Methods of digital marketing positioning in the global civil passenger aircraft market

Under conditions of intense competition, the creation of new products and their promotion to the market requires marketing support. The central element of marketing innovation management is marketing positioning. In contrast to the methodological aspect, there is almost no procedural component of positioning in scientific works and publications. Moreover, due attention is not paid to the issues of market segmentation and the allocation of the competitive advantage of such high-tech products as civil aircraft. This determines the relevance of the task of developing a procedure for marketing positioning within the framework of managing the product offer of the aircraft industry enterprises. From the standpoint of a systematic approach, the necessity of studying the adjacent air transportation market is reasonable, as well as the analysis of the correlation of its segmentation with the allocation of target segments of the aircraft market. When conducting a competitive analysis, we propose to consider the market position not only of certain types of civil aircraft, but also of aircraft families. Modeling marketing management shows the role of positioning in the processes of creating, manufacturing and operating aircraft. A distinctive feature of the procedure is the proposed stage of evaluating the effectiveness of the selected product position implementation, which allows us to analyze the feasibility of marketing decisions throughout the product life cycle. Special attention is paid to the issues of information support. The research results presented here reflect the specifics of the marketing activities of aviation industry enterprises and contribute to the development of the conceptual foundations of industrial marketing.

LUXURY-ТЕХНОЛОГІЇ ЯК ЗАСІБ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМНИЦЬКОГО БІЗНЕСУ

The article seeks to explore the specifics of premium brands and current trends in business entrepreneurship. Managing modern Luxury business, in other words, fashion industry, and in particular designer brands as its key asset is an independent scientific and applied research issue which has gained increasing importance over the last decades. The economic crisis spurred by the COVID-2019 pandemic has become a profound turmoil for the global economy. However, according to the results of modern research studies, this situation has contributed to creating favourable environment for bringing business to a qualitatively new level which resulted in the first place in shifting much of creative business processes to a virtual domain, thus transforming fashion business into online business models. The research hypothesis is represented by the statement that a thoroughly developed and implemented marketing strategy based on Luxury technologies, as well as doing entrepreneurship-driven business including strategic marketing positioning, will facilitate a significant increase in the company market share and profits along with finding pathways to outperform the competitors, including big international market players. The purpose of this study is to substantiate the variability of making use of Luxury technology as a promising tool to boost the competitiveness of entrepreneurial ventures. The methodological framework of the research covers a branding theory – to identify the most appropriate methods to build Luxury brands, strategic marketing tools – to develop a business strategy to promote Luxury brands, portfolio and matrix approaches – to justify the positioning of Luxury brands. In addition, the study offers a matrix approach to managing designer brands, together with suggesting a better understanding of the role of a designer brand portfolio concept as the most effective business model in the area of Luxury sector management. It is argued that application of Luxury technology will help to enhance the designer brand management paradigm in both local and the global Luxury markets.

The Strategic Planning and Branding Tactics of Meituan

Meituan, an Internet company that focuses on businesses such as food delivery and hotel-ordering, was first launched in 2009. Within a decade, Meituan has evolved into a shopping platform that Chinese rely on, due to Meituan’s smart strategic planning, marketing positioning, high working efficiency, and its variety of business branches. Meituan has emerged as one of the Top 20 Risers global brands and ranked 54th among the Top 100 brands in 2020. As a service company that occupies the biggest portion of food delivery within the Chinese market, it’s of significance to explore what factors make Meituan the most successful and popular platform that changes people’s way of living. By investigating on Meituan’s financial reports, industry analysis, case studies and peer brand comparison, this paper will analyze Meituan’s strategic planning and development of its business and its linkage with consumer psychology, examine the factors that contribute to Meituan’s success, and provide inspiration of the brand’s future development.

Why Does Choice Matter?

This study focused on the course and school preference of select high school students, SY 2007-2008 and SY 2018-2019 and answered the following questions: What are the schools and courses preferred by the select high school students from the two batches under study? What are the possible reasons for choosing the school/s and the course/s? What are the factors affecting their decisions? What is the status of the De La Salle Medical and Health Sciences Institute (DLSMHSI) in terms of the level of preference/choice of the respondents from the two batches?; and What is the status of the DLSMHSI in terms of its marketing /positioning / branding? This study involved 1,186 high school students from SY 2017-2018 and 954 senior high school students from SY 2018-2019. Data collected were treated using frequency count; relative frequency or percentage; and ranking. The study reveals that the High school students are indeed sure enough of the school and the course to take on the whole, their choice of course to pursue depends on its perceived applicability to their chosen career, on the other hand, their choice of school where to complete college education depends on who makes the decision in the family, academic program presentations provided by schools, the features, general image and record of a higher education institution. Finally, DLSMHSI is an institution acceptable to the respondents in terms of pursuing health sciences-related courses.

