Marketing Strategy Adaptation Research Articles

Analisis Komunikasi Pemasaran di PT. Melia Sehat Sejahtera dalam Menarik Minat Konsumen

This research aims to analyze marketing communications implemented by PT. Melia Sehat Sejahtera in an effort to attract consumer interest in its products and services. The research method used involved interviews with the company's marketing managers to gain in-depth insight into the communication strategies that had been implemented. The interview results show that the company has adopted a diverse marketing communications strategy, including an active presence on social media, personal selling, as well as promotional events and collaborations with health influencers. Despite its success in attracting consumer interest, the company is also faced with several challenges, such as intense competition, changing consumer trends, and advertising bans. This research provides an in-depth understanding of PT's marketing communications strategy. Melia Sehat Sejahtera, as well as highlighting the challenges faced in dealing with the dynamics of the health market. The implications of the research results can be used as a basis for developing more effective and adaptive marketing strategies in increasing consumer attractiveness.

Comparative Study of Marketing Strategies Between Starbucks and Luckin Coffee in China

This paper examines the marketing strategies of Starbucks and Luckin Coffee in Chinas booming coffee market. It analyzes their key approaches, promotional tactics, pricing models, and target customer segments. The study aims to understand how these strategies have influenced each companys brand positioning and market share. A comprehensive understanding of their strategies and effectiveness is achieved by utilizing multiple sources, such as scholarly articles, industry reports, and marketing campaigns. While Starbucks emphasizes a high-end experience and loyalty, Luckin Coffee focuses on accessibility and affordability. Both companies face the challenge of maintaining profitability in a highly competitive market. They prioritize digital platforms but employ different strategies to stand out. Starbucks cultivates an upscale coffee culture, while Luckin Coffee rapidly expands through cost-effective measures. This review highlights the importance of adapting marketing strategies based on local market dynamics and audience preferences. Future market entrants can learn valuable lessons from the successes and challenges these major players face in Chinas coffee industry.

ЗМІНИ УПРАВЛІНСЬКИХ ПРОЦЕСІВ В ОРГАНІЗАЦІЯХ, ВИКЛИКАНІ ВІЙНОЮ В УКРАЇНІ

The article is devoted to the study of the changes in management process at enterprises in Ukraine. The war in Ukraine influenced all areas of activity and all industries. Transformations in management processes in organizations have also undergone. The study is based on the analysis of literature and experience in war. Methods of analysis, synthesis, comparison and generalization are used to understand and identify the main aspects of management transformation. Management processes in organizations during the war have their own characteristics. The main changes in the management process relate to four management functions – planning, organizing, motivation and control are defined. It is revealed that during the war business organizations change the time horizons of planning and move from strategic to tactical and operational planning. When it becomes dangerous to work, there are interruptions of electro-, heat, water supply, prices for raw materials, materials, goods are increasing, there is not enough labor, lack of fuel, strategic plans become inappropriate. Increasingly, organizations are practicing partial or complete transfer of physical space to online environment. The key aspects of business transition into virtual format are identified: communication, remote work, online sales and customer service, cybersecurity, process optimization, data restoration and backup, training and staff development, accessibility, adaptation of marketing strategies, process and project management, data analysis and tracking indicators, adaptation of company culture. The key to maintaining motivation is to preserve the opportunities for career development and professional growth of workers, increase wages, provide financial bonuses or compensation for risk for workers in the area of hostilities, providing social packages, health insurance for families. Possible aspects of changes in control are the introduction of new security, monitoring and control measures, as well as cooperation with the authorities and security authorities. The results of the study can be used by the managers of organizations for development of strategies and practical approaches to achieve sustainability and success in time of war.

