MARKETING RESEARCH AND SWOT ANALYSIS OF TOURISM MARKET IN IMERETI REGION

2018 ◽  
Author(s):  
M. S. Lominashvili-Pruidze ◽  
M. E. Akhvlediani ◽  
T. E. Gugeshashvili
Keyword(s):  
Swot Analysis ◽  
Marketing Research

scholarly journals ENTERPRISE SALES MANAGEMENT BASED ON THE USE OF THE ISHIKAWA CHART

2021 ◽  
Author(s):  
Serhii Ivanov
Keyword(s):  
Swot Analysis ◽  
Structural Model ◽  
Sales Management ◽  
Marketing Research ◽  
Oriented Graph ◽  
Cognitive Map ◽  
Fuzzy Cognitive Map ◽  
Target Market ◽  
Management Process ◽  
Swot Matrix

Marketing research at an enterprise is carried out by marketing units in order to determine a possible increase in the marketing activity of the enterprise. To identify the strengths and weaknesses of the sales management of the enterprise, the SWOT-analysis method was applied. A matrix of SWOT analysis of company's sales activity was built, which forms squares in the form of a combination of the following factors: "Strengths-Opportunities" (SO), "Strengths-Threats" (ST), "Weaknesses-Possibilities" (WO), "Weaknesses-Threats" (WT). The most significant intersections of the SWOT matrix factors of the analysis were analyzed, and it was proposed to use four types of strategies on their basis. To formalize cause-and-effect relations Ishikawa diagram was used. In the constructed diagram, the sales activity of the enterprise depends on 5 main groups of characteristics. It is suggested the management of sales activities of the enterprise based on the expansion of the target market, which is characterized by factors (linguistic variables) competitive environment (T1), market segmentation (T2), quality of advertising (T3), digital marketing (T4), product quality (T5) and sales activity (T6). Due to the great uncertainty of the factors influencing sales activities, a solution to the problem of sales management is proposed, which is based on the representation of the system in the form of a fuzzy cognitive map. Establishing links between input (T1,…, T5) and output (T6) vertices allows you to build a fuzzy cognitive map of the sales management process of the enterprise, in the form of an oriented graph based on the adjacency matrix. In the constructed model of the oriented graph all actions of factors (vertices) on each other are in an interval [0; 1]. Therefore, this model is presented as a structural model of the sales management process of the enterprise. It is concluded that a more accurate model can be constructed by giving the arcs of the oriented graph numerical values (weights). The weight of the arcs is interpreted as the force of influence of the factor, and the sign can be both positive (increase in influence) and negative (decrease in influence).

Social Marketing’s Strengths, Weaknesses, Opportunities, and Threats (SWOT): A Commentary

2019 ◽  
Vol 25 (4) ◽  
pp. 231-242 ◽  
Author(s):  
Sameer Deshpande
Keyword(s):  
Social Marketing ◽  
Swot Analysis ◽  
Marketing Research ◽  
Research And Practice ◽  
Key Stakeholders ◽  
Past Half Century ◽  
Boundary Definition ◽  
Or Practice ◽  
Definition Of

Background: Over the past half century, social marketing has come into its own, both as a discipline and a practice, for creating positive social outcomes. However, as the operating environment continues to evolve, the role of social marketing in the change landscape requires consideration. Focus of the article: In this article, the author presents a commentary on the present and future role of social marketing research and practice through the lens of a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Topics discussed in the analysis include the boundary definition of social marketing, modalities of practice, sources of funding, the complexity of target issues, and professional standing and competition. Importance to the social marketing field: Critical analysis of social marketing research and practice can assist to maintain and grow its relevance and adoption among key stakeholders. Recommendations for Research or Practice: Several recommendations are made for addressing the issues identified in the SWOT analysis. These include conscious effort to market social marketing; clarify the concept of audience orientation when designing social marketing solutions; address specific research questions that produce academic and managerial insights; utilize corporate partnerships creatively; offer social marketing course to retain accreditation of professions such as marketing, public health, environmental studies, or public administration; and, encourage documentation of initiatives. Limitations: The discussion presented here is based purely on opinions and experience of the author.

scholarly journals Tools for innovation strategies

2020 ◽  
Author(s):  
Alina Ozdoeva ◽  
Denis Seleznev
Keyword(s):  
Swot Analysis ◽  
Oil And Gas ◽  
Marketing Research ◽  
Optimal Solution ◽  
Optimal Method ◽  
Company Strategy ◽  
Starting Point ◽  
Monitoring And Forecasting ◽  
Group A ◽  
Development Plans

