Underestimating risk leading to the collapse of a market leader in tourism

The topic of this paper, underestimating risk leading to the collapse of the market leader in tourism, is demonstrated on the example of the British travel agency Thomas Cook, which at one time was one of the oldest and largest travel agencies in the world. The aim of this paper is to analyze the development of the stock prices of Thomas Cook from May 13, 2018 to May 19, 2019 and the factors that had an impact on the share price of this company in the monitored period. The base source of data are the share prices of the travel agency Thomas Cook in the specified period from May 13, 2018 to May 19, 2019 published by MarketWatch. A statistical description of time series is used, a moving average trend line is displayed, and a cause-and-effect analysis evaluating the impact of the published information on the value of Thomas Cook’s stocks is carried out. The general lesson for companies resulting from this contribution is that every negative event, announcement or piece of information has a negative impact on the value of a company’s shares and a collapse could happen even to the leader of a given industry. The collapse of Thomas Cook provides lessons for companies doing business in tourism, so that in the event of a planned merger, a suitable company is selected, the company’s funds are under control and development trends in the field are monitored.

Analisis Ekuitas Merek Aqua Berdasarkan Persepsi Kualitas Merek (Brand Perceived Quality) Pada Pengguna Media Sosial Instagram

PT AQUA Golden Mississippi, Tbk is one of the many brands thatproduce mineral water with various packaging needed. AQUA asthe market leader in the bottled water product category, has a strongbrand equity. In addition, AQUA increases the perceived quality inthe eyes of consumers by adding a variety of choices of bottleddrinking water of various sizes. In general, the purpose of this studyis to get an overview of AQUA's brand equity, while in more detailthe purpose of this study is to analyze the perception of brand qualityin drinking water in the AQUA brand packaging among the socialmedia users of Instagram. This research is a type of survey research,where the research aims to find out about the measurement of brandequity based on brand perceived quality elements in AQUA brandbeverage products. The number of samples in this study were 374samples, namely 365 women and 9 men. Based on the results of thestudy, it can be concluded from the percentage of 97.9% who chosestrongly agree and agree, that respondents believe in the qualitygiven that AQUA has clear water in the eyes of consumers, 93.3%who voted strongly agree and agree, that the bottled water producedby the AQUA brand does not have a smell or smell in the eyes ofconsumers, 68.2% of AQUA consumers choose strongly agree andagree it is proven that the quality of AQUA is very good, 90.7% whochoose strongly agree and agree, that AQUA is believed to be ahygienic product in the eyes of consumers, 96% who voted stronglyagree and agree, that AQUA can make it easier to consume drinkingwater in the eyes of consumers, 96.3% who choose strongly agreeand agree, that AQUA has an easy logo recognized and rememberedin the eyes of consumers, 96.3% who voted strongly agree and agree,that AQUA has good packaging in the eyes of consumers, 79% whochose strongly agree and agree, that AQUA has the same qualityfrom time to time in the eyes of consumers, 89, 3% who votedstrongly agree and agree that AQUA has a price that is in accordancewith the volume/size in the eyes of consumers

Makalah Strategi Pemasaran Puspa Farida (90500120014)