Цифрові маркетингові інструменти в рекламній кампанії на зовнішніх ринках

This article reviews advertising tools and analyzes their importance. The advantages of advertising media have been researched and their characteristics have been provided. Attention is also paid to modern advertising campaign tools that companies use to promote their products and services in foreign markets. With an emphasis on the dynamics of globalization and digitalization, the latest trends and innovations in the field of marketing and advertising are analyzed, allowing to effectively reach target audiences in different parts of the world. Particular attention is paid to how companies adapt their advertising strategies to changing consumer requirements and preferences in international markets and, further, how technological innovations affect the choice of tools for advertising campaigns. Various tools are described, including digital media, social media networks, influencer marketing, contextual advertising, SEO optimization, and other digital channels that currently are at the forefront of advertising activity. There is a strong focus on the interactive and personalized aspects of digital marketing, which provide businesses with the opportunity to build deeper and more emotional connections with their customers. Previously unexplored parts of the general problem are highlighted, in particular, the difficulties of measuring the effectiveness of various advertising tools in international markets and the adaptation of marketing strategies to the cultural characteristics of different countries. The aim of the article is to determine the most efficient modern tools of the advertising campaign for the international market and to develop recommendations for companies seeking to expand their presence abroad; outlining the methodological and practical aspects of the process of managing marketing tools at enterprises. The efficiency of each tool was evaluated on the basis of information obtained from scientific sources, using observational and abstract methods, as well as comparative analysis. Different levels of strategies are considered, along with the main tools for each level. The major performance indicators of the marketing campaign are analyzed in order to determine further directions for improving the campaign. When implementing any marketing campaign in the digital space, digital tools create many opportunities and threats for companies that need to be considered in order to minimize possible setbacks at launch.

ПРИНЦИПИ ІНФОРМАЦІЙНОГО УПРАВЛІННЯ СОЦІАЛЬНИМ МАРКЕТИНГОМ МАЛОГО ПІДПРИЄМСТВА ПІД ЧАС ВІЙНИ

In the article the authors outlined the principles of information management in social marketing for small businesses during wartime, emphasizing the necessity of adapting marketing strategies and marketing information system to maintain customer trust and loyalty amidst market instability and resource limitations. The purpose of the article is to develop and systematize a set of information management principles that optimize social marketing strategies for small businesses in wartime conditions. The article provided statistical data on the functioning of entrepreneurs during the martial law in Ukraine. The authors proposed a systematic approach to integrate social and ethical principles into marketing activities, highlighting the role of marketing information systems in collecting and analyzing data to make informed decisions. The article extended to the challenges small businesses face during the wartime, such as decreased demand, supply chain disruptions, and financial losses, and suggests leveraging social marketing tools for visibility of the activities of the entrepreneurs and community engagement. The importance of sensitive, accurate information dissemination during conflict times is underscored, along with strategies for supporting affected communities, ensuring service accessibility, and promoting humanitarian initiatives. In the article the authors argued for the effectiveness of social marketing in addressing societal issues, enhancing reputation, and fostering sustainable development, concluding that strategic information management is crucial for small businesses' resilience and growth during crises. In total, the article further emphasized the role of social marketing as a bridge between small businesses and their communities, promoting not only economic activities but also societal well-being and cohesion. By aligning business operations with social goals, entrepreneurs can contribute to peace building efforts and create a positive social impact, underscoring the integral connection between business resilience, social responsibility, and community support in times of conflict.

The Effect of Trust on Customer Loyalty through Customer Satisfaction

The growth of the tourism sector in Indonesia, particularly in the fast-food restaurant industry, has created significant investment opportunities. The phenomenon of lifestyle changes in urban communities, where time is a crucial factor, has driven interest in convenient and easily accessible fast-food. McDonald's, as a key player in this industry, continues to develop adaptive marketing strategies by introducing innovations and attractive promotions. Customer trust and satisfaction are the keys to maintaining and expanding market share. This research aims to investigate the influence of trust on customer satisfaction and loyalty, and whether trust affects customer loyalty through customer satisfaction, focusing on McDonald's consumers in Bandar Lampung. A quantitative research method with a deductive approach was employed, and a sample of 110 respondents was selected using purposive sampling. Data analysis involved statistical methods and the Smartpls 4.0 application. The research results indicate that trust has a positive and significant impact on customer satisfaction and loyalty. The implications of these findings provide insights for companies, especially McDonald's, to enhance customer trust and satisfaction in efforts to maintain competitiveness in the competitive fast-food industry.

