scholarly journals IMPORTANCE OF THE MARKETING ENVIRONMENT ANALYSIS IN THE PROCESS OF STRATEGIC MARKETING DECISION MAKING

2020 ◽  
Vol 2 (2) ◽  
pp. 24-32
Author(s):  
Dilyana Yaneva
Keyword(s):  
Decision Making ◽  
Success Factors ◽  
Strategic Marketing ◽  
Primary Data ◽  
Competitive Advantages ◽  
Environment Analysis ◽  
Marketing Environment ◽  
Marketing Decision ◽  
Marketing Analysis

The analytical activity aims to increase company’s competitiveness and establish its strategic position in the business. Timely diagnosis of threats, identification of key success factors and competitive advantages enables company management to constantly review its marketing goals and strategies by taking proper and timely strategic marketing decisions. In this regard, the main objective of the article is to examine the characteristics and main directions of marketing analysis, emphasizing their importance in the process of strategic marketing decision making. A survey was used as a main method for collecting primary data. The evaluation of the studied indicators is performed on a 5-point Likert-type scale. The obtained results show the underestimated role of the environment analysis in the companies’ marketing activity and its necessity in decision making for a long-term development and prosperity. The conclusion includes a summary concerning the overcoming of these problems.

To examine the relationships between supplier development practices and supplier-buyer relationship practices from the supplier’s perspective

2017 ◽  
Vol 24 (5) ◽  
pp. 1309-1336 ◽  
Author(s):  
Sarang Joshi ◽  
Manoj Kharat ◽  
Rakesh Raut ◽  
Sachin Kamble ◽  
Sheetal Kamble
Keyword(s):  
Structural Equation ◽  
Success Factors ◽  
Structural Model ◽  
Manufacturing Firms ◽  
Supplier Development ◽  
Competitive Advantages ◽  
Content Type ◽  
The Relationship ◽  
Relationship Improvement

Purpose The purpose of this paper is to examine the relationships between supplier development practices (SDPs) and supplier-buyer relationship practices from the supplier’s perspective (SBRSP), and seek to understand how specific SDPs may impact a buyer’s operational performance as well as supplier-buyer relationship practices. Design/methodology/approach The authors conducted a survey of 512 respondents from the different manufacturing firms in India and applied structural equation modelling to test a structural model that proposes the impacts of various efforts of SDPs on a buyer’s performance as well as SBRSP. Findings The study concludes that SDPs and SBRSP together improve the relationship between a buyer and supplier, and this improved relationship leads to competitive advantages (CAs) followed by profitability. Results indicate that supplier perspective of buyer-supplier relationship can be improved under the condition of SDPs and SBRSP together. SDPs are driven by productive measure and competitive pressure, whereas customer uncertainty is found to be statistically insignificant. Research limitations/implications The study was carried out in North Maharashtra Industrial Zone of India, where the auto sector and machine/components manufacturing firms have been established for a considerable period of time. Results of the study are limited to manufacturing organizations predominantly focussing on the automobile sector and machine/components manufacturing firms. Practical implications This study provides significant insights into the specific impact of various SDPs and SBRSP for both academics and practitioners. SDPs along with SBRSP practices lead to improvement in the relationship leading to CAs. SBRSP suggests that trust, long-term commitments and the supplier’s perspective are important practices for relationship improvement. Originality/value The current study attempts to identify what are the success factors for the supplier-buyer relationship from the supplier’s perspective and SDPs and how the supplier-buyer relationship can be improved under the condition of SDPs and SBRSP. Hence, the aim is to develop a more thorough understanding of the outcomes of a supplier-buyer relationship improvement from both buyer’s and supplier’s perspective, under the conditions of supplier development to achieve CAs leading to profitability. Furthermore, the study analyses the effect of the improved supplier-buyer relationship for achieving CAs leading to profitability.

scholarly journals Artificial intelligence (AI) in strategic marketing decision-making: a research agenda

2020 ◽  
Vol 33 (2) ◽  
pp. 183-200 ◽  
Author(s):  
Merlin Stone ◽  
Eleni Aravopoulou ◽  
Yuksel Ekinci ◽  
Geraint Evans ◽  
Matt Hobbs ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Decision Making ◽  
Public Sector ◽  
Review Literature ◽  
Strategic Marketing ◽  
Sensitive Data ◽  
Content Type ◽  
The Public ◽  
Marketing Decision ◽  
The Face

Purpose The purpose of this paper is to review literature about the applications of artificial intelligence (AI) in strategic situations and identify the research that is needed in the area of applying AI to strategic marketing decisions. Design/methodology/approach The approach was to carry out a literature review and to consult with marketing experts who were invited to contribute to the paper. Findings There is little research into applying AI to strategic marketing decision-making. This research is needed, as the frontier of AI application to decision-making is moving in many management areas from operational to strategic. Given the competitive nature of such decisions and the insights from applying AI to defence and similar areas, it is time to focus on applying AI to strategic marketing decisions. Research limitations/implications The application of AI to strategic marketing decision-making is known to be taking place, but as it is commercially sensitive, data is not available to the authors. Practical implications There are strong implications for all businesses, particularly large businesses in competitive industries, where failure to deploy AI in the face of competition from firms, who have deployed AI to improve their decision-making could be dangerous. Social implications The public sector is a very important marketing decision maker. Although in most cases it does not operate competitively, it must make decisions about making different services available to different citizens and identify the risks of not providing services to certain citizens; so, this paper is relevant to the public sector. Originality/value To the best of the authors’ knowledge, this is one of the first papers to probe deployment of AI in strategic marketing decision-making.

