The use of marketing tools for effective marketing strategy development and implementation

2019 ◽  
pp. 4-16
Author(s):  
Anna Oliynyk
Keyword(s):  
Marketing Strategy ◽  
Business Processes ◽  
Swot Analysis ◽  
Profit Maximization ◽  
Marketing Mix ◽  
Strategy Development ◽  
Environment Analysis ◽  
Marketing Environment ◽  
Theoretical Approaches ◽  
Market Opportunities

The subject of research is a mix of theoretical and practical aspects in terms of the use of marketing tools for effective marketing strategy development and implementation. The purpose of the research is to figure out and enhance the key theoretical approaches during marketing tools usage, suggest step-by-step marketing tools instructions for each particular stage of marketing strategy. Methodology. The article was written with the use of the methods of critical analysis of scientific literature and Internet sources, abstraction, generalization, the ascent from abstract to the concrete, comparison, analysis and synthesis. Previously mentioned methods gave an opportunity to generalize the scientific approaches to the definition of ‘marketing strategy’ category, consider in detail and compare modern marketing tools for effective marketing strategy development and implementation. The results of the work. Marketing strategy development consists of three main stages: determinating of market opportunities, building the strategy itself with the help of STP-analysis (segmentation, targeting, positioning) and shaping the marketing program (4P marketing mix). For each stage of the strategy is determined a range of tools, that company should implement in order to reach an effective marketing strategy. For instance, for the first stage were proposed such strategic planning tools as SWOT-analysis, Porter’s five forces model and 5C-analysis. All tools mentioned above help the company to identify its strengths and weaknesses comprehensively, to understand its consumers, inner business-processes and influence of external environmental factors, which company is not capable of changing. During the second stage (STP-analysis) were offered company positioning tools like the Value Proposition Canvas (by A. Osterwalder) and Bowman’s Strategic Clock. Consequently, using the results of previous stages a company will have enough information for establishing the 4P marketing mix. Conclusions. The use of mentioned above instruments will allow companies to develop marketing strategies more effectively, by focusing on company business issues and, at the same time, carefully considering the main negative and positive points of the product following ongoing consumer needs for the purpose of profit maximization and the company`s performance improvement. Key words: marketing strategy, marketing environment analysis, marketing tools, segmentation, positioning, targeting.

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

scholarly journals STRATEGI PEMASARAN PAKET WISATA FULL DAY DI PT. TOUR EAST INDONESIA

Jurnal IPTA ◽  
2014 ◽  
Vol 2 (1) ◽  
pp. 17
Author(s):  
Putu Geni Jaya Ksamawan ◽  
I Made Kusuma Negara ◽  
I Putu Sudana
Keyword(s):  
Marketing Strategy ◽  
Human Resource Development ◽  
Development Strategy ◽  
Process Management ◽  
Swot Analysis ◽  
Matrix Analysis ◽  
Strategy Development ◽  
Travel Agents ◽  
The Right ◽  
Full Day

he development of increasing tourist arrivals to Bali led to the development of business and tourism in the world of business, one business trip in Bali. PT. Tour East Tours and Travel is the one of the travel agents in Bali in this to win the competition with other companies, the need for proper marketing strategy and correct. This study aims to determine the marketing strategy Full Day tour packages PT. Tour East Indonesia and what strategies can be implemented in the PT. Tour East Tours and Travel to boost sales of tour packages to tourists as well as winning the competition with other companies. In this study using Qualitative descriptive data analysis techniques combined with a SWOT analysis to figure out what the right strategy is used to market tour packages Full Day of PT. Tour East Indonesia. Based on the SWOT matrix analysis obtained a marketing strategy that can be applied to PT. Tour East Tours and Travel is a strategy creation and development of tourism products, increased promotion strategies, human resource development strategy, market segmentation strategy development, and strategies for improving the quality of products and services. From the results of this study can be given advice to the PT. Tour East Tours and Travel is improving service process management and define market segments and maintain the image of the internal and external environment, while maintaining a cooperative relationship, and held training to staff meetings.

scholarly journals Assessment of the enterprise marketing performance

2017 ◽  
Vol 15 (4) ◽  
pp. 1-16 ◽  
Author(s):  
Maryna Korzh ◽  
Andriy Gaievskyi ◽  
Karyna Hurdzhyian
Keyword(s):  
Marketing Strategy ◽  
Economic System ◽  
International Business ◽  
Business Processes ◽  
Evaluation Model ◽  
Assessment Tools ◽  
Strategy Development ◽  
Marketing Performance ◽  
Domestic Enterprise ◽  
Image Building