Analisis Strategi Pemasaran Tanaman Hias Anggrek di Tangerang Selatan: Peluang dan Tantangan bagi Produsen Lokal

This study aims to analyze the marketing strategy of orchid ornamental plants in South Tangerang, especially in the context of opportunities and challenges faced by local producers. Conducted in December 2023, this study took objects from 10 housewives cultivating orchid ornamental plants in South Tangerang City. The method used is descriptive qualitative, by conducting in-depth interviews and observations of local producers to understand the marketing strategies they use, as well as identifying opportunities and challenges faced in marketing their products. The results showed that local producers used a variety of marketing strategies, including local exhibitions, online sales, and cooperation with local florists. However, there are several challenges faced, including limited market access, price competition with imported products, and lack of understanding of digital marketing. In-depth discussions are conducted to evaluate effective marketing strategies and overcome the challenges faced. The implications of this research highlight the importance of developing innovative and adaptive marketing strategies for local producers in the face of increasingly fierce market competition. Recommendations include improving market access through cooperation between local producers, training on digital marketing, and improving local product branding to increase competitiveness in local and international markets. Thus, this research contributes to strengthening the local orchid cultivation sector in South Tangerang.

Innovation in Smart Marketing: The Role of Technopreneurs in Driving Educational Improvement

This study explores the influence of marketing strategies, technology utilization, inclusive education policies, and collaboration with the industry sector on the positive image of educational institutions. Employing the SmartPLS approach and statistical analysis, the findings indicate that responsive marketing strategies, effective technology utilization, inclusive policies, and partnerships with the industry sector significantly impact the institution's image in education. In this research, it was found that market-responsive marketing strategies significantly affect the positive institutional image (T-statistics: 13.197), followed by technology utilization playing a crucial role in building a positive image (T-statistics: 11.735). Inclusive education policies and collaboration with the industry sector also have a significant impact on enhancing the institution's image (Inclusive Education Policy - Positive Image, T-statistics: 5.928; Collaboration with Industry Sector - Positive Image, T-statistics: 8.834). The research results affirm the importance of implementing adaptive marketing strategies and advanced technology in constructing a positive image of educational institutions in the eyes of the public. By strengthening these factors, educational institutions have the opportunity to meet stakeholders' expectations regarding the provided educational services. This study contributes significantly to understanding the factors influencing the reputation of educational institutions and provides strategic guidance for developing the educational institution's image towards a more positive and ad aptive direction.

Export marketing strategy and performance: A focus on SMEs promotion

Surprisingly little is known about the promotion programs implemented by exporting small and medium-sized enterprises (SMEs) in foreign markets. Most studies assess the adaptation of marketing strategies but not the actual effect of the promotion program. Furthermore, they treat SMEs as smaller versions of multinational corporations without considering their specificities. This study explores components of exporting SMEs’ promotion programs and tests their effectiveness in attaining export success. Moreover, it shows the pivotal role of importers’ behaviors in determining how promotion produce positive effects. Finally, the study reveals how the interplay of an exporter’s promotion program within an exporter–importer relationship affects the importer’s efforts on behalf of the exporter. We begin with a qualitative study to define the components of exporting SMEs’ promotion programs. Then, we develop and test hypotheses with structural models using survey data from exporting SMEs. Finally, we conduct a post hoc analysis that yields recommendations for economization that are uniquely relevant to resource-constrained exporting SMEs.

МАРКЕТИНГОВА СТРАТЕГІЯ РОЗВИТКУ ЛОГІСТИЧНИХ ПОСЛУГ В ГЛОБАЛЬНОМУ ЕКОНОМІЧНОМУ ПРОСТОРІ

The article defines the role of marketing strategies for the development of logistics services in the international economic space. The study analyses the challenges faced by logistics companies in connection with globalisation and identifies the key aspects of international marketing that affect the success of logistics services management. The article discusses the need to adapt marketing strategies to different cultures and economic conditions inherent in different countries. The article analyses effective methods of promoting logistics services in international markets and examines important aspects of branding and communication to ensure success in logistics service management. The article examines current trends in the international marketing of logistics services and identifies strategies for adapting to changes in the global economic environment. The authors explore the role of effective logistics service management in creating competitive advantages in international markets, paying attention to supply chain optimisation and improving the quality of customer service. The article also discusses strategies for expanding the network of logistics services in different regions of the world, analyses the issues of choosing optimal transport routes and ensuring delivery reliability. The authors improve approaches to logistics risk management and cost-effectiveness on a global scale. In particular, the article discusses strategies for increasing competitiveness, using flexible pricing and developing customer service strategies to ensure sustainable success in the global logistics segment. The article proposes a structural and logical model for the formation of a marketing strategy for the development of logistics services in the global economic space, focusing on their development in the international economic space. The article studies challenges that companies face in logistics management and identifies key aspects of international marketing aimed at effective positioning of logistics services in the global market. The study provides practical recommendations for improving the efficiency of international marketing of logistics services and managing their development. Particular attention is paid to strategies for expanding the network of logistics services in different regions and developing efficient transportation methods without the use of digital tools. Additionally, the issues of logistics risk management and cost accounting in the global market are considered

