Chapter 2 Phân tích môi trường marketing (analyzing the marketing environment)

2021 ◽  
Author(s):  
Dao Duy Tung
Keyword(s):  
Marketing Strategies ◽  
Customer Relationships ◽  
Changing Environment ◽  
Marketing Environment ◽  
A Company

marketing operates in a complex and changing environment. Other actors in this environment such as suppliers, intermediaries, customers, competitors, public, and others including may work with or against the company. Major environmental forces demographic, economic, natural, technological, political, and cultural shape marketing opportunities, pose threats, and affect the company’s ability to engage customers and build customer relationships. To develop effective marketing strategies, a company must first understand the environment in which marketing operates

Innovative services provided by airtel

2013 ◽  
Vol 1 (1) ◽  
pp. 144-152
Author(s):  
Suganthi D
Keyword(s):  
Marketing Strategies ◽  
Customer Relationships ◽  
Perceived Needs ◽  
Brand Marketing ◽  
Business To Consumer ◽  
The Cost ◽  
Consumer Marketing ◽  
Business To Business ◽  
A Company

Business to consumer marketing it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. Marketing is used to identify the customer, satisfy the customer, and keep the customer. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. This study was focusing towards the ―New Innovation of Airtel and its success in the Market‖. The researcher would like to conclude the study by re-emphasizing for the proper service to the customer after the sales is been made, and even the cost of the internet is also not reasonable.

scholarly journals Strategi Pemasaran Produk Olahan Hasil Perikanan pada UMKM Cindy Group

2018 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Eviet Sri Setiyorini ◽  
Bambang Pramudya Noorachmat ◽  
Muhammad Syamsun
Keyword(s):  
Marketing Strategy ◽  
External Factor ◽  
Marketing Strategies ◽  
External Factors ◽  
Raw Material ◽  
Internal Factor ◽  
Factor Evaluation ◽  
Processed Products ◽  
Internal And External Factors ◽  
A Company

Cindy Group is a company grouped as SMEs which produces boiled fish, both traditional and hygienic. Companies to keep their survival in order to survive in a competitive market, must have a strategy to attract consumers to buy their products. One of the best strategy is to evaluate and develop appropriate marketing strategies. The objectives of this research are: (1) to identify and analyze internal and external factors influencing Cindy Group marketing strategy, (2) to formulate Cindy Group marketing strategy, and (3) to prioritize Cindy Group marketing strategy. Based on internal and external factors, Cindy Group formulated strengths, weaknesses, opportunities and threats toward marketing strategy using Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE). The total score in the IFE and EFE matrices illustrated that the firm's stable position in responding to external situations. The total IFE score of 3.3436 indicated that the strengths of Cindy Group could overcome the weaknessess very well. Total EFE score of 2.5545 indicated that Cindy Group was good enough to respond the opportunities and minimize threats. Based on QSPM analysis, the priority strategy to be applied in the marketing of fishery processed products at UMKM Cindy Group which was expanding marketing network, maintaining quality, increasing sales service and increasing cooperation with related institutions and cooperatives/other SMEs in order to get raw material access.

Marketing Strategy of the Uber Company in the Global Taxi Service Aggregator Market

2021 ◽  
pp. 170-176
Author(s):  
Irina Kh. Kuchieva ◽  
Zarina Yu. Kaloeva ◽  
Sofiya S. Triandofilova
Keyword(s):  
Marketing Strategy ◽  
Global Market ◽  
Marketing Strategies ◽  
Leadership Positions ◽  
Russian Market ◽  
Technological Support ◽  
Service Portfolio ◽  
Direct Competition ◽  
A Company ◽  
Offensive Strategies

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.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

Exploration Into The Early Success Of I-Mode Product Launch

2011 ◽  
Vol 4 (2) ◽  
Author(s):  
Eric Shiu ◽  
Ayaka Hirayama
Keyword(s):  
Success Factors ◽  
Marketing Strategies ◽  
Mobile Internet ◽  
Product Launch ◽  
Research Issues ◽  
Early Success ◽  
Access Service ◽  
Leading Position ◽  
Company Representative ◽  
A Company

