scholarly journals Penentuan Keunggulan Kompetitif Pemasaran Teh Melalui Audit Strategi Marketing Plus (Kasus Pada PT. Perkebunan Nusantara VIII Jawa Barat)

2018 ◽  
Vol 6 (1) ◽  
pp. 1
Author(s):  
Utan Sahiro Ritonga
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Confidence Level ◽  
Marketing Mix ◽  
Quantitative Approach ◽  
West Java ◽  
Left Behind ◽  
Tea Industry ◽  
Industry Competition

The goal of this research is to measure the competitive advantage in tea marketing with a case study on PT. Perkebunan Nusantara VIII West Java, and describing the deciding factors in the improvement of competitive advantage in tea marketing competition. The method used in this research is case study with quantitative approach using marketing plus strategy audit by comparing the values of Company Alignment Index (CAI) and Competitive Setting Index (CSI). The calculation of both indexes is obtained from questionnaires about the confidence level of the respondents who manage the marketing policies of PT. Perkebunan Nusantara VIII. By comparing CSI value which is consisted of Customer (C1), Competitor (C3), Change-Driven (C4) against CAI which is consisted of Company (C2) which would be the measure of the competitive advantage of the company’s marketing strategy. From the analysis results, it can be seen that a negative gap of -1.09 where the value of CAI < CSI would mean that the company does not possess the competitive advantage in tea marketing strategy, and is relatively left behind in terms of tea industry competition. It can be learned that the cause of such low score in tea marketing strategy is caused by the low score of segmentation = 1 in the strategy, value with a score of 1.72 in the process, tactics which is consisted of differentiation = 2.63 and marketing mix = 2.63. To achieve competitive advantage in an ideal markting strategy, the factors that contribute to the marketing strategy competitive advantage value should be considered in the implementation of tea marketing strategy.

scholarly journals Identification of green marketing strategies: perspective of a developing country

2019 ◽  
Vol 15 (4) ◽  
pp. 42-56 ◽  
Author(s):  
Maria Hayu Agustini ◽  
Sentot Suciarto Athanasius ◽  
Berta Bekti Retnawati
Keyword(s):  
Developing Countries ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Product ◽  
Depth Interview ◽  
Green Practices ◽  
Beauty Products

Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.

scholarly journals STRATEGI PEMASARAN KOMUNIKASI DIGITAL MARKETING PLATFORM (CASHBAC) UNTUK MENINGKATKAN DAYA BELI KONSUMEN

2020 ◽  
Vol 6 (1) ◽  
pp. 14
Author(s):  
Katrina Katrin ◽  
Zon Vanel
Keyword(s):  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Purchasing Power ◽  
Case Study Approach ◽  
Study Approach ◽  
Sales Team ◽  
Marketing Team

This research is focused on communication marketing strategies at PT. Global Pay Indonesia (Cashbac). The purpose of this research is to find out the marketing strategy of digital marketing platform (Cashbac) to increase consumer purchasing power. The main theory is Marketing Mix (4P). The object of this research is the communication marketing strategy by the sales team and the Marketing team at PT. Global Pay Indonesia (Cashbac). The research method used is qualitative with a case study approach. The results of this study are that Cashbac has run all four aspects of prices, places, products and also promotions to increase consumer purchasing power from time to time to be even higher. 

scholarly journals Analysis of Marketing Strategy to Accelerate Business Growth of Painted Veil Dr. Kerudung Lukis

2018 ◽  
Vol 27 (1) ◽  
pp. 57-65
Author(s):  
Mega Nuriza F Putri ◽  
Didip Diandra
Keyword(s):  
Marketing Strategy ◽  
Marketing Mix ◽  
Brand Awareness ◽  
Natural Phenomenon ◽  
Business Growth ◽  
Final Project ◽  
Marketing Mix Strategy ◽  
The Right ◽  
Case Study Methods

This research analyzes the marketing strategy which is implemented by DR. Kerudung Lukis. This research used case study methods to gather the data and observe the natural phenomenon which exists in a set of data. The objective of this final project is to assign the right marketing strategy for DR. Kerudung Lukis to accelerate their business growth. The result of analysis shows that DR. Kerudung Lukis need to improve their 7Ps marketing mix strategy in several aspects such as; First, DR. Kerudung Lukis should optimize it current products. Second, DR. Kerudung Lukis should optimize its current promotions strategies. Third, DR. Kerudung Lukis should hire more employees, and the last DR. Kerudung Lukis should add some physical evidences to increase their brand awareness