The current article is devoted to search tools for determining the optimal solution and forming the optimal company strategy for small innovative companies in the business innovation environment of the oil and gas complex. The main area of research in the article is the reasons for the difficulties of innovative Russian entrepreneurship and its entry into the domestic market and work in this market. We also consider tools such as SWIFT-analysis of assessment and forecasting of the company's performance, the portfolio model of BCG (Boston consulting group), a multi-factor matrix for selecting strategies for the most effective planning of the company's activities, as an improved version of the Arthur D. Little model. At the same time, the study revealed that a wider range of project and strategic opportunities for planning and managing a company is formed by the production and economic matrix using SWOT analysis. Thus, based on this study, the following recommendations were formulated for beginning entrepreneurs and developers in the field of innovation: take into account and apply the strategy for small innovative enterprises according to the SWOT analysis for monitoring and forecasting upcoming events (production or economic); use marketing research tools, as well as forms for planning a product plan for the life of the company; take into account that the forecast should be based on strategic analysis, using the optimal method for specific goals, and be the starting point for developing new models and business development plans.

scholarly journals Сompany’s sales simulation based on the use of SWOT analysis and Ishikawa charts

2019 ◽  
Vol 65 ◽  
pp. 04018
Author(s):  
Sergey Ivanov
Keyword(s):  
Swot Analysis ◽  
Sales Management ◽  
Marketing Research ◽  
Marketing Activity ◽  
Analysis Method ◽  
Cause And Effect ◽  
Ishikawa Diagram ◽  
Simulation Based ◽  
Swot Matrix ◽  
Matrix Factors

Marketing research at an enterprise is carried out by marketing units in order to determine a possible increase in the marketing activity of the enterprise. To identify the strengths and weaknesses of the sales management of the enterprise, the SWOT-analysis method was applied. A matrix of SWOT analysis of company’s sales activity was built, which forms squares in the form of a combination of the following factors: “Strengths-Opportunities” (SO), “Strengths-Threats” (ST), “Weaknesses-Possibilities” (WO), “Weaknesses-Threats” (WT). The most significant intersections of the SWOT matrix factors of the analysis were analyzed, and it was proposed to use four types of strategies on their basis. To formalize cause-and-effect relations Ishikawa diagram was used.

scholarly journals The capital of Ukraine as a perspective market of inbound tourism

2018 ◽  
Keyword(s):  
Swot Analysis ◽  
Marketing Research ◽  
Tourism Industry ◽  
Sources Of Information ◽  
Market Creation ◽  
Demographic Indicators ◽  
Inbound Tourism ◽  
Challenges And Opportunities ◽  
World Class ◽  
Tourism Activity

The article analyzes the inbound and domestic tourism market of the capital of Ukraine Kyiv as a priority target audience of consumers of the all-Ukrainian tourist product. The subject of research of the article is the capital of Ukraine as a perspective market of inbound tourism. The main goal of this article is to research the Kyiv tourist market in the context of the development and implementation of tourism strategies of Ukraine as a whole, as well as other Ukrainian cities. In addition, it is important to analyze the foreign visitors and their behavior for more systematic work on the development of the tourism industry in the country. Another part is to determine the preferences of internal Kyiv tourists, which must necessarily be taken into account when creating target tourism products for the citizens of Kyiv. The objectives are to analyze the features of railway and aviation communication between Kyiv and other countries, to research the dynamics of statistical indicators, as well as the results of economic activity of tourism industry subjects of the city of Kyiv, to represent the results of marketing research of the socio-demographic indicators of foreign and domestic visitors of the capital, their goals of travel, terms of stay, sources of information about Kyiv and the amount of travel expenses. The result of the research is the SWOT-analysis of Kyiv in terms of the tourist attractiveness, challenges and opportunities of the capital. The conclusions are the main recommendations for subject of tourism activity of Kyiv for increasing the tourist flows to Kyiv, namely: improving of the image of the capital and neutralizing the reputation of a dangerous city; clear targeting of the consumer market; creation of a competitive tourist product for certain categories of tourists; holding a large number of world-class events in the capital; training of Chinese-speaking guides as well as personnel of service facilities; promotion of accommodations to get official category; legalization of the casino as a significant factor in increasing of the tourist attractiveness of the destination; creation of convenient public transport logistics and navigation in three languages (Ukrainian, English, Chinese); improvement of amenities; establishment of infrastructure for active recreation, people with disabilities and for children.

scholarly journals ESTIMATION THE ECONOMIC AND ENVIRONMENTAL BRAND OF ENTERPRISE AT THE MARKET OF CLEANSERS OF UKRAINE

2021 ◽  
Author(s):  
Alla Ternova ◽  
Alexey Verinikin ◽  
Οlexandra Yevtushenko
Keyword(s):  
Business Processes ◽  
Swot Analysis ◽  
Marketing Research ◽  
Environmentally Friendly ◽  
Economic Incentives ◽  
Current State ◽  
Consumer Benefits ◽  
Responsible Consumption ◽  
Development Goals ◽  
General Scientific