Nowadays, the Ukrainian economic system is facing difficulties because of country’s integration into the world globalization processes, and crisis phenomena create uncertainty and lack of stability to entrepreneurship that results in the increase in risk of international business processes. Therefore, assessing the marketing performance of a domestic enterprise under the instability is of particular interest. This requires for quantitative and qualitative system-based and situational reasoning of its marketing development plan. The main objective of the paper is to determine the methodological approaches to assessing both the quantitative and qualitative results of an enterprise’s marketing performance. It is determined that in the current context of the national economic system, the operation of business must include the actions directed to mutually agreed economic, image-building, informational, environmental, and social goals. In this regard, the concept of marketing strategy of an enterprise’s functioning and development in a volatile environment based on the system-based and situational approach is developed, and the assessment tools to evaluate marketing strategy performance are proposed (marketing performance evaluation model based on sales revenue index; forecasting the amount of profit from participation in international business processes; plan of actions in cases of forecasting the profit from participation in international business processes taking into account the effectiveness of marketing strategies realization; PSR-FM method that allows to integrate evaluation results of customers’ perceptual and transactional loyalty). The approaches to assessing the effectiveness of the enterprise’s marketing strategy development allow to analyze both the marketing performance of an enterprise at large and the specific marketing initiative regardless of area of economic activity.

scholarly journals Strategi Pemasaran Pariwisata Sembalun Kecamatan Sembalun Kabupaten Lombok Timur Nusa Tenggara Barat

2018 ◽  
Vol 6 (1) ◽  
pp. 171
Author(s):  
Sinta Virgilenna ◽  
I Putu Anom
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Positive Impact ◽  
Distribution Channel ◽  
Marketing Mix ◽  
Literature Study ◽  
Product Price ◽  
Price Distribution ◽  
Depth Interview

The number of tourist arrivals during the low season tends to decline. It also has an impact on sightseeing. Therefore, marketing strategy is very important to be able to increase the number of tourist visit to be able to compete with other tourism object and can give positive impact for society Sembalun. Sembalun tourism is located on Jalan Wisata Rinjani, Sembalun Bumbung, Kab. East Lombok Kec. Sembalun, Sembalun Village of West Nusa Tenggara. This study aims to determine the marketing mix, and marketing strategy at Sembalun Tour. The data collection in this research is done by observation, in-depth interview, document and literature study. The determination of informants was determined on the basis of random purposive sampling in which subjects were chosen on the basis of specified criteria. These criteria are Sembalun tourism managers and communities around Sembalun East Lombok. The result of this research is marketing mix at Sembalun tourism based on product, price, distribution channel, promotion, person, physical proof and process. In this research also discuss about SWOT analysis about the strengths, weaknesses, opportunities and threats that are owned by Sembalun tourism which is related to mix mix (marketing mix), from marketing strategy that is Increase promotion to other market, Increase cooperation with Travel agent good Outside and inside the country, improve access, improve the quality of human resources.   Keyword : Management, Marketing Mix, Marketing Strategy , Sightseeing Tour

DEVELOPMENT MARKETING STRATEGY FOR RAMADA ENCORE KIEV

2017 ◽  
pp. 60-66
Author(s):  
Catherine Koryuhina ◽  
Oleksij Sorokin
Keyword(s):  
Marketing Strategy ◽  
Theoretical Basis ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Marketing Concept ◽  
International Organisations ◽  
Financial Reports ◽  
Fast Growing ◽  
Advertising Strategies ◽  
Theoretical Issues

UDC 339.138:640.41   Koryuhina Catherine, Mg.oec., Mg.Phil. Assist.Prof. Oleksij Sorokin. ISMA University. Latvia. Developing Marketing Strategy for Ramada Encore Kiev. The article gives the analysis of marketing strategy of Ramada Encore Kiev Hotel, highlights the importance of marketing concept, and marketing strategy, and formulates the ways of improving the situation with the help of marketing activities.The hospitality marketing mix model is used as the theoretical basis. Besides, financial reports, international organisations statistics, SWOT analysis, PESTEL analysis and other methods are used. Nowadays hospitality is fast growing and developing industry. The aim of this work is to find suitable new advertising strategies that can make for hotel’s development.   Keywords: marketing strategy, concept, improving, hospitality, theoretical issues, statistics, suggestions.

scholarly journals STRATEGI PEMASARAN UPT MUSEUM BALANGA SEBAGAI WISATA EDUKASI DI KOTA PALANGKARAYA

2020 ◽  
Vol 3 (2) ◽  
pp. 126
Author(s):  
Inten Larasaty
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
Maximum Increase ◽  
Historical Collections ◽  
Physical Evidence ◽  
Place Promotion ◽  
The Right ◽  
Promotion Process

