scholarly journals Directions for Improving Marketing Strategy

2019 ◽  
pp. 160-175
Author(s):  
Tetiana Fasolko ◽  
Petro Semyanchuk
Keyword(s):  
Marketing Strategy ◽  
Complete Information ◽  
Professional Organization ◽  
Business Units ◽  
Economic Entity ◽  
Consumer Surveys ◽  
Marketing Activities ◽  
Quality Of Products ◽  
And Control

Marketing is the current, tactical and strategic actions of an enterprise in the field of commodity production and organizational and marketing components of the activity of an economic entity in order to study and meet the needs of consumers, retain existing ones and enter new markets. Marketing activities are based on such sequential causes and effects as: need, shortage, want, demand, price, product, supply. These seven core categories underpin the development of current, tactical and strategic marketing goals and activities by the business entity. Each business in its activities should rely on market research by direct consumer surveys, study and analysis of the structural dynamics of its sales for short and long periods, observing the product and marketing policies of competitors. Correct and complete information gives greater opportunities for successful marketing and management. An important aspect in achieving marketing goals and objectives should be the ability to combine collaboration between all business units. Proper and professional organization, coordination, motivation and control are the key to avoiding conflicts within the team, improving productivity, developing effective and realistic product and marketing plans for the short, medium and long term. Marketing strategy is an important and integral component of the business entity's activity, guided by long-term goals and plans, aimed at ensuring the continuous creation of tangible and intangible benefits with elements of periodic updating and rotation in order to maximize the needs of existing and potential customers. The article explains the basic aspects of the essence of marketing under market conditions. We propose our own approach to interpreting the concepts of «marketing» and «marketing strategy». Features of management of marketing activity at the enterprise are revealed. Step-by-step approaches to the concept of enterprise marketing management are detailed. The essence and characterization of types of marketing strategy of the enterprise are substantiated. The advantages of improving the quality of products in the context of improving economic performance and strengthening the level of competitiveness of the enterprise are outlined. Ways to improve the marketing strategy are added, which together with the existing ones can become the basis for defining the goals, principles, tools of marketing and marketing policy of the business entity.

STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa
Keyword(s):  
Marketing Strategy ◽  
Tourism Destination ◽  
Short Term ◽  
Marketing Program ◽  
Marketing Function ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Selling Process ◽  
Target Markets

Tourism destination marketing activities begin by selecting target markets, and these activities are referred to as the segmenting and targeting process. Meanwhile, activities to acquire, maintain and develop target markets are called the selling process. And the last thing is creating, delivering and communicating the destination offering is called the positioning process. The process of tourism activities can be in the form of long-term decisions or strategic levels which include the branding, segmenting, targeting, selling and positioning processes. Meanwhile, the short-term activity process or the tactical level is usually called a marketing program in the form of various maneuvers so that the predetermined marketing strategy can run well. Meanwhile, tactical activities, which are usually called marketing programs, are short-term processes aimed at making the marketing strategy run as determined. Activities that are tactical in this marketing program are decisions about the marketing mix. Competition for tourism destinations can be carried out through strategies that optimize the functions of tourism destinations. Like other industries, the function of a tourism destination can be in the form of an operational function and a marketing function. Keywords: Marketing Strategy, Competitive Strategy, Tourism Destination

scholarly journals THE EVOLUTION OF THE FORMATION OF STRATEGIC MANAGEMENT IN INCREASING THE COMPETITIVENESS OF ENTERPRISES

2020 ◽  
Author(s):  
Viktor Nyzhnyk ◽  
◽  
Olha Hromova ◽  
Keyword(s):  
Economic Development ◽  
Strategic Management ◽  
Marketing Strategy ◽  
Strategic Marketing ◽  
Enterprise Management ◽  
Management Decisions ◽  
Modern Enterprise ◽  
Holistic Concept ◽  
Marketing Activities

