scholarly journals Defining personnel marketing strategies

2019 ◽  
Vol 20 ◽  
pp. 146-157 ◽  
Author(s):  
Olena Gladka ◽  
Victoria Fedorova
Keyword(s):  
Marketing Strategy ◽  
Systematic Approach ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Management Team ◽  
Practical Significance ◽  
Methodological Basis ◽  
The Matrix ◽  
Employer Attractiveness ◽  
Selection Of

The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise’s external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming enterprise’s internal attractiveness as an employer. The choice of strategy is based on the Matrix determining the generalized level of enterprise’s attractiveness as an employer. This Matrix allows identifying nine types of personnel marketing strategies. The content of each type of personnel marketing strategy was substantiated. The main actions contributing to the improvement of level of enterprise’s attractiveness as an employer internally and externally were developed based on the 7Ps personnel marketing mix. Results of this study have theoretical and practical significance. They can be used as basis for further studies, while developed recommendations can be used by a management team for implementation within an enterprise that seeks to develop its employer attractiveness.

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 Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

Marketing Strategy and Differential Advantage

1983 ◽  
Vol 47 (2) ◽  
pp. 68-75 ◽  
Author(s):  
Victor J. Cook
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Marketing Mix ◽  
Portfolio Analysis ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
New Paradigm ◽  
Methods Of Analysis ◽  
Theoretical Function ◽  
Strategic Force

Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.

scholarly journals KAJIAN PENGEMBANGAN USAHA SIRUP MANGROVE DI DESA MARGASARI KECAMATAN LABUHAN MARINGGAI KABUPATEN LAMPUNG TIMUR

2017 ◽  
Vol 4 (1) ◽  
pp. 35
Author(s):  
Susni Herwanti
Keyword(s):  
Vitamin A ◽  
Marketing Strategy ◽  
Financial Analysis ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Pricing Strategy ◽  
Selling Price ◽  
Strategy Analysis ◽  
Promotion Strategy ◽  
The Village

Mangrove syrup is one of the featured product in the Margasari Village. This syrup is made from the flesh pidada famous sour, sweet and fresh. The content of vitamins A, B1, B2 and C is high enough so it is good for health. Although it tastes good and useful enough, but the mangrove syrup has not been widely known, especially in the province of Lampung. Therefore, this study aims to assess the feasibility of mangrove syrup business, analyze marketing strategy and then review the prospect of developing mangrove syrup business. The study was conducted in early 2016 in the village of Margasari. The selecting of the respondent was done purposively to “Cinta Bahari” group. This group is the only group that carries on mangrove syrup business. Financial analysis performed by calculating HPP, NPV, BCR, BEP and the PP while the marketing strategy analysis and prospect of mangrove syrup development is a descriptive qualitative. The results showed that mangrove syrup business financially was feasible. This was indicated by the value of HPP was Rp 4,950 per bottle, while the selling price was Rp8,000 per bottle, NPV> 0, BCR> 1, BEP was Rp 4,950, which means profitable  and PP faster than the life of the project. Furthermore, the group marketing strategies to 4 elements of the marketing mix showed that the place, product and promotion strategy needed improvement, while the pricing strategy had been carried out correctly. Based on this research, mangrove syrup business has good prospects to be developed.Sirup mangrove merupakan salah satu produk unggulan di Desa Margasari. Sirup ini terbuat dari daging buah pidada yang terkenal dengan rasa asam, manis dan segar. Kandungan vitamin A, B1, B2 dan C cukup tinggi sehingga sangat baik buat kesehatan. Meskipun rasanya enak dan manfaatnya cukup banyak, akan tetapi sirup mangrove belum banyak dikenal masyarakat luas, khususnya di Provinsi Lampung. Karena itu, penelitian ini bertujuan untuk mengkaji kelayakan usaha sirup mangrove, menganalisis strategi pemasaran sirup mangrove dan mengkaji prospek pengembangan usaha sirup mangrove. Penelitian dilakukan pada awal tahun 2016 di  Desa Margasari. Penentuan responden dilakukan secara purposive sampling terhadap kelompok cinta bahari. Kelompok ini merupakan satu-satunya kelompok yang menjalankan usaha sirup mangrove. Analisis finansial dilakukan dengan menghitung HPP, NPV, BCR, BEP dan PP sedangkan analisis strategi pemasaran dan prospek pengembangan sirup mangrove dilakukan secara deskriptif kualitatif. Hasil penelitian menunjukkan bahwa secara finansial usaha sirup mangrove layak untuk dijalankan. Hal ini ditunjukkan dengan nilai HPP sebesar Rp 4.950 per botol sedangkan harga jual sebesar Rp8.000 per botol , NPV > 0, BCR > 1, BEP sebesar  Rp 4.950 yang berarti menghasilkan keuntungan dan PP lebih cepat dari umur proyek. Selanjutnya strategi pemasaran yang dilakukan kelompok terhadap 4 unsur bauran pemasaran menunjukkan bahwa strategi tempat, produk dan promosi memerlukan perbaikan sedangkan strategi harga sudah dilakukan secara tepat. Berdasarkan hasil penelitian, usaha sirup mangrove memiliki prospek yang cukup baik untuk dikembangkan.