The object of the research is the assessment of the economic and ecological brand of the enterprise for the introduction of environmentally friendly detergents on the Ukrainian market. One of the most problematic areas is the formation of responsible consumption, or smart consumption. Responsible consumption is ranked 12 on the list of 17 Global Sustainable Development Goals identified by the United Nations. Responsible consumption forms social consciousness regarding the consumption of environmentally friendly washing products, which is the basis for assessing the ecological brand of an enterprise on the Ukrainian market. The analysis of the current state of the market for environmentally friendly detergents in Ukraine is carried out. The main characteristics of the assessment of quality, safety, environmental assessment, the formation of the competitiveness of detergents in business processes have been determined. In the course of the research, general scientific and special research methods were used. The stages of modeling the process of stimulating environmentally friendly production at the public level have been determined, which, in contrast to the existing ones, provides for the use of financial and economic incentives. These stages include planning the development and introduction into production of new synthetic detergents. And also the development of an ecological strategy for the manufacture of environmentally friendly Synthetic Detergents of the enterprise, which includes marketing research, determination of consumer benefits, positioning of the enterprise brand in the Ukrainian market, justification of expanding the range of Synthetic Detergents, planning the promotion of Synthetic Detergents. To implement them, a SWOT analysis method is proposed to identify the strengths and weaknesses of the company «DE LA MARK» LLC. Thanks to this method, it is possible to qualitatively control monitoring of the needs and likings of consumers. In comparison with similar known methods, the proposed approaches make it possible to modify the production and management of a given enterprise.

scholarly journals Analysis of the Modern Condition of Tourism in the Kyrgyz Republic

2017 ◽  
Author(s):  
Anara Kamalova
Keyword(s):  
Customer Service ◽  
Swot Analysis ◽  
Marketing Research ◽  
Kyrgyz Republic ◽  
Tourist Behavior ◽  
Low Level ◽  
Tourism Marketing ◽  
Tourism Sector ◽  
Using Data ◽  
Tourism Services

The theoretical issues of tourism marketing, modern methods of tourism promotion on the market, as well as the main questions of success marketing research of tourism services in general, and for consumers in particular are covering in this article. Materials of marketing research of tourism in Kyrgyzstan by using data from tourists’ survey, who rest in Issyk-Kul during the summer season in 2016 also are analyzing. The results of marketing research of tourist behavior as the consumers are summarizing by identifying positive and negative reviews, as well as investigating the activities of the main competitors, operating in the tourism sphere in Kyrgyzstan, preparing SWOT-analysis. The main reasons for the low level of the tourism sector in the country's GDP is also identifying, as well as the low level of development of tourism logistics and customer service. Based on the above mentioned materials at the end in the article the problems and ways to improve are emphasizing. The ways to further improve the service and leisure for the travelers and the main directions of further development of tourism as a business in the Kyrgyz Republic are identifying.

D-test: A New Test for Analyzing Scale Invariance Using Symbolic Dynamics and Symbolic Entropy

Methodology ◽  
2011 ◽  
Vol 7 (3) ◽  
pp. 88-95 ◽  
Author(s):  
Jose A. Martínez ◽  
Manuel Ruiz Marín
Keyword(s):  
Symbolic Dynamics ◽  
Scale Invariance ◽  
Rating Scales ◽  
Rating Scale ◽  
Marketing Research ◽  
Response Patterns ◽  
Measurement Scales ◽  
Improve Measurement ◽  
Entropy Measures ◽  
The Difference

The aim of this study is to improve measurement in marketing research by constructing a new, simple, nonparametric, consistent, and powerful test to study scale invariance. The test is called D-test. D-test is constructed using symbolic dynamics and symbolic entropy as a measure of the difference between the response patterns which comes from two measurement scales. We also give a standard asymptotic distribution of our statistic. Given that the test is based on entropy measures, it avoids smoothed nonparametric estimation. We applied D-test to a real marketing research to study if scale invariance holds when measuring service quality in a sports service. We considered a free-scale as a reference scale and then we compared it with three widely used rating scales: Likert-type scale from 1 to 5 and from 1 to 7, and semantic-differential scale from −3 to +3. Scale invariance holds for the two latter scales. This test overcomes the shortcomings of other procedures for analyzing scale invariance; and it provides researchers a tool to decide the appropriate rating scale to study specific marketing problems, and how the results of prior studies can be questioned.

Sign in / Sign up

Export Citation Format

Share Document