Pengembangan dan Implementsi Strategi Pemasaran Inovatif untuk Produk Rengginang Mini dalam Industri Makanan Ringan Metode Analisis SWOT dan Marketing MIX

Mini rengginang is a traditional Indonesian food which has been innovated into a snack and can be consumed by all groups, both young and old. This research aims to identify and implement innovative marketing strategies to increase market penetration of mini rengginang products in the snack food industry. The SWOT evaluation method is used to analyze the strengths, weaknesses, opportunities and threats associated with a product in a competitive market. Meanwhile, the application of the marketing mix aims to optimize product, price, promotion and distribution elements in order to achieve the specified marketing objectives. By integrating these two methods, this research seeks to provide a comprehensive view of how to address market challenges, identify competitive advantages, and adapt marketing strategies to gain a competitive edge in the ever-evolving snack food industry.

Influence of seasonality on excursion demand: statistical approach

Studying the effect of seasonality on excursion demand is an important aspect in the management of the tourist business. Seasonal fluctuations in demand for excursion services reflect the changing preferences of tourists throughout the year and are determined by factors such as weather, cultural events, holiday periods and destination characteristics. The purpose of the article is to analyze seasonal trends in excursion demand based on statistical methods, which allows identifying patterns in consumer behavior and adapting the offers of tour operators to improve business efficiency. Based on the data, a regression and correlation analysis was performed to identify the key factors that affect fluctuations in the demand for excursions in different seasons of the year. The results of the study showed that the greatest demand falls on the summer period, especially for natural and cultural-historical objects. In the autumn-spring period, demand decreases, and in winter, interest in traveling to warm countries and Christmas markets increases. It was also found that factors such as average temperature and rainfall have a high influence on the choice of tourist destinations and the type of excursions. Based on the obtained results, recommendations were developed for tour operators regarding the differentiation of excursion offers in accordance with seasonal changes. Recommendations include flexible scheduling, adapting marketing strategies and activating advertising during peak demand periods. The use of such strategies will help increase the competitiveness of tour operators, optimize business processes and improve the quality of customer service.

Managerial mindset effects on international marketing strategy adaptation decisions

This research investigates how managerial implicit theories—people's implicit beliefs about the malleability of human characteristics—affect international marketing strategy adaptation decisions among B2B exporting managers. Building on mindset theory and the international marketing literature, we hypothesize that managers with a growth mindset will opt for higher levels of marketing strategy adaptation while fixed-mindset managers, who believe in the immutability of human traits, will likely standardize across markets. Across two experimental studies that manipulate mindset, we test these hypotheses and their underlying mechanism and boundary conditions. The results of Study 1 show that mindset affects lifestyle adaptation intentions for individuals in general, thus establishing the baseline relationship. Study 2 finds that business-to-business international marketing managers exposed to a growth (fixed) mindset are indeed more likely to adapt (standardize) their international marketing strategy toward foreign markets. We further show that mindset affects ambiguity tolerance, which in turn affects adaptation decisions, and that the effect of mindset is dampened (strengthened) under low (high) psychic distance conditions. This research enriches the international marketing literature by showing a managerially relevant antecedent of international marketing strategy adaptation decisions and extends implicit theory by showing a behavioral outcome of mindset.

