scholarly journals Marketing Strategies Of Small Craft Producers In South Africa: Practices And Challenges

2016 ◽  
Vol 32 (3) ◽  
pp. 663-680 ◽  
Author(s):  
KM Makhitha
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
New Products ◽  
Research Paper ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Target Market ◽  
Small Craft

The purpose of this research paper was to investigate the practices and challenges of marketing strategies of craft producers in Gauteng, South Africa (SA). As craft producers lack access to market they are unable to market their products successfully and face major challenges in marketing their products. A survey was conducted among 244 craft producers in Gauteng, South Africa (SA) to determine the marketing strategy practices and the challenges they face when marketing their products. The findings have shown that craft producers introduce new products from time to time and constantly improve existing products. Craft producers believe that their products are unique and of higher quality. They face challenges with the lack of demand for their products and the fact that it is not easy for them to identify customers that want their products. Craft producers need to decide on who they want to target with their products, determine the needs and then formulate an appropriate marketing mix element strategy to reach the chosen target market. 

scholarly journals Do small craft businesses need strategic marketing to survive?

2016 ◽  
Vol 13 (2) ◽  
pp. 399-404 ◽  
Author(s):  
K.M. Makhitha
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Strategic Marketing ◽  
Target Market ◽  
Secondary Research ◽  
Small Craft ◽  
Craft Industry

The purpose of this paper was to determine if small craft producer businesses need strategic marketing to survive. Existing literature on strategic marketing and the craft industry in South Africa (SA) was used to answer the following question: do small craft businesses need strategic marketing to survive? Since craft producers lack access to the market, they face major challenges in marketing their products successfully. Secondary research was used to determine the need of strategic marketing by craft producers in SA. Strategic marketing is crucial since craft producers must research changes developments taking place in the market and to be able to develop an appropriate marketing strategy to sustain their businesses. This will enable craft producers to identify customers and to formulate an appropriate marketing strategy to reach their chosen target market. The research revealed it enables them to identify customers and to formulate an appropriate marketing strategy to reach their chosen target market. The study revealed that craft producers do need strategic marketing to survive in South Africa

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

scholarly journals Strategi Pemasaran Itik Alabio sebagai Produk Unggulan Daerah Kalimantan Selatan

2021 ◽  
Vol 16 (2) ◽  
pp. 165-179
Author(s):  
Siska Fitriyanti ◽  
Herry Pradana
Keyword(s):  
Marketing Strategy ◽  
Urban Areas ◽  
Distribution Channels ◽  
Marketing Mix ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Target Market ◽  
Digital Platforms ◽  
Purposive Sampling

Alabio Ducks are native poultry and a featured product of South Kalimantan. However, the ducks have not yet contributed economically to the farmers or region. Culinary business in urban areas opens opportunities for the development of the Alabio Duck. The purpose of this study was to analyze the upstream and downstream sectors of the Alabio Ducks to be used as the basis for preparing the marketing strategies. This study uses a qualitative approach. Data were taken through observation and interviews with informants selected by purposive sampling, analyzed using STP and marketing mix analysis. The results of this study indicate that the segment and target market are middle-upper people in urban areas. Expansion of the market can be done through the supply of cold meat for the hotel, restaurant, and modern markets. The marketing strategy is to pay attention to the advantages of texture, taste, and color of the meat, determine competitive selling prices according to quality, add online distribution channels, and increase promotions on digital platforms. Abstrak Itik Alabio merupakan rumpun unggas lokal dengan sebaran geografis asli Kalimantan Selatan dan salah satu Produk Unggulan Daerah (PUD). Akan tetapi, sektor peternakan Itik Alabio selama ini belum menunjukkan kontribusi yang signifikan terhadap perekonomian peternak maupun daerah. Perkembangan bisnis kuliner di daerah perkotaan membuka peluang terhadap pengembangan Itik Alabio di Kalimantan Selatan. Tujuan penelitian ini adalah untuk menganalisis sektor hulu hingga hilir Itik Alabio untuk digunakan sebagai dasar penyusunan strategi pemasarannya. Penelitian ini menggunakan pendekatan kualitatif. Data primer diambil melalui observasi dan  wawancara dengan informan yang dipilih secara purposive sampling. Data dianalisis menggunakan analisis penetapan  nilai (STP analysis) dan analisis bauran pemasaran (marketing mix analysis). Hasil penelitian ini menunjukkan bahwa segmen dan target pasar adalah masyarakat daerah perkotaan yang memiliki kemampuan ekonomi menengah ke atas. Perluasan jangkauan pasar melalui suplai cold meat untuk pangsa pasar perhotelan, restoran, dan pasar modern. Strategi pemasaran adalah dengan memperhatikan keunggulan tekstur, rasa, dan warna daging Itik Alabio sebagai daya jual, menentukan harga jual yang bersaing dengan kompetitor tanpa menurunkan kualitas, menambah jalur distribusi secara daring, dan meningkatkan promosi di platform digital.

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.

