developing additional and expanded contents, on which the brand and brand management activities in the post corona period should be primarily based, i.e. on what to base the marketing strategies in the post covid time.

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The marketing strategy of firms: an inside out perspective

Independent Journal of Management & Production ◽

10.14807/ijmp.v9i3.757 ◽

2018 ◽

Vol 9 (3) ◽

pp. 889

Author(s):

Aschalew Degoma Durie ◽

Dr. Getie Andualem

Keyword(s):

Qualitative Research ◽

Marketing Strategy ◽

Comparative Advantage ◽

Marketing Strategies ◽

Global Markets ◽

Research Approach ◽

Case Study Design ◽

Inside Out ◽

Textile Sector

The objective of the study was to examine the marketing strategies of Ethiopian medium and large textile companies. The textile sector became the focus of this study because the sector has performed far below than expected, despite the government‘s continued support to and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The case companies were selected based on two criteria; production of finished textile products and operation in both local and global markets. Accordingly, nine companies qualified these criteria and all of them were used as cases. The RBT was the theory employed to explain the differences in performances among firms’ in similar environment. Furthermore, within and cross case analyses were employed to get in-depth understanding about the marketing strategies of the case companies.

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The Use of Affiliate Marketing in Improving Pegipegi Sales

Jurnal The Messenger ◽

10.26623/themessenger.v11i2.1210 ◽

2019 ◽

Vol 11 (2) ◽

pp. 157 ◽

Cited By ~ 1

Author(s):

R. A. Emilia Natarina ◽

Cendera Rizky Anugrah Bangun

Keyword(s):

Data Collection ◽

Marketing Strategy ◽

Digital Media ◽

Marketing Strategies ◽

Digital Marketing ◽

Travel Agent ◽

Basic Understanding ◽

Online Travel ◽

Purchasing Patterns

<p><em>The changes in people's purchasing patterns from offline to online cause companies to change the type of their business which also affects the changing of marketing strategy. One of the marketing strategies used by the OTA (Online Travel Agent) industry is affiliate marketing. This study was conducted to find out how Pegipegi affiliate marketers used the digital marketing to help market OTA products in the digital media they use to help provide sales. The method used in this study is qualitative with the case study of Pegipegi affiliate marketers. The data collection was conducted by interviewing. The results of this study indicate that the basic understanding of how to market Pegipegi products through blogs, how to market blog through Google Ads and Facebook Ads, as well as the understanding on the functions of each affiliate marketing tools play an important role in the success of a marketer of Pegipegi affiliate.</em></p>

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STRATEGI PEMASARAN KOMUNIKASI DIGITAL MARKETING PLATFORM (CASHBAC) UNTUK MENINGKATKAN DAYA BELI KONSUMEN

Jurnal Source Ilmu Komunikasi ◽

10.35308/source.v6i1.1753 ◽

2020 ◽

Vol 6 (1) ◽

pp. 14

Author(s):

Katrina Katrin ◽

Zon Vanel

Keyword(s):

Marketing Strategy ◽

Marketing Mix ◽

Marketing Strategies ◽

Digital Marketing ◽

Purchasing Power ◽

Case Study Approach ◽

Study Approach ◽

Sales Team ◽

Marketing Team

This research is focused on communication marketing strategies at PT. Global Pay Indonesia (Cashbac). The purpose of this research is to find out the marketing strategy of digital marketing platform (Cashbac) to increase consumer purchasing power. The main theory is Marketing Mix (4P). The object of this research is the communication marketing strategy by the sales team and the Marketing team at PT. Global Pay Indonesia (Cashbac). The research method used is qualitative with a case study approach. The results of this study are that Cashbac has run all four aspects of prices, places, products and also promotions to increase consumer purchasing power from time to time to be even higher.

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Virtual tryvertising. Marketing strategies for empowered customers

Digital Age in Semiotics & Communication ◽

10.33919/dasc.20-21.3-4.10 ◽

2021 ◽

Vol 4 ◽

pp. 161-176

Author(s):

Federico Biggio

Keyword(s):

Augmented Reality ◽

Marketing Strategy ◽

Physical Space ◽

Marketing Strategies ◽

Added Value ◽

Semiotic Analysis ◽

Experiential Marketing ◽

Augmented Reality Application ◽

Dressing Room

The aim of this study is to look at the experiential marketing strategy of virtual tryvertising, by analysing a specific case study: the augmented reality application Ikea Place. It provides customers with a set of tools to prefigure a virtual representation of a piece of a furniture within a physical space, in order to appraise its fitness in a prior time to its actual purchase, and hence to provide a benefit for him/her. The semiotic analysis will be carried out by taking into account the use practices prescribed by the application and the promotional discourses of the company. In particular it will look at two advertising videos which accompanied the launch of the application in 2013 and 2017. It will also consider the added value and the experiential gain for users that the adoption of this type of technology entails, in order to understand AR media not only as a mere strategy for commercial purposes, but as a tool for empowering the users’ appraising skills traditionally used in the context of a dressing room of a physical store.

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