Every year, more and more scientists and practicing economists explore such categories as «marketing» and «management», providing material for further reflection and analysis. Currently, the interpretation of marketing as a function of management is inferior to understanding it as a holistic concept of management, the so-called business philosophy. New directions of economic development to ensure its long-term economic growth require a deeper rethinking of the role of marketing in the activities of industrial enterprises in order to increase their competitiveness and identify it as a powerful factor in modernizing individual businesses and the economy. Strategic marketing today is necessary for the company, as it facilitates its rapid adaptation in the face of intense competition and the presence of a non-price aspect of this struggle. The purpose of the study is to study and combine strategic management and marketing, forming such a category as strategic marketing. Because it is known that strategic marketing emerged at the last stage of the evolution of marketing management. The basis of strategic marketing is to achieve sustainable competitive advantages in the market. During the development of a competitive marketing strategy, the company strives for successful and long-term work in the market. There is no one-size-fits-all strategy. It all depends on various factors: the industry in which the company operates, the capital and experience of the firm, competitors in this field, the creative approach of each company to stand out among others and the innovative approach. Only by considering all these factors, the company can build its personal, unlike all others, marketing strategy. Thanks to the management carried out by means of achievements of modern management and on the basis of marketing philosophy of management and control, the modern enterprise can achieve realization of the strategic purposes and increase not only own level of competitiveness, but also economy as a whole. Thus, modern economic development makes it possible to assert that the management of the enterprise and the adoption of not only operational but also strategic management decisions are significantly influenced by the marketing activities of the enterprise. Here it is necessary to understand not the narrow influence of various elements of marketing (advertising, sales, distribution, etc.), but its complex manifestation. This is due to the fact that until today, marketing has been closely linked to management, as marketing technologies and tools are evolving and beginning to penetrate and be used in the work of all departments at all levels of enterprise management. This gives grounds to assert that through a comprehensive assessment of the effectiveness of marketing activities can assess the effectiveness of management decisions and the success of enterprise management, as well as to give an opinion on the prospects for further development.

scholarly journals Costs in the Marketing Planning System at the Enterprise

2020 ◽  
pp. 182-189
Author(s):  
Valentyn Korinyev ◽  
◽  
Serhii Romanchuk ◽  
Svitlana Boiko ◽  
◽  
...  
Keyword(s):  
Production Efficiency ◽  
Swot Analysis ◽  
Point Of View ◽  
Operating Conditions ◽  
Planning System ◽  
Pricing Policy ◽  
Business Units ◽  
Marketing Planning ◽  
Marketing Activities

The problem of planning of marketing activity of domestic enterprises is defined and its features are investigated. An algorithm for the process of planning marketing activities according to the results of this study is proposed. The role of costs from the point of view of pricing at marketing planning is specified. It is established that the key to the success of the enterprise in modern conditions is the planning of its marketing activities, taking into account the peculiarities of the micro and macro environment. It is important for the company to pay attention to reducing marketing risks by reducing the uncertainty of operating conditions and concentration of resources in the most promising areas. Therefore, the company tries to reduce the level of risk in both long-term and short-term, developing and implementing strategic and tactical planning measures.Considerable attention should be paid to the level of costs for production and sales. This will achieve the goals set by the company and will improve the sales of the company's products and increase its profits. It is advisable to conduct a SWOT-analysis of the strengths and weaknesses of the enterprise and apply a matrix of varieties of its strategic business units. In all areas and at all levels of planning the marketing activities of the enterprise requires the preparation and streamlining of decisions about the goals, means and measures that should ensure the production and sale of products that meet existing demand and future consumer needs. With such marketing planning, this will allow the company to decide on its pricing policy in order not to lose old and attract new customers, which will achieve production efficiency and product competitiveness.

scholarly journals A New Look at the Classification of Non-current Tangible Assets During a Crisis

2021 ◽  
Vol 25 (1) ◽  
pp. 46-51
Author(s):  
Alla Hnatiuk ◽  
Keyword(s):  
Management System ◽  
Economic Benefits ◽  
Enterprise Management ◽  
Economic Entity ◽  
Tangible Assets ◽  
Fixed Assets ◽  
Enterprise Management System ◽  
And Control

Annotation. Introduction. Creation of an efficient property management system is one of the main problems for the enterprise management system. The effectiveness of such a system is directly determined by the quality of information used for management. Among the tasks, which an economic entity faces, a special place is occupied by the classification of objects of accounting. Financial and tax indicators depend on its solution at a particular enterprise. In order to properly organize the economic activity of an enterprise, it is needed to know what funds it has and in what these funds are invested (placed). Therefore, the division of enterprise resources into separate groups is necessary to understand and summarize the accounting information used for financial statements. Purpose. To ensure the usefulness of information on the availability of non-current tangible assets, which is provided to users in the way of classification, the article defines the qualitative characteristics of the classification of non-current tangible assets (relevance, objectivity, reliability, content, comparison) and studies their essence. Results. The research suggests a critical assessment of existing approaches to the criteria for grouping non-current tangible assets in order to define differences between them. This has made it possible to clarify the content of the criteria for recognizing non-current tangible assets as assets of the enterprise (criteria of economic benefit, value reliability, and control). This clarification deepens the understanding of the nature of non-current tangible assets as objects of accounting. Conclusions. The research has investigated the classification of non-current tangible assets from the normative-legal and scientific points of view. It has summarized the criteria applied in accordance with domestic and foreign legislation for the classification of non-current tangible assets. The research has substantiated the importance of improving the existing classification of such assets for accounting purposes. The research has also improved classification of non-current tangible assets according to the following criteria: the ability to bring economic benefits (long-term, immature) and the method of use in the production process (consumed, fruitful), which will significantly improve the structuring of enterprise assets. Keywords: classification; resources; criteria; non-current tangible assets; fixed assets; long-term biological assets.