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 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 game theory approach to selecting marketing-mix strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mansour Abedian ◽  
Atefeh Amindoust ◽  
Reza Maddahi ◽  
Javid Jouzdani
Keyword(s):  
Game Theory ◽  
Nash Equilibrium ◽  
Marketing Strategy ◽  
Equilibrium Model ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Theory Approach ◽  
Market Place ◽  
Content Type ◽  
The Game Theory

PurposeAdopting efficient marketing strategies is a challenging task in a competitive market place involving complex marketing planning, techniques and mechanisms to identify the best course of action under these circumstances and finding optimal solutions or stable outcomes. Decisions and strategies of competitors in the market influence the selection of the appropriate marketing strategy. The main purpose of this paper is to develop a mathematical methodology based on the game theory approach for planning optimal marketing-mix strategies in dynamic competitive markets, taking into account strategic foresight and interaction effects.Design/methodology/approachThe game theory approach, as a decision-making tool in conflict situations, is suggested for planning and adopting optimal marketing strategy. The main intellectual attraction of the game theory is essentially a question of how to act in gaming situations against highly rational opponents A kind of static, finite and non-cooperative game analytics approach has been developed for this issue, and the proposed model has been implemented to design optimal marketing strategies for two top brands of the automotive parts market in Iran.FindingsThe findings of this study show that the optimal marketing-mix strategy for brand A is pricing and for brand B is the product strategy.Practical implicationsGame theory and the Nash equilibrium model can provide a practical approach to find and adopt the right strategy, know competitors' movements and strategies and get more profit.Originality/valueThe integration of the game theory approach into the marketing mix framework has been adopted as a generalized model for marketing strategy planning and analysis as well as to resolve some shortcomings of the marketing mix framework. The Nash equilibrium model has been used to analyze the results. The incorporation of game theory into marketing models has the potential to enrich the scope of marketing modeling.

Analisis Strategi Pemasaran Rumah Makan Dalam Menghadapi Persaingan Usaha

2021 ◽  
Vol 5 (1) ◽  
pp. 50-59
Author(s):  
Himawan Muhammad Reza ◽  
Sofian Muhlisin ◽  
Syarifah Gustiawati
Keyword(s):  
Marketing Strategy ◽  
Product Quality ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Parking Space ◽  
Business People ◽  
Doing Business ◽  
Business Principles ◽  
Islamic Economic ◽  
Starting A Business

