scholarly journals Influence of Marketing Strategies on the Performance of SMEs: Evidence from Abuja SMEs

2021 ◽  
Vol 4 (1) ◽  
Author(s):  
Hindu Jibril Amin ◽  
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Positive Relationship ◽  
Marketing Strategies ◽  
Business Success ◽  
Place Marketing ◽  
Scholarly Work ◽  
Inclusive Business ◽  
Product Strategies ◽  
The Impact

Marketing strategy has been an operational focus and a method for achieving an all-inclusive business success. The aim of this scholarly work was to determine the influence of marketing strategies on the performance of SMEs in Abuja. Specifically, the objectives selected to achieve the aim of the study were to examine the influence of promotion marketing strategy on the business performance, assess the impact of price marketing strategy on the business performance of SMEs, determine the influence of place marketing strategy on business performance of SMEs, evaluate the effect of product marketing strategy on the business performance of SMEs in Abuja. Sample size of 339 was drawn from a population of 2825 which comprised of all the SMEs in Abuja registered by SMEDAN. Regression analysis was used and results presented in tables and figures. The findings obtained revealed that the most adopted marketing strategy was product strategy which contributed the most to the model. There was a positive relationship between the study variables,( promotion, pricing, place and product strategies), implying that the application of marketing strategies positively influenced SME performance in Abuja. The research concluded that the performance of SMEs in Abuja was positively influenced by marketing strategies. Recommendations were made which stated that SMEs should produce quality products, charge equitable price, position suitably, and promote extensively to the final consumers.

scholarly journals Influence of Marketing Strategies on the Performance of SMEs: Evidence from Abuja SMEs

2021 ◽  
Author(s):  
Hindu Jibril Amin
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Positive Relationship ◽  
Marketing Strategies ◽  
Business Success ◽  
Place Marketing ◽  
Scholarly Work ◽  
Inclusive Business ◽  
Product Strategies ◽  
The Impact

Marketing strategy has been an operational focus and a method for achieving an all-inclusive business success. The aim of this scholarly work was to determine the influence of marketing strategies on the performance of SMEs in Abuja. Specifically, the objectives selected to achieve the aim of the study were to examine the influence of promotion marketing strategy on the business performance, assess the impact of price marketing strategy on the business performance of SMEs, determine the influence of place marketing strategy on business performance of SMEs, evaluate the effect of product marketing strategy on the business performance of SMEs in Abuja. Sample size of 339 was drawn from a population of 2825 which comprised of all the SMEs in Abuja registered by SMEDAN. Regression analysis was used and results presented in tables and figures. The findings obtained revealed that the most adopted marketing strategy was product strategy which contributed the most to the model. There was a positive relationship between the study variables,( promotion, pricing, place and product strategies), implying that the application of marketing strategies positively influenced SME performance in Abuja. The research concluded that the performance of SMEs in Abuja was positively influenced by marketing strategies. Recommendations were made which stated that SMEs should produce quality products, charge equitable price, position suitably, and promote extensively to the final consumers.

scholarly journals Hotel Marketing Strategy in Biak Papua to Survive During the Covid-19 Pandemic

2021 ◽  
Vol 4 (2) ◽  
pp. 319
Author(s):  
Andi Sahat Maasi Sigalingging ◽  
Dominggus Rudolf Leiwakabessy
Keyword(s):  
Marketing Strategy ◽  
Online News ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Service Companies ◽  
Analytical Strategies ◽  
Almost All ◽  
Product Strategies ◽  
The Impact ◽  
Hotel Marketing

 The pandemic has paralyzed global tourism. In Biak Papua, the impact of the pandemic on the tourism industry is enormous. Almost all hotels stop operating, even if one is open, that also opens up for the quarantine of Covid sufferers. This article examines the condition of hotels in Biak and the survival marketing strategies adopted during the outbreak. This research uses a descriptive qualitative approach using in-depth interviews and literature studies on books, scientific journals, and online news. This study focuses on Basana Inn and Manna Inn, on the grounds of the level of representation of the Jasmine Hotel and customer types. The research results show that the impact of the pandemic has resulted in almost empty hotel occupancy. The strategy carried out is almost the same, namely by terminating employees permanently and temporarily, limiting the use of hotel facilities, spending efficiency, selling non-room products online, and refusing to refund bookings by changing visit schedules. During the Covid 19 pandemic, a marketing strategy is very important to do. In obtaining optimal results, strategies in marketing are carried out which have a very broad scope, including analytical strategies to face competition, price strategies, product strategies, service strategies and so on. The Covid 19 outbreak has given service companies a sense of worry or discomfort, especially the Basana Inn Hotel which is engaged in accommodation services. Seeing the results of the identification of problems in this study, researchers are interested in researching the title "Hotel Marketing Strategies in Biak Papua to Survive the Covid-19 Pandemic." The purpose of this research is to find out and analyze the most appropriate strategy in the Covid 19 Pandemic situation.

scholarly journals PROFESSIONAL MARKETING SERVICES FOR BUSINESSES THAT OFFER THE SERVICE