produsen dalam kegiatan pemasaran produk atau jasanya harus membutuhkan konsumen mengenai produk atau jasa yang dihasilkannya. Salah satu cara yang digunakan produsen dalam bidangpemasaran untuk tujuan meningkatkan hasil produk yaitu melalui kegiatan promosi.Sebagaimana diketahui bahwa keadaan dunia usaha bersifat dinamis,yang selalu mengalami perubahan yang terjadi setiap saat dan adanya keterkaitan antara satu dengan yang lainnya. Oleh karena itu strategi pemasaran mempunyai peranan yang sangat penting untuk keberhasilan perusahaan umumnya dan pada bidang pemasaran khususnya. Disamping itu strategipemasaran yang diterapkan harus dit injau dan dikembangkan sesuai dengan perkembangan pasar dan lingkungan pasar tersebut . Dengan demikian strategi pemasaran harus dapat memberikan gambaran yang jelas dan terarah tentang apa yang dilakukan perusahaan dalam menggunakan setiap kesempatan atau paduan pada beberapa sasaran pasar.Dalam penulisan karya ilmiah ini, penulis membahas dalam lima bab,yaitu:Bab satu, berisi pendahuluan yang yang membicarakan alasan pemilihan judul, luas dan tujuan penulisan serta sistematika pembahasan.Bab dua, memuat tentang aspek penting dalam pemasaran, yaitu menjelaskan tentang rencana st rategi pemasaran, pasar sasaran, dan bauran pemasaran.Bab t iga, memuat tentang faktor- faktor yang mempengaruhi st rategi pemasaran. Dalam hal ini akan dibahas tentang rencana strategi perusahaan dan faktorfaktor yang mempengaruhi st rategi pemasaran perusahaan.Bab empat,pada bab ini akan dibahas mengenai strategi untuk setiap posisi bisnis, sepert i Market leader, Market challanger, Market follower, atau Market Nicher.Bab lima, pada bab terakhir ini, penulis mencoba untuk membuat kesimpulan akhir atas apa yang telah diuraikan dan memberikan saran-saran yang mungkin dapat dipertimbangkan dalam penentuan strategi pemasaran.

Makalah Strategi pemasaran dalam persaingan bisnis Puspa Farida (90500120014)

Produsen dalam kegiatan pemasaran produk atau jasanya harus membutuhkan konsumen mengenai produk atau jasa yang dihasilkannya. Salah satu cara yang digunakan produsen dalam bidangpemasaran untuk tujuan meningkatkan hasil produk yaitu melalui kegiatan promosi.Sebagaimana diketahui bahwa keadaan dunia usaha bersifat dinamis,yang selalu mengalami perubahan yang terjadi setiap saat dan adanya keterkaitan antara satu dengan yang lainnya. Oleh karena itu strategi pemasaran mempunyai peranan yang sangat penting untuk keberhasilan perusahaan umumnya dan pada bidang pemasaran khususnya. Disamping itu strategipemasaran yang diterapkan harus dit injau dan dikembangkan sesuai dengan perkembangan pasar dan lingkungan pasar tersebut . Dengan demikian strategi pemasaran harus dapat memberikan gambaran yang jelas dan terarah tentang apa yang dilakukan perusahaan dalam menggunakan setiap kesempatan atau paduan pada beberapa sasaran pasar.Dalam penulisan karya ilmiah ini, penulis membahas dalam lima bab,yaitu:Bab satu, berisi pendahuluan yang yang membicarakan alasan pemilihan judul, luas dan tujuan penulisan serta sistematika pembahasan.Bab dua, memuat tentang aspek penting dalam pemasaran, yaitu menjelaskan tentang rencana st rategi pemasaran, pasar sasaran, dan bauran pemasaran.Bab t iga, memuat tentang faktor- faktor yang mempengaruhi st rategi pemasaran. Dalam hal ini akan dibahas tentang rencana strategi perusahaan dan faktorfaktor yang mempengaruhi st rategi pemasaran perusahaan.Bab empat,pada bab ini akan dibahas mengenai strategi untuk setiap posisi bisnis, sepert i Market leader, Market challanger, Market follower, atau Market Nicher.Bab lima, pada bab terakhir ini, penulis mencoba untuk membuat kesimpulan akhir atas apa yang telah diuraikan dan memberikan saran-saran yang mungkin dapat dipertimbangkan dalam penentuan strategi pemasaran.

