scholarly journals The TNC Marketing Strategy – Balance of the Global and the Local

2020 ◽  
Vol 10 (513) ◽  
pp. 434-442
Author(s):  
Y. I. Shevchenko ◽  
Keyword(s):  
Life Cycle ◽  
Marketing Strategy ◽  
Product Life Cycle ◽  
Business Processes ◽  
Adaptive Strategy ◽  
Global Scale ◽  
Marketing Strategies ◽  
Goods And Services ◽  
Effective Saturation ◽  
Management Functions

Competitiveness of enterprises in the international market of goods and services is one of the main trends in the development of the world economy. In order to preserve and strengthen their competitive advantages, transnational corporations (TNC) are forced to reconsider sometimes conservative approaches to the development and implementation of marketing strategies. The article is aimed at studying the theoretical and practical aspects of the formation of TNC marketing strategies, analyzing the factors that influence the choice and substantiation of these strategies in the context of uncertainty of the global environment. TNC do not use only global or transnational marketing strategy. For the most part, compromise approaches prevail, which can be conventionally defined as standardized adaptation. Reducing the product life cycle (PLC), the use of synchronous expansion of national markets provide TNC leadership on a global scale. Finding the best time to enter foreign markets, rationalizing of marketing strategies and prioritizing the use of marketing mix tools at each stage of the international life cycle is the key to the success of TNC in the competitive struggle for international and national markets. For all TNC, the problem of marketing strategy efficiency remains the main one. Each company experiences a discussion on global and adaptive strategy in different periods of its life cycle. The combination of global thinking and local implementation according to the needs of the market, building a new level of relationships with partner (manufacturer, supplier, consumer, etc.), business processes management and integration of management functions with effective saturation with digital solutions and innovations is not an easy but effective formula for the success of TNC marketing strategies.

The Quality Data Model of Product Lifecycle and Base Application in Electronic Components Industry

2014 ◽  
Vol 635-637 ◽  
pp. 1948-1951
Author(s):  
Yao Guang Hu ◽  
Dong Feng Wu ◽  
Jing Qian Wen
Keyword(s):  
Life Cycle ◽  
Data Analysis ◽  
Data Model ◽  
Product Life Cycle ◽  
Business Processes ◽  
Quality Data ◽  
Electronic Components ◽  
Product Lifecycle ◽  
Related Data ◽  
Base Application

On the basis of the electronic components business processes and the analysis of the quality data related, a model based on the object entity of the product life cycle is proposed. Object entity as the carrier of the related data this model mergers and reorganizes the related business, meanwhile links the entity through the revolved information of the quality data model thus achieving the integrity of the business in both time and space. This data model as the basis, can effectively realize the integration and sharing of quality data, facilitates the quality data analysis and quality traceability, and improve the capabilities of quality data management for the enterprise.

Interoperable Process Engineering System for Collaborative Optimization of Product Life-Cycle

2014 ◽  
pp. 166-191 ◽  
Author(s):  
Alberto Armijo ◽  
Mikel Sorli
Keyword(s):  
Life Cycle ◽  
Information Systems ◽  
Data Management ◽  
Product Life Cycle ◽  
Process Management ◽  
Business Processes ◽  
Collaborative Optimization ◽  
Market Conditions ◽  
Product Life ◽  
Business Agility

Most of the industrial organizations, including SMEs, need to quickly react and adapt to the changing market conditions imposed by globalization, such as new sustainability directives or new type of customers. The fulfillment of these requirements on time is a must so as to remain competitive in the global markets. Since data management information systems are already present in almost all the corpus of industrial enterprises as custom developments or standard PLM solutions, the natural technical evolution that aims to provide an effective answer to these changing market conditions comprises the shifting from a data management perspective towards a process management view. Hence, the challenge is how to manage business processes that build upon existing information systems so as to encourage business agility, efficiency, and interoperability. The proposed approach roots on the Business Process Management (BPM) discipline and leverages process optimization through the systematic modeling and reengineering of business processes accompanied by supporting interoperable and configurable eco-services, which are conceived as sustainability-aware services designed to optimize some aspects of the product life-cycle through eco-constraints management.

scholarly journals The research results of the competitive capacity of enterprises’ formation through marketing strategies

2021 ◽  
Vol 47 (1) ◽  
pp. 15-20
Author(s):  
I. Mosiichuk ◽  
K. Kashchuk
Keyword(s):  
Marketing Strategy ◽  
Product Line ◽  
Marketing Strategies ◽  
Matrix Analysis ◽  
Maximum Effect ◽  
Goods And Services ◽  
The Matrix ◽  
New Business ◽  
Marketing Analysis ◽  
Market Niche