2019 ◽  
Vol 31 (6) ◽  
pp. 2041-2045
Author(s):  
Erblina Pira
Keyword(s):  
Public Relations ◽  
Marketing Strategy ◽  
Market Research ◽  
Marketing Strategies ◽  
Professional Service ◽  
Business Success ◽  
Goods And Services ◽  
Service Companies ◽  
The Impact ◽  
Potential Customers

The heart of business success extends to its marketing. Many aspects of business depend on successful marketing. Marketing is known as an action or business of promoting and selling goods and services, including market research and advertising. The overall marketing umbrella covers advertising, public relations, and how the service is presented and promoted to potential customers. This study will be conducted in order to examine with respondents what the impact of proper marketing could be on their buying choices. Data processing and analysis is expected to show that developing a good marketing strategy affects the profit growth of the company and that professional service companies do not apply proper marketing strategies.

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.

scholarly journals Green Marketing Strategy as a Sustainable Solution to Tourism Development in Vietnam

Webology ◽  
2021 ◽  
Vol 18 (Special Issue 04) ◽  
pp. 116-132
Author(s):  
Hoang Phuong Nguyen ◽  
Viet Duc Bui
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Marketing Strategy ◽  
Corporate Reputation ◽  
Business Performance ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Corporate Social ◽  
The Relationship

The study conducted a theoretical review and review of previous studies shows that the research gap is the correlation between social responsibility factors, green marketing strategy, corporate reputation and business performance. The practical context of the tourism service industry in Vietnam is also necessary and suitable for research. The study's overall objective is to propose and test a model on the relationship between corporate social responsibility, green marketing strategy, corporate reputation, and business performance. In the case of the study, it is a travel service business in Ho Chi Minh City. The research methodology of the research is a mixed-method, performed sequentially as follows: the first qualitative research through interviews with 10 experts to consider the necessity of the research problem in Vietnam, to adjust and supplement the scales for research concepts; Quantitative research with a questionnaire survey. According to the quota principle (quota), the sample was selected with a sample size of 218 travel companies to test the proposed theoretical research model. A second qualitative study was performed to aid the interpretation of the results from quantitative data analysis. Research results have identified stakeholders in the tourism industry, including tourists, travel businesses, local authorities and local people. The relationships between research concepts are confirmed, including corporate social responsibility, green marketing strategies that have a positive impact on corporation reputation, corporate social responsibility is found to have a positive impact on green marketing strategies, corporate social responsibility, green marketing strategies, and corporate reputation all have positive effects on business results. At the same time, the enterprise's characteristics in terms of the main type of business and the size of the business are identified as having differences in the relationship between research concepts.

scholarly journals The Influence of Marketing and Production Factor on Troso Weaving Cloth

2019 ◽  
Vol 8 (2) ◽  
pp. 189-199
Author(s):  
Khasan Setiaji ◽  
Rifalatul Umi
Keyword(s):  
Marketing Strategy ◽  
Random Sampling ◽  
Business Performance ◽  
Small And Medium Enterprises ◽  
Descriptive Analysis ◽  
Production Factor ◽  
Independent Variables ◽  
Medium Enterprises ◽  
The Impact

The business performance is influenced by various factors such as marketing strategy and production factor. Both have important roles to improve business performance. However, the number of Troso weaving cloth decreased gradually from 2013 up to 2016. This study aims at knowing the impact of marketing strategy and production factor to the performance of small and medium enterprises on Troso weaving cloth simultaneously and partially.  The population was 180 owners of Troso weaving cloth with the sample of 64. The sample was determined by using proportionate random sampling. Then, the variables for this study consist of independent variables that are marketing strategy (X1) and production (X2) factor; and dependent variable that is business performance (Y). Based on the percentage descriptive analysis. The marketing strategy variable has influence as many as 73% with good category, while the production factor influences business performance, 61% with the moderate category. This study has found that marketing strategy and production factor have positive and significant impact partially and simultaneously to the business performance of small and medium enterprises on Troso weaving cloth.

scholarly journals Strategies of Green Marketing as tool of Competitive Advantage

2019 ◽  
Vol 7 (2) ◽  
pp. 257-265
Author(s):  
Arslan Afzal Ansari ◽  
Muhammad Waqas Ameer ◽  
Lubna Tabbassum
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Great Increase ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Basic Tool ◽  
The Impact

This paper aims to find out the impact of green marketing strategies as tool of competitive advance for the firm. Green marketing is a basic tool and marketing strategy to get competitive advantage on other firms in the market. The firms which are going green are enjoying high returns and a great increase in their profits. Moreover these firms also have competitive advantage on other firms in the market.