Use and E ffect of Google Ads Effect of Google Ads for M arketing S uccess

The present article examines success factors by using and implementing google ads in enterprises. In order to assess the importance of google ads for marketing success, the first step is to classify the importance of google as a search platform. Measured in terms of page views, google was the clear market leader in the search engine market with a market share of 87.66 percent, ahead of Bing and Yahoo. 5.8 billion search queries per day - two trillion search queries per year - also generate opportunities for companies to present themselves and win customers. The results of this research suggest that the keyword for successful online marketing in SEA focuses on relevance. Only if content is created that, in addition to the actual promotion of a product or service, leads to further and for the user target-oriented information, the campaign experiences a quality upgrade, which not only affects the ranking and quality factors, but also the conversion behavior of customers. Based on the execution of a literature review, which has been carried out with emphasis on empirical studies and essays since 2010, four main success factors, such as presentation and content of the website, accordingly keyword marketing, the complementary use of analytics, and ad extension have been evolved.

Adoption time of a maturing disruptive technology in a duopoly market

New disruptive technologies invalidate the traditional competition dimension in continuous innovation and reconstruct the competitive landscape. These technologies leave a management gap in the adoption of new technologies by competing companies. Accordingly, this research establishes a duopoly game model based on horizontal and vertical differentiations for technology competition problems with asymmetric features. Competition between firms and technologies are investigated simultaneously. We find that a profit increase from new technologies is typically eliminated by the increased technology competition. Thus, firms with competitive advantages in the old market may be late in adopting new technologies, and the competition will further delay the adoption process. We then introduce a preemption strategy for adopting disruptive technologies, and test it in both current established competition and threat competition from the entrants. Results show that leading companies may hesitate in deterring new entrants for fear of losing the leadership in the current competition. At last, we provide a time strategy that can help the market leader maintain a leadership position with minimal losses. Our research has contributed to the studies of both the interpretation of the “innovator's dilemma” and the direction of technology adoption research under multi-dimensional technologies and multiple competitors.

Can Maruti Suzuki’s wagonr steer through the repositioning drive?

Case overview Maruti Suzuki India Limited (MSIL), a joint venture between Maruti Udyog Limited, India and Suzuki Motors, Japan, is considering repositioning its WagonR brand amidst issues of overall decline in sales in the automobile industry. With a market share of more than 53%, MSIL is the market leader in passenger vehicle segment in India, yet it is facing difficulties in driving up sales. The company’s portfolio comprises entry-hatch, mid-hatch, premium-hatch, sedan, SUV/MUV, crossover and van. The case dilemma involves the decision that MSIL’s management should take for the repositioning of WagonR, a compact hatchback, at a time when the automobile industry is showing no signs of recovery. Is it opportune to reposition WagonR, given the current situation of the passenger car market in India? If yes, what can MSIL learn from its past positioning efforts and how can it use insights about consumers’ current perceptions of WagonR’s brand image to arrive at a repositioning decision? Leaning objectives Using the case will help address the following objectives: to expose students to the challenges of repositioning an established brand; appreciate the need for and importance of repositioning established brands; evaluate existing positioning and market conditions for making a sound decision; and develop analytical skills that will prepare them to make decisions in real business scenarios. Complexity academic level The study is suitable for Masters level students in courses on Marketing Management, but it can also work well in elective courses such as brand management. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Youth-appealing features in popular e-cigarette brand advertising in the USA after heightened scrutiny in 2018