scholarly journals Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021 ◽  
Vol 13 (18) ◽  
pp. 10310
Author(s):  
Sanne Ichelle Dubbelink ◽  
Carolina Herrando Soria ◽  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Conceptual Framework ◽  
Brand Equity ◽  
Research Question ◽  
Relevant Information ◽  
Social Media Marketing ◽  
Long Term Effects ◽  
Marketing Activities

This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

scholarly journals Marketing Strategy Universitas Singaperbangsa Karawang

2020 ◽  
Vol 19 (2) ◽  
pp. 87-95
Author(s):  
Fajar Ramadhan ◽  
Syamsu Yusuf
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
National Education ◽  
Performance Targets ◽  
The Face ◽  
Marketing Activities ◽  
The University ◽  
And Control

Higher education in Indonesia is a national education subsystem that includes undergraduate, master's, specialist, doctoral, and diploma programs. Higher education institutions are obliged to organize education, research, and community service in accordance with their vision, mission, goals, tasks, and authority. A large number of universities has led to intense competition in getting prospective students. Therefore, universities must have a good "marketing strategy" to continue to exist in the face of competition between universities. Marketing strategies must be based on marketing objectives that consider environmental aspects (Dharmmesta, 2014). Marketing strategies took in connection with existing conditions, SWOT analysis, organization, and control at the University of Singapore Karawang based on Education Quality Standards (accredited). Efforts to monitor the implementation of marketing strategies related to the achievement of performance targets for increasing the number of applicants, including re-registration, the achievement of external and internal marketing activities.

scholarly journals Pelatihan Marketing Strategi Tenaga Pemasaran Guna Pencapaian Target Penjualan

2019 ◽  
Vol 1 (4) ◽  
pp. 212-217
Author(s):  
Arjang Arjang ◽  
Harwin Harwin ◽  
Wahyuddin Hamid ◽  
Andi Risma Jaya
Keyword(s):  
Marketing Strategy ◽  
Business Environment ◽  
Marketing Strategies ◽  
Strategy Training ◽  
Short Term ◽  
Fundamental Goal ◽  
Marketing Activities ◽  
The University ◽  
Marketing Agency

ABSTRACT Failure to achieve sales targets has implications for not achieving the company's profit targets. The most basic problem, is preparing a plan and a team that will provide a solution to the problem. Marketing strategy training has a fundamental goal of increasing sales and achieving competitive advantage with a sustainable perspective. Marketing strategies include short-term plans and long-term market-oriented marketing activities in order to contribute to the company's goals and marketing objectives. For this reason, PT. Tata Finapedia, a marketing agency services company, built a partnership with the University of Eastern Indonesia (UIT), to help train marketing staff. The success of a marketing strategy is measured by sales performance and company profit growth. This training is expected to help explain the latest aspects of marketing strategy so as to increase the ability in the formulation and analysis of marketing strategies in the business environment of PT. Tata Finapedia.Keywords: Training, Marketing, Marketing, SalesABSTRAKKegagalan dalam pencapaian target penjualan, berimplikasi pada tidak tercapainya target profit perusahaan. Problem paling mendasar, adalah menyiapkan perencanaan dan tim yang akan memberikan solusi bagi problem itu.(Jørgensen 2018) Pelatihan marketing strategy memiliki tujuan mendasar yaitu meningkatkan penjualan dan mencapai keunggulan kompetitif dengan perspektif yang berkelanjutan.(Rowe and Clark 1927) Marketing strategi mencakup rencana jangka pendek dan jangka panjang kegiatan pemasaran dengan berorientasi pasar dalam rangka memberikan kontribusi terhadap tujuan perusahaan dan tujuan pemasaran. Untuk itu, PT. Tata Finapedia, perusahaan jasa keagenan marketing, membangun kemitraan dengan Universitas Indonesia Timur (UIT), guna membantu pelatihan bagi jajaran marketing. Keberhasilan strategi pemasaran diukur dari kinerja penjualan dan pertumbuhan laba perusahaan. Pelatihan ini diharapkan membantu memaparkan aspek marketing strategy terkini sehingga mampu meningkatkan kemampuan dalam formulasi dan analisis strategi pemasaran di lingkungan bisnis PT. Tata Finapedia.Kata Kunci: Pelatihan, Marketing, Pemasaran, Penjualan

scholarly journals MARKETING APPROACH TO THE FORMATION OF MANAGEMENT SYSTEM FOR ENTERPRISE STRATEGIC DEVELOPMENT IN THE CONTEXT OF GLOBALISATION

