MIMICRY MARKETING STRATEGY (MMS) ON MARKETING PERFORMANCE: THE ROLE OF BUSINESS ENVIRONMENT AND TYPES OF INDUSTRY

doi:10.23969/trikonomika.v18i2.2116

Abstract

Research about Mimicry Marketing Strategy (MMS) on marketing performance has been done before. However, in the previous study, there was no separation between the service industry and the manufacturing industry. In addition, there was also no experiment in the business environment with intense competition and business environment with non-intense competition. This study aims to analyze the effects of MMS on marketing performance in the service industry and manufacturing industry with intense and non-intense business environment. Respondents in this study were 100 MSMEs in Banyumas Regency, taken using Random Sampling method. The analytical tool used in this study is multiple regression analysis and regression analysis moderating sub-groups with a Chow-test. The results of this study indicate that mimicry towards consumers, mimicry towards competitors, and mimicry toward suppliers have positive effect on marketing performance, while mimicry on intermediaries does not have a positive effect on marketing performance, business environment and types of industry moderate the relationship between MMS and marketing performance.

Highlights

Contingency theory explains the relationship between the suitability of the strategy and the environment, in which the appropriate strategies which are fit to the environment will lead to satisfying organizational performance (Lee and Miller, 1996)
Based on the above analysis, conclusions can be formulated as follows: (1) Mimicry toward consumers, mimicry toward competitors, and mimicry toward suppliers have positive effect on marketing performance, while mimicry toward intermediaries does not have a positive effect on marketing performance; (2) Business environment moderates the relationship between Mimicry Marketing Strategy (MMS) and marketing performance; (3) Types of business moderate the relationship between MMS and marketing performance
To improve the marketing performance, it is necessary to make efforts to increase mimicry towards consumers by increasing the ability to analyze consumer’s character appropriately, improving the ability to analyze consumer’s conditions appropriately, increasing the ability to place themselves in the position of consumers emotionally, always doing experiment with various marketing approach, improving the ability to use different marketing approach for each consumer character, as well as improving the ability to use a different marketing approach in each of the different conditions of consumers

Summary

Introduction

Contingency theory explains the relationship between the suitability of the strategy and the environment, in which the appropriate strategies which are fit to the environment will lead to satisfying organizational performance (Lee and Miller, 1996). Mimicry Marketing Strategy (MMS) is one of the strategies to adapt to the business environment, competitors, suppliers, intermediaries, and consumers (Suliyanto, 2015). This study examines MMS as an antecedent of marketing performance by placing environmental factors and types of industry as moderation. Research that examines the antecedents of organizational performance will always be interesting. Organizational performance is related to how well the organization achieves marketing objectives and financial goals (Yamin et al, 1999; Li et al, 2006). Organizational performance in previous research is generally measured using financial and marketing criteria, which consists of return on investment (ROI), market share, profit margin, the growth of ROI, the growth of sales, and the growth of market share (Pulendran et al, 2000). Marketing performance measurement can be done by using objective and subjective approaches

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Conclusion