PurposeYouth electronic cigarette (e-cigarette) use remains high in the USA, and advertising is a contributor. The purpose of this study was to identify themes and characteristics of popular e-cigarette companies’ advertising after e-cigarette companies became more highly scrutinised in 2018.MethodsUsing a systematic, quantitative content analysis, three trained coders coded e-cigarette advertisements from JUUL, Puff Bar, Vuse and Blu from 2019 and 2020. Based on previous work, they coded for: type of advertisement, flavours, promotions, product cues, descriptors, claims, imagery, youth-oriented themes and sensational appeals.ResultsOf the 401 e-cigarette advertisements, the majority were emails (38.2%) and Instagram posts (30.9%). Over half (53.6%) showed flavours other than tobacco, with Puff Bar leading the brands (70.2%; p<0.001). The most frequently used product cues were showing the product (51.4%) or packaging (42.4%). The most common claim was being an alternative to smoking (14.2%). The most frequently used imagery was fruit (14.0%), employed most by Puff Bar (p<0.001). The only youth-oriented theme present was humour (4.2%). Positive sensations (eg, good taste, good smell or satisfying; 17.1%) was the most common form of appeal, with Puff Bar using it at the highest frequency (p<0.001).ConclusionEven with heightened scrutiny of e-cigarette brands, advertisements still included youth-appealing content such as flavours, fruit imagery and positive sensations. Puff Bar led in all these categories, and it rapidly gained market share after market leader JUUL limited the sales of its flavoured products. Research should continue to monitor the characteristics of e-cigarette advertisements and consider their impact on youth.

Smart advertising in prescription only medication; aligning it with prescriber’s or consumer’s behavior

Purpose This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical events, journal ads and direct-to-consumer advertising [DTCA]) on sales. Based on the effect comparisons, the second objective is to determine whether advertising tools that are more compatible with prescriber’s behavior have superior impact on sales. Third is to examine empirical support for the argument that advertising directly to consumers, as a market follower versus leader, has a backfiring effect. Finally, this paper aims to assess the magnitude of variance in sales as a function of each advertising tool. Design/methodology/approach Data on unit sales and spending (on DTCA, journal ads, events and detailing) ranging 84 months are obtained for six prescription-only cholesterol-reducing brands. First, linearity is checked. Second, evolution versus stationarity is tested by applying the unit-root test. Third, potential endogeneity among variables is assessed with granger causality. Fourth, vector autoregressive model (VAR) that accounts for endogeneity and dynamic interactions is specified. Intercept, seasons and market share are added into the model specification as exogenous variables. Fifth, VAR with akaike selected lags and generalized impulse response are conducted. Finally, sales variance is decomposed with forecast error variance decomposition and Cholesky ordering. Findings A 10% increase on detailing or journal ads spending brought an immediate (one month) negative effect on sales in a market leader, whereas that same increase is insignificant in a market follower. A 10% increase on DTCA (vs detailing) spending led to a negative (vs positive) carryover effect for the market follower, giving empirical support to the backfiring effect of DTCA and partial evidentiary support suggested about prescriber friendly advertising. However, DTCA induces a larger short term and longer carryover effect in a market leader, with seven times more effect on sales than what detailing does. In addition, it explains 50% of the variation in sales. Originality/value The model applied captures extensive dynamics; hence, findings are robust. The analysis considered comparison in terms of prescriber friendly (vs not) advertising tools and brand market status and thus can make managers rethink strategy of advertising budget allocations. This study also introduced a new look onto DTCA and hence challenges the traditional thought held on consumer advertising response.

Applying Growth Hacking Method to Identify Customer Profile with Big Data Framework in Telecommunication Company

We can’t deny that there are two things that take the biggest cost in marketing: The first one is the cost for advertising in TVc, newspapers, radios, and the second one is the sales fee for door-to-door marketing. Enterprise is pushed to increase the amount of sales and revenue as high as it can, and decrease the marketing cost especially for advertising and sales fee. Growth Hacking could be an alternative media to raise 4 elements often called AIDA (Awareness, Interest, and Action) of a product for market target that can be classified based on customer’s desire, needs, and behaviors. This classification can be gained by big data analysis. This paper will discuss about the use of growth hacking which at first used by many startups, new enterprise with services and products rarely known. We try to implement growth hacking in a market-leader company with well-known products, but the investment and competition level are still high. How to apply it and get the insight from the implementation. This paper also discusses the role of big data in mapping customer behavior in specific locations so that the content of Growth Hacking can be received by prospective customers without rejection of campaign in growth hacking.