2021 ◽  
Vol 1 ◽  
pp. 186-196
Author(s):  
Anna Shevchenko ◽  
Olena Borysenko
Keyword(s):  
Marketing Strategy ◽  
Management System ◽  
Strategic Development ◽  
Internal Resources ◽  
Economic Entity ◽  
Factors Influencing ◽  
Course Of Action ◽  
Marketing Activities ◽  
Target Consumer ◽  
Marketing Approach

In the context of global consumer and financial market formation, international economic institutions, taking into account special aspects of the present stage in economic development in Ukraine, it becomes necessary to focus enterprises on their own goods competitiveness not only in the domestic, but, moreover, at the foreign markets. In order to achieve objectives in view the enterprise should make maximum use of its internal resources, explore the market environment, predict its development and demands, using all tools of the strategic marketing. Special attention should be paid to the development of marketing strategies since they determine the enterprise course of action and they are aimed at achieving stated targets. Marketing strategy formation is one the most important and essential marketing stages at the enterprise. Marketing strategy is one of the main long-term plans of the enterprise marketing activity, aimed at choosing target consumer segments. It combines elements of marketing complex, basing on which the enterprise creates its effective marketing events targeted to the marketing goals achieving. Successfully chosen and effectively implemented strategy provides enterprise the opportunity to gain competitive advantage not only in the domestic market, but additionally meet demands of international consumers. Based on research of the issue the article highlights the main features of the management system in the strategic development of marketing strategy at the enterprise. The article substantiates the necessity of using marketing approach to the management of enterprises and the finding the new ways in the formation of appropriate organisational structures. Marketing approach to the management of enterprise characterises it as a complex system that allows to link the capabilities of this economic entity with the needs of the market and gain advantages over competitors. It was defined the main factors influencing the organisation of marketing activities of enterprises (external and internal) and factors influencing the behaviour of their end users (social, informational and consumer attitudes).

scholarly journals STRATEGI PEMASARAN BANK SYARIAH MANDIRI DALAM MENINGKATKAN PENJUALAN PRODUK PENSIUN

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Iskandar Ritonga ◽  
Eka Purwati
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Promotion Strategy ◽  
Marketing Activities ◽  
Product Sales

This study aims to (1) Determine the marketing strategy of Bank Syariah Mandiri in increasing sales of pension products, (2) The strengths and weaknesses of the marketing strategy of Bank Syariah Mandiri in increasing product sales. The result of this research is that the marketing strategy is the marketing activities carried out by the Bank’s management in order to achieve the marketing target. This marketing Strategy is structured based on what should be done, who does, and when to do it. The marketing strategy used by Bank Syariah Mandiri in increasing sales of pension products is by using an approach and promotion strategy. This approach to customers can enhance Bank Syariah Mandiri’s long-term growth and maximum customer satisfaction. After carrying out the approach process, the next stage is the promotion strategy. Promotion is an activity that aims to convey information about pension products to customers, so that the pension product is known and can encourage customers to use it. Promotion is also very useful for providing information about the advantages or disadvantages of these retirement products.

scholarly journals DETERMINING THE MAIN PARAMETERS OF THE EFFICIENCY OF THE TOURISM MARKET AND HOTEL BUSINESS

2020 ◽  
Author(s):  
Ilkin Gahramanov
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Significant Part ◽  
Emotional Connection ◽  
Marketing Activities ◽  
Marketing Costs ◽  
Tourism Services

The experience of managers, their traditions, analysis of competitors' marketing costs play an important role in the implementation of marketing activities of facilities. Due to the fact that marketing costs make up a significant part of the budget of facilities, it is necessary to monitor the effectiveness of the marketing strategy, ie the costs of its implementation should always be compared with the results of the work. It also enhances brand loyalty by creating a certain emotional connection between the brand and the consumer. The marketing strategy of a firm operating in a competitive tourism services market should be aimed primarily at establishing long-term relationships with the customer.

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