In starting a business, a marketing strategy is one of the most important things. There is a lot of competition in doing business, so the marketing strategy must be carried out as well as possible so that the results are in accordance with the plan and can win the market. For this reason, it is necessary to conduct research on marketing strategies in terms of Islamic economics. With this background, business people must pay attention to marketing strategies in order to compete with other business people in accordance with sharia economic principles. The problem in this study is how the marketing strategy of Mbah Darsih's Angkringan restaurant in facing business competition and whether the marketing strategy of Mbah Darsih's Angkringan restaurant is in accordance with Islamic economic principles. The aim is to find out the marketing strategy used by Mbah Darsih's Angkringan restaurant and the suitability of the marketing strategy used with Islamic business principles. The data in this study were obtained from the results of interviews, observations, and documentation. The results obtained in this study Angkringan Mbah Darsih restaurant using a strategy commonly called the marketing mix where Angkringan Mbah Darsih is very concerned about product quality, promotional activities, price, and place. Angkringan Mbah Darsih in implementing its marketing strategy in accordance with Islamic business principles, namely siddiq, amanah, tabligh, fathonah. The shortcomings of Mbah Darsih's Angkringan restaurant in carrying out its strategy are the lack of consistency in carrying out promotional activities and the lack of available parking space.

scholarly journals Implementasi Strategi Pemasaran Pendidikan di Madrasah

2020 ◽  
Vol 3 (1) ◽  
pp. 1-14
Author(s):  
Dian ◽  
Ilis Rosbiah ◽  
Ari Prayoga
Keyword(s):  
Marketing Strategy ◽  
Services Marketing ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Educational Institutions ◽  
Education Services ◽  
Management Function ◽  
New Students ◽  
The Many

Competition between educational institutions, especially the private sector in order to get new students is very tight,  this can be seen by the many educational institutions that implement marketing strategies to attract as many students as possible. This study aims to reveal the implementation of educational services marketing strategies with the foundation of management theory and marketing mix in Madrasah Aliyah Miftahurroja Lebakmuncang-Ciwidey, Indonesia. The method used in this research is descriptive with a qualitative approach. Collecting data in this study are, observations of the internal and external environment of madrasas, interviews with madrasah heads, deputy heads of curriculum, educators, committee, and pamphlet study documents, list of institutions, madrasah marketing agenda. Data analysis techniques used are to do data reduction, data presentation, and drawing conclusions. The results of this study indicate that: first, the marketing strategy of education services to improve the quality of education in MA Miftahurroja Lebakmuncang Ciwidey by using the management function, there are four stages, namely Planning, organizing, implementing and evaluating. Secondly, the implementation of an education services marketing strategy in MA Miftahurroja Lebakmuncang through marketing mix namely; products, places, prices, promotions, people, physical evidence, and processes. The competitiveness of MA Miftahurroja Lebakmuncang Ciwidey is good enough, it can be seen from the data of the increasing number of students. 

scholarly journals Online Marketing Strategy Analysis of PT. Bagus Trans Wisata

2021 ◽  
pp. 65
Author(s):  
Kevin Benedict Lesmana ◽  
Rustono Farady Marta ◽  
Sugeng Wahjudi
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Strategy Analysis ◽  
The Public ◽  
Descriptive Research ◽  
Selection Of

The tourism industry is one of the largest industries in the world, including Indonesia. So it is said that this industry has a considerable influence, so that it can be ascertained that this is an opportunity for a business. The large number of existing social media makes marketers have to see an appropriate and broad target. Based on this, marketers must be fully prepared with the selection of media, certain efforts and ways to attract consumers. PT. Bagus Trans Wisata has used new media as a channel in promoting its travel products. One of the new media used, namely Facebook, the use of this new media is one proof of the success of a well-known company name throughout Indonesia. New media is a new form of social media used by the public, considering that conventional media is less effective in conveying mass messages. This paper aims to examine marketing strategies through social media at PT. Bagus Trans Wisata. This research uses descriptive research with a qualitative approach which aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company PT. Bagus Trans Wisata Tour & Travel Jakarta. Keywords: online, marketing, tourism, travel

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