scholarly journals Techniques And Strategies For Use Of Case Studies In Marketing Management And Strategic Marketing Management Courses

2011 ◽  
Vol 2 (1) ◽  
pp. 1
Author(s):  
James R. Maxwell
Keyword(s):  
Decision Making ◽  
Marketing Strategy ◽  
Case Studies ◽  
Use Cases ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Marketing Analysis ◽  
Managerial Situation

Marketing case studies provide context for analysis and decision-making designs in different business situations, companies, and industries. In most marketing courses, students use cases about actual companies to practice strategic marketing analysis and to gain some experience in the tasks of crafting and implementing marketing strategy. A case sets forth, in factual manner, the events and organizational circumstances surrounding a particular marketing managerial situation. The purpose of this paper is to look at why case studies are used, problems using them and recommendations using standard and innovative methodologies for using them effectively.

scholarly journals The relationship between marketing intelligence and strategic marketing

2014 ◽  
Vol 17 (4) ◽  
pp. 440-456 ◽  
Author(s):  
Peet Venter ◽  
Mari Jansen van Rensburg
Keyword(s):  
Decision Making ◽  
South African ◽  
Communication Technology ◽  
Decision Makers ◽  
Strategic Marketing ◽  
Marketing Decision ◽  
Information And Communication ◽  
Marketing Intelligence ◽  
Marketing Information ◽  
The Relationship

Despite the importance attached to MI and other marketing information functions, surprisingly few studies have explicitly examined the relationship between MI and strategic marketing decision-making. This article reports on a study conducted with the aim of determining the relationship between marketing intelligence (MI) and strategic marketing in South African organisations. A quantitative survey was conducted among 166 South African marketing decision-makers. The findings suggest a substantial gap between the importance and availability of key types of MI. Marketing decision-makers found the traditional MI and marketing tools of great value in supporting marketing decision-making, but the value of several of the newer MI tools and technologies was less clear. An analysis of MI practices suggested that MI quality and particularly information and communication technology (ICT) support for MI are areas requiring further attention. 

What differentiates successful strategic marketing among manufacturers in an emerging vs developed market?

2018 ◽  
Vol 30 (2) ◽  
pp. 309-332 ◽  
Author(s):  
Roger Brooksbank ◽  
Zahed Subhan ◽  
Steven Miller
Keyword(s):  
Decision Making ◽  
Emerging Markets ◽  
Emerging Market ◽  
Strategic Marketing ◽  
Conventional Model ◽  
Content Type ◽  
Developed Markets ◽  
Marketing Decision ◽  
The Usa ◽  
Competitive Success

Purpose Emerging markets present strategists with a unique set of challenges that result from a business environment that is quite different from that which characterises developed markets. Yet, little is known about marketing’s contribution to successful strategic decision making in emerging markets. Thus, the purpose of this paper is to examine the usage of conventional strategic marketing practice, as it relates to developed markets, within groups of higher- and lower- performing manufacturers in the emerging market of India, comparing it against that of their counterparts in the developed market of the USA. Design/methodology/approach The study is based on separate web-hosted questionnaire surveys conducted in India and the USA, yielding samples of 71 and 84 self-reported manufacturing companies, respectively. Data analyses were conducted using independent-sample t-tests and logistic multiple regression, and sought to compare and contrast successful strategic marketing decision making in each country. Findings The results confirm that conventional strategic marketing plays a vital role in facilitating the competitive success of manufacturers in India. However, they also suggest that differences in the strategic environments faced by manufacturers in both countries necessitate quite different priorities for success at each stage of the strategic marketing decision-making process. Research limitations/implications Due to relatively low response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out. Practical implications The research highlights the important contribution that conventional strategic marketing makes to the achievement of competitive success of manufacturers in India. However, it also identifies several specific practices that differentiate higher firm performance in the two countries, drawing into question the direct applicability of the conventional model of strategic marketing within an emerging market. Originality/value As far as is known for the first time, the applicability of the conventional model of successful strategic marketing within an emerging market is assessed. As a result, a new model is forwarded.

scholarly journals Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

2020 ◽  
Vol 12 (2) ◽  
pp. 1 ◽  
Author(s):  
Chi-Horng Liao
Keyword(s):  
Climate Change ◽  
Decision Making ◽  
Natural Resources ◽  
Social Marketing ◽  
Success Factors ◽  
Success Factor ◽  
Environmental Consciousness ◽  
Key Success Factors ◽  
Future Success