University Promotion – Key Factor Of The Use Of Marketing Strategies, In The Context Of Improving The Romanian Higher Education. Case Study

2014 ◽  
Vol 1 (1) ◽  
pp. 633-638
Author(s):  
Madlena Nen ◽  
Cristina Nicolescu ◽  
Crina Rădulescu
Keyword(s):  
Higher Education ◽  
Competitive Advantage ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Foreseeable Future ◽  
Maturity Level ◽  
Scientific Approach ◽  
Key Factor ◽  
University Promotion

AbstractThis scientific approach was triggered by the interest to analyze the ability of Romanian higher education to use the marketing strategies, such as the use of promotion, (as instrument of the marketing mix), as strategies of boosting their competitive advantage. The research final conclusions highlight, however, an incipient crystallization of this ability, standing by the initial statement, according to which the Romanian higher education institutions have not yet reached the maturity level in using the marketing instruments, which calls for, in a fairly foreseeable future, the need to adjust their using manner.

scholarly journals Developing Marketing Strategy for Electronic Business by Using McCarthy's Four Marketing Mix Model and Porter’s Five Competitive Forces

2012 ◽  
Vol 2 (2) ◽  
pp. 46-58
Author(s):  
Siamak Azadi ◽  
Elham Rahimzadeh
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Business Strategies ◽  
Competitive Environment ◽  
Organizational Goals ◽  
Effective Implementation ◽  
Sales And Marketing ◽  
Competitive Forces

Original Published AbstractConsidering the importance of marketing strategies in a competitive environment dominated by E-commerce and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. Main focus marketing strategies, coordinate activities and allocate appropriate resources to provide marketing operational objectives of the company as a particular product market. Therefore, the main issue related to the realm of marketing strategy, include the specific purpose of determining property markets for a product family or a particular product, then, through the corporate marketing mix according to needs and demands of potential customers in its target market, competitive advantage search And creating synergy are. Considering the importance of marketing strategies in a competitive environment dominated by Electronic markets and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. This study usesMcCarthy’s four marketing mix model and Porter’s five competitive forces model to identify strategies for Internetcompanies that respond to the five competitive forces and thereby achieve a competitive advantage. The study provides significant new insights into the development and implementation of e-business strategies that contribute to increased profit. Corrected AbstractE-commerce is growing worldwide and is considered one of the modes and methods of business. This initiative led to the creation of new firms has several advantages over using benefits and this is the motivation for this phenomenon. While e-commerce success in attracting customers for their goods and services, due to systematic scientific principles and techniques that utilize the marketing strategies say . Marketing strategies in electronic markets, it is one of the important issues in the field of new market research has been discussed. But in this very diverse field of view is presented. On the other hand, given that little research has been done in this area , So consider this strategy has increased the importance of, Entering the world of electronic commerce and the use of modern tools and technology in new areas of business, firms will be forced to employ new business strategies, to prepare for their new competitive pressures. The results show that in the domain of e-commerce, two PORTER 'S FIVE COMPETITIVE FORCES AND MCCARTHY ' S FOUR MARKETING MIX MODEL been instrumental in the formulation and development of marketing strategies. And variables  used in the model to identify and prioritize and execute marketing strategies in the field of e-commerce is essential. Keywords : marketing, strategies, e-commerce,  porter's five competitive forces ,mccarthy's four marketing mix model 

scholarly journals Marketing Strategy of HDL 293 Cilaki Bandung Seafood Restaurant (West Java) in the Midst of COVID-19 Pandemic

2021 ◽  
pp. 20-34
Author(s):  
Ghaida Yasmin Amini ◽  
Atikah Nurhayati ◽  
Achmad Rizal ◽  
Asep Agus Handaka
Keyword(s):  
Data Processing ◽  
Marketing Strategy ◽  
Environmental Conditions ◽  
Sampling Method ◽  
Swot Analysis ◽  
Secondary Data ◽  
West Java ◽  
Growth Policy