Muddling Through Destination Marketing: Experiences from the North West Province, South Africa

Globalization propagates the dominance of internationalization and the shortage of resources to strengthen competitive edges is apparent. The 4th Industrial Revolution (4IR) in developing countries is still a wish rather than a reality, putting more strains on destinations located in developing countries and hampers destination marketing strategies. This paper examines the rationale for destinations’ confusion over their positioning status, using the North West Province as a reference point. The paper adopts a qualitative design which was sourced through reviews of destination marketing strategies, white paper tourism policy and provinces’ tourism websites. The reviews were further analyzed using content analysis. The results indicate that the province positions itself as a cultural and heritage destination and that cultural and heritage activities account for less than 5%. Also, the results indicate a mismatch of the province’s strong attributes and marketing positioning strategy. The paper concludes that the province would become the hub of destination marketing and huge patronage if it focuses on its strengths and main competitive edge, namely the social activities, shopping, eating out, nightlife, and natural attractions such as the sun, dunes, and platinum mines.

Challenges in Developing Urban Marketing Strategies: Evidence From Ekaterinburg

2018 FIFA World Cup became the first championship held in Russia and Eastern Europe. However, at that time, Russia already had experience in hosting sports mega-events such as the 2014 Winter Olympics in Sochi, the 2013 Summer Universiade in Kazan, and before that the 1980 Olympic Games in Moscow. Hosting the championship in 11 cities at once sets the 2018 FIFA World Cup apart from all these events. It gave impetus to the socio-economic development of all cities (and regions) where the matches were held, including Ekaterinburg. On the other hand, the sports mega-event provides unique opportunities for the global marketing positioning of the city. The present study examines the challenges of developing a city marketing strategy using the case of Ekaterinburg. Theoretical foundations of place marketing were employed for the analysis. Based on the critically explored concepts of place marketing and the competitiveness of the territory, the author’s 4C + 1S model was constructed. The current state of the urban environment was evaluated using a SWOT analysis conducted in a group of students. The research also analysed cities’ experience in conducting recent sports mega-events in the world and managing their facilities and infrastructure after these events. In conclusion, we formulated the proposals for Ekaterinburg’s positioning, including the improvement of the transport system, solution to environmental problems, increase in the effectiveness of the local government, and maintenance of public consensus. As a basis for specialisation, it is suggested to consider either the industry of meetings (MICE) or industrial tourism with complementary ‘natural’ and ‘historical’ directions. The proposed 4C + 1S model can be used as a methodological framework for the creation of urban marketing strategies. Additionally, the article makes a theoretical contribution to the development of place marketing. The results can be applied in further academic urban studies.

Strengthening the Marketing Strategies for the Traditional Property Developer in Malaysia

During the global economic downturn not only affecting Malaysian property industry but it was also impacted the global property industry, during the economic recession was increasing market competitive eventually the Malaysia property industry is even more challenging with oversupplying properties as more and more building been completed in the markets, but the sales are slow during the economic downturn. Therefore, an effective marketing plan is an integral aspect even for all types of businesses, which also been widely recognized and acknowledged, as an effective marketing plan has a significant positive impact on all kinds of businesses. The goal of this case study is to strengthen the marketing strategies with access and examine the marketing strategies for the traditional property developer firm in Malaysia with the targeted company name is 'S,' a direct interview with the marketing team was applied to examine the company marketing strategy. Strengthening of the marketing strategies plans with considering the marketing factors such as marketing positioning, marketing recognition, diverse customer base, marketing strategies effectiveness, internal environment, promotion strategies, promotion budgets, and product design and technology. The finding of this case study is providing a solution for strengthening the marketing strategies for the traditional property developer firms even during the economic downturn which able to strengthen and improve the company market share and reduce the burden with selling off the completed balance unsold stock units, as this traditional property developer firm need to upgrade, update and improve their marketing strategies.