<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Times New Roman; font-size: small;">In Japan, i-mode was launched in February 1999 and becomes the world&rsquo;s first mobile Internet access service.<span style="mso-spacerun: yes;">&nbsp; </span>Since the launch, the product has rapidly achieved early success and continues to be the dominant force in the market, in spite of escalating challenges by late competitor-comers.<span style="mso-spacerun: yes;">&nbsp; </span>What are the key success factors of i-mode?<span style="mso-spacerun: yes;">&nbsp; </span>This study examines which factors might be more important than the others in accounting for i-mode success.<span style="mso-spacerun: yes;">&nbsp; </span>The study also probes into the trait of early diffusion and the perceived associative image of the product.<span style="mso-spacerun: yes;">&nbsp; </span>In order to address the research issues noted above, this study adopts a mixed-method approach.<span style="mso-spacerun: yes;">&nbsp; </span>First, an interview is conducted with a company representative of i-mode in order to explore conditions leading to the success of the product.<span style="mso-spacerun: yes;">&nbsp; </span>Then, a questionnaire addressing these and other possibly key conditions is administered to a sample of i-mode subscribers as respondents in Japan.<span style="mso-spacerun: yes;">&nbsp; </span>Results demonstrate that the effective manipulation of marketing strategies, particularly the product and promotion strategies, play a pivotal role throughout the six-year period from product launch to the currently leading position of i-mode in Japan&rsquo;s mobile communication market.</span></p>

Conceptual Aspects of Digital Marketing

2019 ◽  
Vol 6 (6) ◽  
pp. 12-19
Author(s):  
В. Поляков ◽  
V. Polyakov ◽  
Ирина Фомичева ◽  
Irina Fomicheva
Keyword(s):  
Industry 4.0 ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Digital Environment ◽  
Integrated Marketing ◽  
Digital Revolution ◽  
Marketing Environment ◽  
Service Oriented

The stages of evolutionary formation of digital marketing depending on the concept of the industry, stages of development of marketing and marketing environment are considered. The features of marketing tools (4p) in digital marketing are revealed. New markets of the digital revolution are presented. Digital marketing strategies in industry 4.0 are proposed in accordance with the concept of customized marketing. The features of the development of integrated marketing communications in the digital environment are highlighted. The approach of “service-oriented design” in consumer activity in digital marketing is considered.

scholarly journals Impact of marketing environment on development of hotel industry at present stage

2020 ◽  
Vol 2020 (4) ◽  
pp. 113-122
Author(s):  
Tatyana Aleksandrovna Makarova ◽  
Ekaterina Valeryevna Abakumova ◽  
Olga Viktorovna Tkachenko
Keyword(s):  
Hospitality Industry ◽  
Hotel Industry ◽  
Marketing Strategies ◽  
Present Stage ◽  
Successful Operation ◽  
Marketing Environment ◽  
Tourism Sector ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
The Impact

The article considers the problem of studying the influence of the marketing environment on the development of the hotel industry at the present stage. An overview of the global hotel market is given, the main indicators of collective accommodation facilities in the Russian Federation over 2010–2019 are illustrated. The influence of the marketing environment on the development of the hotel industry at the present stage is revealed. The marketing environment of the tourism and hospitality industry has been studied, the most optimal methods for forecasting demand for hotel services have been identified, and recommendations for creating business planning algorithms in the hotel business have been developed. Attention is drawn to the fact that the business is currently experiencing a crisis caused by the pandemic. The statistical data are provided to compare the state of the market before the pandemic and at the end of the first half of 2020. There have been considered the legislative innovations aimed at stimulating the demand for tourist services. The analysis of the marketing environment of hotels in Astrakhan is carried out. There has been studied the impact on the development of the hospitality industry of such marketing strategies as cost reduction strategy, survival strategy, strategy of maximum and minimum prices, strategy of winning the market or part of it, and innovation strategy. The results of implementing these strategies in business have been analyzed. The most of the existing marketing strategies are designed to maximize income and increase sales; in modern conditions the leading principle of the development of the hospitality industry is keeping the company in the market. For the successful operation and profitability of the hotel business it is necessary to apply combined marketing strategies that are individual for each enterprise in the tourism sector.