This research was held at HDL 293 seafood restaurant located on Cilaki street, Bandung, West Java. The implementation started on April 2020 until May 2021. This research aims to analyze internal environmental conditions including strengths and weaknesses, while external environmental conditions including opportunities and threats faced, then formulate and analyze marketing strategy during the COVID-19 pandemic. The method used is a case study using primary and secondary data. The sampling method used was accidental sampling and data processing used SPSS 25, Ms. Excel through SWOT analysis. Based on research, the best strategy for development of HDL 293 Cilaki Bandung seafood restaurant using SWOT analysis is in Quadrant I by implementing the SO (Strength and Opportunity) strategy or supporting an aggressive growth policy (growth oriented strategy). Where the coordinates are 0.38 ; 0.05 means taking advantage of strengths to seize opportunities that exist.

scholarly journals THE MARKETING STRATEGIES & IMPROVED OPTIMIZATION OF COMPETENCE OF ENTREPRENEURSHIP: SURVEY OF SMALL AND MEDIUM BUSINESS IN INDONESIA CERAMIC ICONIC PRODUCTS

2019 ◽  
Author(s):  
Dede Romlah Oktini
Keyword(s):  
Competitive Advantage ◽  
Structural Equation ◽  
Total Sample ◽  
Marketing Mix ◽  
Direct Influence ◽  
West Java ◽  
Market Strategy ◽  
Marketing Mix Strategy ◽  
Entrepreneurial Competencies ◽  
Strategy Marketing

This study was conducted to determine the effect of market strategy, marketing mix strategy and entrepreneurial competencies to competitive advantage of marketing and its implications on the performance of ceramic iconic product marketing in West Java. The total sample of 220 respondents, the owners of small and medium-scale ceramic enterprises in West Java. The sampling method used power analysis techniques. Data collected through observation, interviews and surveys using questionnaires instrument closed and open. The analytical method used is Structural Equation Model. The results found that the influence of the entire independent variables significantly influence the intervening variable, and the effect of intervening variables significantly influence the independent variable. The amount of direct influence on competitive advantage strategy marketing market by 3.8%, the magnitude of the direct influence of marketing mix strategy on competitive advantage of marketing at 11.5%, the magnitude of the direct influence of entrepreneurial competencies to competitive advantage of marketing by 15.6%. The magnitude of the direct effect of the competitive advantage of marketing to marketing performance by 9.1%. Sequentially important variable is the competence of entrepreneurship, marketing mix strategy, market strategy, marketing competitive advantage. Marketing competitive advantage is influenced by market strategy, marketing mix strategy and entrepreneurial competence by 65%, while the remaining 35% are influenced by other factors (ceteris paribus). To 5 hypothesis proposed in this study were all found

scholarly journals PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS KONSUMEN BUAH MELON GOLDEN (Cucumis Melo L) di PT. MEKAR UNGGUL SARI, BOGOR, JAWA BARAT

2020 ◽  
Vol 8 (4) ◽  
pp. 689
Author(s):  
Rangga Aldion ◽  
Ali Ibrahim Hasyim ◽  
Ktut Murniati
Keyword(s):  
Sampling Technique ◽  
Marketing Mix ◽  
Average Score ◽  
Consumer Loyalty ◽  
Product Price ◽  
West Java ◽  
Consumer Marketing ◽  
Cucumis Melo L ◽  
Melon Fruit

The purpose of this study was to analyze the marketing mix, the level of consumer loyalty to the consumption of melon fruit and the effects of the marketing mix on the loyalty of melon consumers at PT. Mekar UnggulSari, Bogor, West Java. Data were collected in September until November 2018. The research was conducted at PT. Mekar Unggul Sari, Bogor, West Java as a case study. Respondents in the study amounted to 89 people with the sampling technique used was no-probability sampling with accidental sampling. The results of the study explain that the marketing mix elements used as variables in this study are the elements of the product, price, place and promotion. The level of consumer loyalty of melon fruit at PT. Mekar Unggul Sari in this study is at the liking the brand level. The average score on the variable consumer loyalty obtained is 4.38 or it can be said that the level of loyalty of melon consumers score is 93.26% at the level of liking the brand.Key words: effect, loyalty of consumer, marketing mix

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