Implementing capabilities-based quality management and marketing strategies to improve business performance

2016 ◽  
Vol 33 (8) ◽  
pp. 1124-1137 ◽  
Author(s):  
Satish Mehra ◽  
Joshua T. Coleman
Keyword(s):  
Quality Management ◽  
Marketing Strategy ◽  
Organizational Performance ◽  
Management Practices ◽  
Retail Banking ◽  
Marketing Strategies ◽  
Content Type ◽  
Quality Management Practices ◽  
Study Results ◽  
The Impact

Purpose The purpose of this paper is to study the impact of successfully coordinating infrastructural capabilities, such as technology, and structural capabilities, such as people, on the performance of service businesses. Effective coordination of these two types of capabilities is shown to impact the implementation of quality management practices and the design of marketing strategy, both of which when utilized properly, lead to enhanced organizational performance. Design/methodology/approach The authors surveyed retail banking firms for this study to analyze empirical data on infrastructural and structural capabilities. Results were corroborated on the basis of in-depth interviews with several banking managers to provide real world verification of the findings. Findings Results indicate that both infrastructural and structural capabilities positively impact the design of marketing strategy, while only structural capabilities impact the implementation of quality management practices. Both, successfully implemented quality management ideals and a well-designed marketing strategy, are shown to enhance overall organizational performance. Research limitations/implications Research was conducted on a specific sector of the service industry, the banking sector. Also, the relatively small size of the study sample may have impacted the outcome of research applicability in some large businesses. Continuously emerging financial regulations could not be incorporated in the study. On the positive side, strong managerial feedback provides guidance toward adopting the study results, and lays the foundation for future research. Originality/value As today’s rapidly evolving society pushes people out of service encounters, replacing them with efficient and cost-saving technology, roles of both the people and the technology in an organization must be fully understood. This paper shows that, despite the exponential growth of technological innovation, both people and technology are critical to enhancing organizational performance through sound quality management practices and supportive marketing strategies.

Effect of Necessary Factors for Deploying E-Business Models on Business Performance in Automotive Industry

2013 ◽  
Vol 4 (1) ◽  
pp. 44-56 ◽  
Author(s):  
Mohsen Shafiei Nikabadi ◽  
Laya Olfat ◽  
Ahmad Jafarian ◽  
Hassan Alibabaei Khamene
Keyword(s):  
Performance Evaluation ◽  
Automotive Industry ◽  
Business Performance ◽  
Positive Relationship ◽  
Business Models ◽  
Competitive Advantages ◽  
Key Factors ◽  
Performance Effect ◽  
Confirmatory Factor ◽  
The Impact

The main goal of this article is to survey effects of necessary factors for deploying e-business models on business performance in automotive industry. Today, application of information technology and internet in business is turned to a critical tool to gain competitive advantages in business. The impact of e-businesses is so that changed competitive approach between companies from traditional to modern models. In this study, first, necessary key factors of implementing e-business in automotive industry are identified. Then different aspects of performance evaluation in automotive industry are recognized. After identifying the different aspects of e-business and business performance, effect of necessary aspects for implementing e-business on business performance are studied. Recognition of different aspects in the field of study is based on confirmatory factor analysis and then type of each determined aspects with business performance is surveyed using correlation analysis. Findings of this study shows positive relationship between necessary aspects of implementing e-business on both aspects of operational and general indexes of business performance evaluation.

scholarly journals The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy

2019 ◽  
Vol 23 (1) ◽  
pp. 3-24
Author(s):  
Mohammad Taherdangkoo ◽  
Beikpour Mona ◽  
Kamran Ghasemi
Keyword(s):  
Marketing Strategy ◽  
Structural Equation ◽  
Environmental Concern ◽  
Customer Segmentation ◽  
Influential Factors ◽  
Marketing Strategies ◽  
Competitive Intensity ◽  
Content Type ◽  
Adoption And Implementation ◽  
The Impact

Purpose This paper aims to highlight a model of industry drivers (industries’ environmental reputation and competitive intensity) that affect the sustainability marketing strategy segmentation, targeting and positioning based on customers’ environmental concern and explore the circumstances under which such a strategy affects performance. Design/methodology/approach The authors examined 64 Iranian export companies, which adopted sustainability marketing strategies across seven different industries. Achieved data are analyzed using a structural equation model methodology. Findings The results indicate that industries’ environmental reputation is positively related to the sustainability marketing strategies based on customers’ environmental concern and leads to superior financial and market performance. They also posit that competitive intensity has no significant effect on sustainability marketing strategies. Research limitations/implications This study specifically examines the impact of industry drivers on sustainability marketing strategy and performance. Logically, there might be other factors affecting the sustainability or other value dimensions that are not addressed in this study. Practical implications This paper provides some understanding of how organizations strength their sustainability marketing strategy, and they have to consider what factors to adopt such strategy. This paper also facilitates a better understanding of the customers’ needs and concern as a factor influencing sustainability marketing strategy adoption and implementation. Identifying the customer segmentation and market targeting based on the industry’s environmental can lead to the business will normally tailor the marketing mix (4Ps) with the needs and expectations of the target in mind. Originality/value This paper strengthens the effect of environmental concern of customer to understand what influences the success of the sustainability marketing adoption and implementation by investigating the most influential factors such as industries’ environmental reputation and competitive intensity.

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