scholarly journals Global experience of applying marketing strategies

2021 ◽  
pp. 64-72
Author(s):  
M. Zh. Konyrbekov ◽  
I. Ketebayev ◽  
A. B. Imashev ◽  
G. I. Abayeva
Keyword(s):  
Strategic Planning ◽  
Marketing Strategy ◽  
Continuous Monitoring ◽  
Marketing Strategies ◽  
Economic Conditions ◽  
Marketing Environment ◽  
Internal Resources ◽  
External Conditions ◽  
Strategic Balance ◽  
And Control

The article discusses the world experience in the formation and development of a marketing strategy. The strategy is designed to ensure the most complete and efficient use of both the internal resources of the company and the possibilities of the external marketing environment. At the same time, any successful strategy is based on continuous monitoring of the market in order to promptly respond to changing conditions. Thus, in order to maintain and increase the company's share in the market, it is important not only to have a competent marketing strategy, but also to diversify it immediately when economic conditions change. The main criterion for choosing strategies for the enterprise is the use of internal capabilities, depending on the emerging external conditions. The most important role in solving the strategic tasks of the organization is played by strategic planning, which refers to the process of developing and maintaining a strategic balance between the goals and capabilities of the organization in a changing market environment. The purpose of strategic planning is to determine the most promising areas of the organization's activities that provide the highest income at the lowest cost. “Strategic planning is an integral part of the broader concept of “strategic management”. In management, four of its generalized functions are usually distinguished – planning, organization, motivation and control”.

scholarly journals Using the Mathematical Model on Precision Marketing with Online Transaction Data Computing

2021 ◽  
Vol 2021 ◽  
pp. 1-7
Author(s):  
Jun Wu ◽  
Li Shi ◽  
Guangshu Xu ◽  
Yu-Hsi Yuan ◽  
Sang-Bing Tsai ◽  
...  
Keyword(s):  
Mathematical Model ◽  
Performance Comparison ◽  
Marketing Strategies ◽  
Transaction Data ◽  
Recommendation Algorithms ◽  
Decision Making System ◽  
Data Source ◽  
The Mathematical Model ◽  
A Company ◽  
Real World Problems

In this paper, a decision-making system for precision marketing is presented to deal with real-world problems based on real e-business data collected in a company in Beijing. During the data preprocessing, the authors conducted a cleaning course to make sure the data to be analyzed in the latter part of the paper were credential. Based on the processed data, the authors analyzed consumer purchasing behaviors using three classic recommendation algorithms and made a performance comparison of the three algorithms. At the end of this paper, the authors proposed a series of precision marketing strategies which had been adopted by the data source company and had been proved to be effective in improving the performance.

scholarly journals Mantiqueira: innovating and disrupting in the egg business

2020 ◽  
pp. 1-24
Author(s):  
Marcos Fava Neves ◽  
Allan Wayne Gray ◽  
Carlos Eduardo Lourenço ◽  
Francisco Albert Scott
Keyword(s):  
Graduate Students ◽  
Food Industry ◽  
Marketing Strategies ◽  
Sustainable Growth ◽  
Business Strategies ◽  
Capital Investments ◽  
Food Markets ◽  
Food Industries ◽  
Use Of Data ◽  
A Company

Consumers’ shifting tastes have made sustainable growth for firms in the food industry increasingly difficult. Scholars and industry practitioners constantly try to develop business strategies to deal with disruptions in modern food markets. This case uses Brazilian company Mantiqueira as an example of how a company can adopt demand-driven innovation and embrace disruption to aid its sustainable growth over the years. We follow the success of Mantiqueira in the market of eggs, from its humble beginnings until its dominance in the Brazilian market. With the use of data, the case (1) shows the current challenges faced by Mantiqueira and (2) asks readers to participate in the next round of decisions that Mantiqueira will have to make in order to hold its market share. This case is intended for use with graduate students and professionals in the agribusiness and food industries. It can be used to develop competencies associated with decision making for agribusiness firms, particularly for those faced with changes in the demand side that require new marketing strategies and capital investments.

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