Keberadaan museum selama ini sering dianggap hanya sebagai tempat memamerkan koleksi budaya maupun sejarah saja, padahal sebenarnya dapat menjadi alternatif yang menarik untuk dikunjungi wisatawan. Kesan membosankan yang menjadi polemik di berbagai museum di Indonesia harus ditepis dengan melakukan strategi pemasaran yang tepat. Salah satunya yaitu UPT Museum Balanga yang merupakan museum budaya di Kota Palangkaraya. Museum Balanga selain memiliki tempat yang strategis juga memiliki keunikan dari berbagai koleksi yang menunjukkan siklus hidup suku Dayak. Kenyataannya dari data pengunjung yang dihasilkan pada setiap tahun ternyata masih belum mencapai peningkatan yang maksimal. Penelitian ini dilakukan dengan pendekatan kualitatif bersifat deskriptif dengan menggunakan analisis SWOT. Tahap penelitian dilakukan dengan mengumpulkan data, kemudian tahap analisis dengan membandingkan antara faktor eksternal peluang dan ancaman dengan faktor internal kekuatan dan kelemahan, dan yang terakhir yaitu tahap penetapan strategi berdasarkan marketing mix 7p yaitu product, price, place, promotion, process, people, dan physical evidence. Tujuan penelitian ini yaitu menganalisis kelebihan dan kekurangan pada UPT Museum Balanga serta memformulasikan strategi pemasaran yang tepat untuk meningkatkan daya tarik dan jumlah pengunjung lokal maupun mancanegara. Pada hasil penelitian ini menunjukkan bahwa UPT museum balanga perlu meningkatkan servis excellence dengan melakukan training dan menetapkan standar operasional pegawai, pembenahan terhadap interior dan eksterior desaign, melengkapi berbagai fasilitas penunjang seperti ruang multimedia, cafe dan lainnya, serta meningkatkan promosi dengan memanfaatkan berbagai media sosial dan bekerjasama dengan pihak-pihak terkait.The existence of museums has often been considered only as a place to display cultural and historical collections, when in fact it can be an interesting alternative place for tourists to visit. The boring impression that became polemic in various museums in Indonesia must be erased by carrying out the right marketing strategy. One of them is UPT Museum Balanga which is a cultural museum in Palangkaraya City. Besides having a strategic place, Balanga Museum also has uniqueness on various collections that shows the life cycle of Dayak tribe. But the fact is that the visitor data generated each year has not yet reached the maximum increase. This research was conducted with a descriptive qualitative approach using SWOT analysis. The research stage is carried out by collecting data, then the analysis phase by comparing the external factors of opportunity and threat with the internal factors of strengths and weaknesses. In the last step to support the SWOT analysis, the writer uses marketing mix 7p, which are product, price, place, promotion, process, people, and physical evidence. The purpose of this study is to analyze the strengths and weaknesses of the UPT Museum Balanga and formulate an appropriate marketing strategy to increase the attractiveness and the amount of local and foreign visitors. The results of this study indicate that the UPT Museum Balanga needs to improve service excellence by conducting training and establishing operational standards for employees, improving the interior and eksterior design, equipping various supporting facilities such as multimedia rooms, cafes and others, and increasing promotion by utilizing various social media and collaborating with related parties.

scholarly journals Zarządzanie marketingowe przedsiębiorstwem

2016 ◽  
pp. 84-95
Author(s):  
Eugeniusz Michalski
Keyword(s):  
Information Technology ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Relevant Information ◽  
Marketing Mix ◽  
Marketing Management ◽  
Value Based Management ◽  
The World ◽  
Economic Trends ◽  
The Impact

The main goal of this article is to present how the new conception of marketing mix affects delivering value to customers and benefit an enterprise. The task of marketing management is to make the good and service available when a customer is ready to buy it. An enterprise needs timely, accurate and relevant information on customers, competitors and new socio-economic trends in the country and the world. The analysis of marketing management paradigm and creation of value based management were carry out. Next, the concept of marketing strategy and SWOT analysis were under consideration. Lastly, the impact of information technology on marketing management were described.

scholarly journals The Development of Seaweed at DI PT. Bantimurung Indah Maros Regency

2016 ◽  
Vol 8 (1) ◽  
pp. 30-37
Author(s):  
Yuliana
Keyword(s):  
Swot Analysis ◽  
Least Squares Method ◽  
Geographical Location ◽  
Marketing Mix ◽  
Raw Material ◽  
Environment Analysis ◽  
Industrial Companies ◽  
South Sulawesi ◽  
Market Shares ◽  
Marketing Systems