The article points out that without a developed and functioning marketing strategy, an enterprise engaged in the production of any goods or services will not be able to withstand competition, to act effectively in accordance with market requirements. Creating a new business, merging and acquiring, developing a new market niche, narrowing or expanding the product line, choosing suppliers and partners – all these and many other decisions are made within the marketing strategy. Marketing itself is defined as the management of development, production and sale of goods and services demanded by society carries a systematic approach to solving problems of obtaining the maximum effect from sales with minimal and commercial risks. It is also stated that one of the most common methods is matrix analysis of the business portfolio. In order to assess the the company’s competitiveness, the author used the McKinsey matrix. The matrix built by the consulting firm for General Electric is considered in part. The characteristic and marketing alternatives of strategic zones on the given matrix are given. Formation peculiarities of competitive positions at researched enterprises in the kitchen market with the help of marketing strategies are revealed. As a result of the scientific researches problem’s analysis the author has come to a conclusion that both investigated firms-competitors are in a zone of selective development. While choosing a marketing strategy, it is necessary to focus on the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; the market orientation of activity (in relation to consumers and competitors) is defined, and also on need of the further scientific researches of a problem.

A Stochastic Approach to Product-Driven Supply Chain Design

2015 ◽  
pp. 82-121 ◽  
Author(s):  
Khaoula Besbes ◽  
Hamid Allaoui ◽  
Gilles Goncalves ◽  
Taicir Loukil
Keyword(s):  
Supply Chain ◽  
Life Cycle ◽  
Product Life Cycle ◽  
Business Processes ◽  
Stochastic Approach ◽  
Supply Chain Design ◽  
Programming Approach ◽  
Uncertain Information ◽  
Two Phase ◽  
Product Life

Supply chain is an alliance of independent business processes, such as supplier, manufacturing, and distribution processes that perform the critical functions in the order fulfillment process. However, the discussions in marketing and logistic literature universally conclude that it would be desirable to determine the life cycle of products in the firm, as they have a great impact on appropriate supply chain design. Designing a supply chain effectively is a complex and challenging task, due to the increasing outsourcing, globalization of businesses, continuous advances in information technology, and product life cycle uncertainty. Indeed, uncertainty is one of the characteristics of the product life cycle. In particular, the strategic design of the supply chain has to take uncertain information into account. This chapter presents a two-phase mathematical programming approach for effective supply chain design with product life cycle uncertainty considerations.

scholarly journals The utilisation of the product life cycle concept in South African banks dealing with mortgage products and markets

2005 ◽  
Vol 5 (1) ◽  
Author(s):  
F. J. Herbst ◽  
M. Steyn
Keyword(s):  
Life Cycle ◽  
South African ◽  
Product Life Cycle ◽  
Marketing Strategies ◽  
Decision Makers ◽  
High Likelihood ◽  
Important Conclusion ◽  
Product Life ◽  
Marketing Decision ◽  
Product Decision

The purpose of the study as demarcated in this article was to test the use of the product life cycle concept (PLC) theory among marketing decision-makers and product decision-makers dealing with mortgage products and markets in the leading South African Banks. The main focus was to test the application and likelihood to use the PLC assumptions provided by Kotler (2003:340) on marketing characteristics, described marketing objectives and the proposed marketing strategies in the four PLC phases. A major finding was that the majority of these decision-makers in banks indicated a high likelihood of continuing to use the product life cycle concept. Another important conclusion of this study was that further empirical research is needed to develop product life cycle concept assumptions to be inclusive of the intangible nature linked to the marketing of services.

scholarly journals Formation and implementation of the media company marketing strategy in the digital environment: stages and evaluation indicators

2021 ◽  
Keyword(s):  
Marketing Strategy ◽  
Business Processes ◽  
Strategy Implementation ◽  
The Internet ◽  
Digital Environment ◽  
Implementation Processes ◽  
Goods And Services ◽  
Regional Markets ◽  
The Media ◽  
Media Company

One of the most important for companies today are the problems of growing competitive pressure from foreign manufacturers, increasing consumer competencies; increasing the role of positioning and, as a consequence, product branding; acceleration of implementation processes, intensification of promotion of new goods and services; exacerbation of the need to build partnerships with key customers in a narrowing of demand in mature markets; intensifying the search for new regional markets and consumer niches. Due to the high complexity and multifaceted economic processes of modern enterprises, research in the field of Internet marketing requires constant improvement through the continuous development of electronic technologies. The subject of the article is the processes of forming and implementation a marketing strategy in the digital environment. The purpose of the article is to improve business processes and the system of indicators for evaluating the marketing strategy of a media company in the digital environment. General scientific methods are used, such as systems analysis, synthesis and abstract-logical - to clarify the features of marketing strategy in the digital environment; graphic and algorithmic - to improve the business processes of the marketing strategy of the media company in the digital environment. The following results were obtained: the stages of forming a marketing strategy on the Internet were studied, the cyclical SOSTAC model was analyzed, the characteristics of the Internet strategy were provided, models of marketing activity were described, business processes for strategy implementation were developed and the system of its efficiency indicators was improved. Conclusions: improved business processes of marketing strategy implementation in the digital environment of the media company and the system of indicators of its effectiveness.

Sign in / Sign up

Export Citation Format

Share Document