Due to the overuse of the environment and natural resources, our environment has suffered long-term damage and natural disasters have been exacerbated by climate change, resulting in a significant impact on people’s livelihood and security. People must consider saving the environment as everyone’s responsibility. Hence, Environmental consciousness should be promoted to inspire public participation. This study used the Decision Making Trial and Evaluation Laboratory (DEMATEL) method to identify the key success factors of social marketing in promoting environmental consciousness. The DEMATEL method has been proven highly effective in gathering the views of experts and thereby providing information of greater reliability in many areas. The results of this research suggest that “Take advantage of existing successful campaign”, “Using appropriate media channel to increase the participation”, and “Enhancing campaign success by appropriate research” are the main strategies for promoting environmental consciousness. The findings of this study may be used in future success factor evaluations where social marketing is compared with other measures aiming to increase the efficiency of the campaign.

scholarly journals Marketing Analysis for the Construction of a Business Plan: Analysis of the Restaurant Sector in the Commercial Center of a City Located in the Brazilian’s Interior

2021 ◽  
Vol 04 (12) ◽  
Author(s):  
Cleginaldo Pereira de Carvalho ◽  
Keyword(s):  
Decision Making ◽  
Market Research ◽  
Business Plan ◽  
Competitive Advantages ◽  
Plan Analysis ◽  
Marketing Analysis ◽  
The City ◽  
Commercial Center ◽  
Relevant Factors

Nowadays, when competitiveness has become a frequent factor among companies, they must be prepared and structured, in order to acquire competitive advantages in the market. The present work aims to analyze the restaurant market in the commercial center of the city of Lorena, state of São Paulo - SP, providing information on the profile of consumers, companies that compete in the market and influencing aspects in decision making in choosing the preferred establishment, thus providing the necessary subsidies for the elaboration of a possible business plan. The investigation was conducted through a bibliographic review and a market research applied to regulars in the commercial center of the municipality. The results obtained demonstrate the existence of a heterogeneous market, composed of consumers of the most varied ages, occupations and preferences for companies already established in the local commerce. The study also presented as the most relevant factors in the process of choosing the preferred restaurant the quality of the products, the service and the variety. Thus, the feasibility of proceeding to a detailed business plan, incorporating financial and marketing aspects, is concluded.

Identifying the Key Success Factors in Strategic Alignment of Transport Collaboration Using a Hybrid Delphi-AHP

2018 ◽  
pp. 1-36
Author(s):  
Yasanur Kayikci ◽  
Michael R. Bartolacci ◽  
Larry J. LeBlanc
Keyword(s):  
Supply Chain ◽  
Success Factors ◽  
Raw Materials ◽  
Strategic Alignment ◽  
Competitive Advantages ◽  
Sustainable Transport ◽  
Key Success Factors ◽  
Technical Risk ◽  
Reducing Costs

Transport collaboration has emerged as a growing trend that creates opportunities and competitive advantages for supply chain partners by eliminating inefficiencies and thus reducing costs. As a result, it allows the more efficient utilization of available resources and mitigates greenhouse gas emissions. Ensuring a strategic alignment among different partners is necessary to sustain a long-term collaboration with respect to transport and logistics activities. This chapter studies strategic alignment within the context of supply chain partners. The 37 key criteria from the technical, risk, financial, organizational, and operational categories for the formation and maintenance of a strategic alignment for collaboration are identified by utilizing a hybrid Delphi-AHP. This methodology utilized the expertise of transport experts from different countries. Establishing such collaborative initiatives from raw materials procurement to finished products distribution throughout supply chain is important for creating an efficient and environmentally/socially sustainable transport strategy.

Promotion on Marketing Decision-Making: “Case Study Albtelecom Eagle Mobile”

2018 ◽  
Vol 1 (3) ◽  
pp. 78
Author(s):  
Servet Gura ◽  
Kriselda Gura
Keyword(s):  
Decision Making ◽  
Product Life Cycle ◽  
Primary Data ◽  
Decision Making Process ◽  
Target Market ◽  
Telecommunication Sector ◽  
Marketing Decision ◽  
Telecommunication Companies ◽  
Key Factor ◽  
Or Organization

Decision-making is what is behind every action performed by each entity, company or organization. Due to the fact that, telecommunication companies can be listed among the organizationswhich undertake almost more than other companies promotion activities, this paper analyses the marketing decision-making process related to promotion mix of one of the largest company of the telecommunication sector in Albania “Albtelecom- Eagle Mobile”. The study aims to observe marketing decision-making process at telecommunication companies, presentation of the practical side of this process, and to identify factors that influence this process in Albanian market. Methodology used to collect the primary data/informationand to arrive in concrete results, is interview with open question. Among the main and concrete finding of the work we may emphasize those: while the company undertake promotion decisionthe purpose of promotion should be to sell something, product life cycle is the key factor taken into consideration on promotion activities by the companies operating on the telecommunication sector, thecustomers buying nature significantly affect the promotional strategy of companies, and most importantly, companies must promote with a certain strategy. It finally recommends development of promotional activities which are more creative, and attraction of the target market through those activities, companies must be sure for the message to be easily understandable for the consumers and customers.

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