This study aims to know the marketing systems, market shares, sales projection for next 5 years, and marketing prospects of processed seaweed (Semi Refine Carrageenan) at PT. Bantimurung Indah Maros. This study was conducted at PT. Bantimurung Indah Maros located at Dr. Sam Ratulangi Street, Maros Regency, South Sulawesi. This company was one of the branches of Bosowa Group producing processed seaweed. Data collected were processed seaweed production, export realization of processed seaweed, realization of processed seaweed according to types/specification (2003-2007), and industry companies/export-destination countries of processed seaweed at PT. Bantimurung Indah Maros. According to marketing mix analysis of marketing systems of processed seaweed (Semi Refine Carrageenan) of PT. Bantimurung Indah Maros, it was shown that the marketing systems was sales of processed seaweed products (Semi Refine Carrageenan) to industrial companies in the international scale with “Systems Sales” method started by conducting business negotiation with buyer candidates in which it was included the application of all marketing mix variables such as product (sample shipping), price (price offerings), distribution (goods delivery/delivery time) and promotion (local, national and international exhibitions, international seminars and conferences, and internet). According to market shares analysis it was shown that when processed seaweed products (Semi Refine Carrageenan) were converted to dry seaweed (raw material) with sucrose content of 25 %, PT. Bantimurung Indah Maros controlled average market shares of 12, 79% for the last 5 years (2003-2007), and for SRC (TG) products it controlled market shares of 100% in South Sulawesi. According to prediction analysis of processed seaweed exports (Semi Refine Carrageenan) bulk volume (ton) and value (US$) by using Least Squares method it was shown that sales volume averaged -305.41 ton/year with value of US$ -159.548, 8 per year for next 5 years (2008-2012). According to External and Internal Environment analysis (SWOT Analysis it was shown that PT. Bantimurung Indah Maros has much strength, especially in marketing section (company reputation, quality reputation and so on), has many weaknesses (limitations in technology, production facility, and so on), and has many opportunities (prospects of seaweed use, geographical location, and so on).

scholarly journals Hershey’s Entry to the Australian Market with a New Brand: An Accounting and Marketing Perspective

2013 ◽  
Vol 3 (2) ◽  
pp. 97-126
Author(s):  
Cevdet Kızıl ◽  
Valorie Eddy ◽  
Laura Clary ◽  
Katrina Crowell
Keyword(s):  
Marketing Strategy ◽  
Performance Indicators ◽  
Swot Analysis ◽  
New Product ◽  
Key Performance Indicators ◽  
Marketing Mix ◽  
Logical Reasoning ◽  
Background Information ◽  
Situational Analysis ◽  
Customer Base

This paper discusses the entry of Hershey’s Chocolates Company tothe Australian market with a new brand. For this purpose, background information and key performance indicators about the firm are presented. Also target customers and market summary, market demographics and target customer profile of the firm are mentioned in the context of situational analysis. Then,Hershey’s entry to the Australian market with a new product is proposed by providing and commenting on SWOT analysis, competition environment, accounting-finance indicators, marketing strategy and marketing mix (4P) factors. Thus, a deeper focus on the organization is realized and shared. As aresult, firm’s entry to the Australian market is discussed with a new product by suggesting recent and altered target customer base, customer profile,marketing strategy and marketing mix. Our study evaluates the potential disadvantages and advantages in detail and argues that there is a need for Hershey’s to enter the Australian market with a new product. In general, this article discusses and defends the entry of Hershey’s to Australian market witha new product by logical reasoning and draws a strategic roadmad to reach this goal.

scholarly journals Analisis Strategi Pemasaran Pada Penyedia Jasa Internet Speedy Di Kec. Taliabu Utara Kab. Pulau Taliabu Prov. Maluku Utara

2019 ◽  
Vol 8 (1) ◽  
pp. 61
Author(s):  
Merita Margaret ◽  
Johnny A. F. Kalangi ◽  
Lucky F. Tamengkel
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Service Providers ◽  
Marketing Mix ◽  
Internet Service Providers ◽  
Improve Product Quality ◽  
Descriptive Data ◽  
Internet Service ◽  
Swot Matrix ◽  
Product Sales

This study aims to analyze the marketing strategy of Speedy Internet Service Providers, especially the marketing mix applied. Then to find out the results of the analysis of Strengths, Weaknesses, Opportunities, and Challenges as well as an overview of the strategy so that it can be applied to increase product sales. By using SWOT, Matrix, EFAS, and IFAS research techniques and Cartecius diagrams. This research uses qualitative methods, namely case studies that produce descriptive data as outlined in words. Data collection techniques in this study the author made a direct visit to conduct personal interviews with Speedy Internet Service Providers and equipped with sales data several years back. The conclusions from the analysis carried out on the company's marketing strategy have carried out the marketing strategy correctly and precisely and in the calculation of the SWOT analysis as outlined in the Cartesius diagram the producers are in the position of quadrant 1, Growth. Which companies can develop, maintain and improve product quality so that people continue to believe in the products provided.

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