STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa

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

2019 ◽  
Vol 1 (4) ◽  
pp. 212-217
Author(s):  
Arjang Arjang ◽  
Harwin Harwin ◽  
Wahyuddin Hamid ◽  
Andi Risma Jaya

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


Author(s):  
Viktor Nyzhnyk ◽  
◽  
Olha Hromova ◽  

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.


2021 ◽  
Vol 13 (18) ◽  
pp. 10310
Author(s):  
Sanne Ichelle Dubbelink ◽  
Carolina Herrando Soria ◽  
Efthymios Constantinides

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.


Author(s):  
Neven Šerić ◽  
Marijana Jurišić

The draw and diversity of the destination’s offer is an antecedent of the tourism visits growth. The destination supply differentiation is carried through new, specialised tourism products. The usual approach consists of forming specialised tourism products in accordance with the existing tourism destination image. Another approach, prevalent in practice of developed tourism destinations is based on innovating the destination supply through accordance with the global tourism trends. For this particular purpose, it is advisable to choose a monitoring and analysis method of tourism trends. The goal is to determine actual trends governing target markets, differentiating whims from trends during the tourism preseason. When considering the return on investment, modifying the destination’s tourism offer on the basis of a tourism whim is a risky endeavour, indeed. Adapting the destination’s supply to tourism whims can result in a shifted image, one that is unable to ensure a long term interest and tourist vacation growth. With regard to tourism trend research and based on the research conducted, an advisable model for evaluating tourism phenomena is proposed, one that determines whether tourism phenomena is a tourism trend or a tourism whim.


2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Iskandar Ritonga ◽  
Eka Purwati

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.


Author(s):  
Ilkin Gahramanov

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.


Author(s):  
Sreedhar Madhavaram ◽  
Radha Appan

Because of (1) the boundary-spanning nature of the marketing function, and (2) marketing’s evolution toward a dynamic, evolutionary process, and service-centered view, marketing strategy has come to be a core element of the firm’s business strategy. That is, in an information-intensive, competitive marketplace, marketing strategy is responsible for ensuring that all aspects of a firm’s marketing activities are focused on delivering superior value to customer. Further, recognizing information/knowledge and information technology (IT) as potential sources of competitive advantage, this chapter explores various IT-enabled capabilities that influence the firm’s marketing strategy. In doing so, specific IT-enabled capabilities that correspond to Market Orientation Strategy, Relationship Marketing Strategy, Market Segmentation Strategy, and Brand Equity Strategy are presented and discussed. Finally, this chapter concludes with a call for strategically oriented research for exploring, conceptualizing, developing, and measuring IT-enabled capabilities that influence marketing strategy.


2019 ◽  
pp. 160-175
Author(s):  
Tetiana Fasolko ◽  
Petro Semyanchuk

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.


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