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.

scholarly journals STRATEGI PEMASARAN JASA PENDIDIKAN DALAM MENINGKATKAN KUANTITAS SISWA

2018 ◽  
Vol 2 (2) ◽  
pp. 87
Author(s):  
Eldi Kustian ◽  
Omon Abdurakhman ◽  
Willis Firmansyah
Keyword(s):  
Marketing Strategy ◽  
Geographical Location ◽  
Marketing Mix ◽  
Educational Services ◽  
Target Market ◽  
Factor Endowments ◽  
Management Function ◽  
New Students ◽  
Management Functions ◽  
New Student

Penelitian ini bertujuan untuk menggambarkan dan mengetahui penerapan strategi pemasaran jasa pendidikan melalui fungsi manajemen dan teori bauran pemasaran di MA Daarul Uluum Bantar Kemang dan menemukan Faktor pendukung dan penghambat yang ada di MA Daarul Uluum dalam pemasaran jasa pendidikan. Metode yang digunakan dalam penelitian ini adalah metode studi kasus dengan pendekatan kualitatif,  adapun teknik pengumpulan data yaitu dengan observasi., wawancara, dan studi dokumentasi. Untuk observasi dilakukan dengan pengamatan terkait kegiatan strategi pemasaran jasa pendidikan dalam meningkatkan jumlah siswa baru. Pihak yang di wawancarai adalah kepala sekolah, wakil kepala sekolah bidang kemahasiswaan, kepala tata usaha, ketua PAPENSIBA, guru, siswa, dan wali siswa. Studi dokumentasi dilakukan dengan pengambilan gambar secara langsung dan meminta dokumen-dokumen atau berkas-berkas yang terkait dengan pemasaran jasa pendidikan kepada staf tata usaha. Hasil penelitian ini menunjukan bahwa: Pertama, strategi pemasaran jasa pendidikan untuk meningkatkan kuantitas siswa di MA Daarul Uluum Bantar Kemang dengan menggunakan fungsi manajemen itu ada empat tahapan. (1) tahap perencanaan yaitu; melakukan segmentasi pasar, penentuan target pasar, dan menentukan target pasar. (2) tahapan pengorganisasian yaitu; membentuk panitia penerimaan siswa baru (PAPENSIBA). (3) tahapan pelaksanaan yaitu; pemasaran secara langsung dan pemasaran secara tidak langsung. (4) evaluasi yaitu; waktu pelaksanaan evaluasi yaitu setiap tahun sekali. Kedua , implementasi strategi pemasaran jasa pendidikan di MA Daarul Uluum Bantar Kemang untuk meningkatkan kuantitas siswa melalui bauran pemasaran yaitu; produk, tempat, harga, promosi, people, pysical evidence, dan prosesyang dimiliki oleh MA Daarul Uluum cukup berhasil untuk meningkatkan jumlah animo pendaftar peserta didik di setiap tahunnya. Ketiga,Faktor pendukung dalam strategi pemasaran jasa pendidikan di MA Daarul Uluum yaitu, tenaga yang berkualitas, letak sekolah yang geografis, memiliki banyak kegiatan ektrakulikuler, langsung berada dibawah naungan Yayasan Daarul Uluum, dan anggaran pembiyaiaan sekolah yang terjangkau oleh kalangan manapun. Keempat, Faktor penghambat dalam strategi pemasaran jasa pendidikan di MA Daarul Uluum bantar Kemang yaitu; persaingan antar lembaga yang semakin ketat, belum adanya tenaga ahli dibidang pemasaran, parkiran kendaraan yang terbatas, kurangnya lahan untuk olahraga, kurang luasnya tanah yang dimiliki oleh sekolah, dan sering terjadi keluar masuknya siswa-siswi MA Daaarul Uluum Bantar Kemang.Kata kunci: jasa pendidikan, pemasaran, strategi.MARKETING STRATEGY OF EDUCATION SERVICES IN INCREASING THE QUANTITY OF STUDENTSAbstractThis research aims to describe and to know the application of marketing strategy of educational services through the management functions and trought the theory og marketing mix in MA Daarul Uluum Bantar Kemang and find the factor endowments and a barrier that exists in MA Daarul Uluum in the marketing of educational services. The methods used in this research in descriptive qulitative approch, data collection techques, namely as for observation, interview, and documentation study. For observations done with the related observations of the activities of the marketing strategy of of educational services in increasing the number of new students. Parties in the interview is the principal, vice principal, administrative head, chairman of PAPENSIBA, theachers, students, and the student trustee. The study documentation is carried out by shooting directly and ask for documents or files which related to the marketing of educational service to the staff of TU. The result of this research show that: first, the marketing strategy of educational services to increase the quantity of students in the MA Daarul Uluum Bantar Kemang using management function that there are four stages. (1) the palnning stages namely; do segmentasi the market, and determining the target market, and determine the target market. (2) organizing stages namely; forming new student admission committee ( PAPENSIBA). (3) the stages of implementation, namely; marketing directly and indirectly. (4) the evaluation, namely; the time of implementation of the evaluation every year. Second, the implementation of the marketing strategy of educational services in MA Daarul Uluum Bantar Kemang to increase the quantity of students trough marketing mix namely; product, place, price, promotion, people, pysical evidence and processowned by MA Daarul Uluum quite management to increase the number of animo registrant learners every year. Third, the supporting factors in the marketing starategy of educational services in MA Daarul Uluum Bantar Kemang namely, the qualified educators, the geographical location of the school, are home to many activities of ektrakulikuler, directly under the auspices of the Foundation Daarul Uluum, and budgeting affordable school bugget by any other circles. Fourt, an inhibitor of factor in the marketing strategy of educational services in MA Daarul Uluum Bantar Kemang namely; the rivalry between instutions that increasingly tight, yet there are experts in the field of marketing, a very limited vehicle parking, lack of land owned by the school, and the students in out MA Daarul Uluum Bantar kemang

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.

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