Challenges and Opportunities among Local Entrepreneurs in Malaysian Arts and Crafts Industries following Post-COVID-19 Pandemic

The Malaysian art and craft industry contributes to people's social well-being through job opportunities and income generation. The implementation of the lockdown has jeopardized the sustainability of these industries due to canceled and postponed activities to curb the spread. Despite this situation, Malaysian entrepreneurs have maintained and increased sales by adapting marketing strategies to be flexible in difficult moments. This study aims to gain the inside of local entrepreneurs through an initial observation during a craft festival after post-COVID-19. It summarizes the strategies to overcome the situation, including the development of products, promotion, digital skills, and marketing

Digital marketing in small enterprises in a countryside city

Digital marketing is a change in the corporate environment that has brought new dynamics, challenges, techniques, and tools for companies. Among these changes, many organizations seek to adapt marketing strategies and techniques to new digital platforms. While there are studies indicating how large companies behave in the face of these changes, not much is known about smaller companies, which have different dynamics. Thus, this research aims to analyze how these smaller companies perceive and act in the digital space through marketing. To achieve this goal, a mixed-method study was conducted, with a qualitative study in the first phase, and a quantitative study with managers of companies in the second phase. The results demonstrate that changes in digital marketing strategy demand adaptations and investments to bring about changes. Additionally, after the strategy change, it is necessary to monitor and align it with marketing strategies in other areas and platforms. The questionnaire results with managers of micro and small businesses showed that these companies prefer to allocate their own resources for marketing, focusing on a few platforms and intending to expand their digital presence also with their own resources.

Factors Influencing the Intention to Use Private Autonomous Vehicles in Indonesia's Big Cities

This research explored the factors influencing the intention to use Private Autonomous Vehicles (PAVs) in Indonesia's big cities. The Technology Acceptance Model (TAM) was employed as the theoretical framework due to its model explaining the adoption of new technologies. The study utilized a quantitative approach, employing a Google Form questionnaire to collect data from 315 respondents in Jakarta, Bogor, Depok, Tangerang, and Bekasi. The data were analyzed using PLS-SEM analysis. While previous studies focused on AV adoption in Indonesia, particularly shared AVs as public transportation, and overlooked the aspect of AV familiarity concerning private AV adoption, this research addressed these gaps. The study's novelty lies in including AV familiarity and facilitating conditions variables. The study found that safety, AV familiarity, and facilitating conditions significantly impacted the perceived usefulness and ease of use of AVs, while personal benefit and social influence did not. In conclusion, adapting marketing strategies to diverse user preferences, emphasizing safety in promotional materials, strengthening educational efforts, seeking government support for road improvements, and enhancing the perceived ease of use and usefulness are essential to fostering positive attitudes and intentions toward autonomous vehicle technology.

Marketing strategies in response to tough times – lessons from India during a global crisis

The purpose of the study is, in the first part, to identify and categorize the various guidelines recommended in the extant literature on adapting marketing strategies to handle the challenges posed by economic and other sustained environmental crises across markets. These strategies and initiatives have then been organized into themes. In the second part, the study aims to use these themes as a backdrop to examine the marketing strategies and innovations that marketers in India have used to cope with the disruptions caused by the Corona virus pandemic. The learnings from this research will be a distilled set of recommendations that organizations, especially those operating in emerging markets, could consider in the future in response to such challenging times. This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during various recessionary times, particularly during the Covid-19 pandemic. It underscores the importance of marketing strategies in managing crises. It points to select innovative strategies that marketers can pursue to deal with the challenges posed by future economic downturns and support their survival. These strategies will help them protect their brand value and market positioning while maintaining their relationship with customers. Besides, since the study has adopted a broad perspective in analysing the strategies, these marketing tactics can be applied by a wide range of industries such as hospitality, tourism, fast-moving consumer durables, e-commerce, etc. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.

Proposed Marketing Strategy To Increase Sales For Indonesian Modestwear Retailer (Use Case: Toko Bani Adam)

The purpose of this research is to propose the most accurate and suitable marketing strategy for Toko Bani Adam, including formulating the integrated marketing growth strategies based on the internal and external analysis, and to identify the appropriate step for implementing Toko Bani Adam the strategy. The suggested marketing strategy is extracted from the examination of internal and external data and is considered fit to increase sales for sustainable business. In research, data collection methods are carefully designed and implemented to obtain relevant and reliable data. Field research involved direct observation to gather the necessary data for the research. This method was used to obtain primary data, and the research was conducted on the activities of all research objects. To collect primary data, the author uses quantitative research by distributed questionnaires forms to Toko Bani Adam's customers and use qualitative conducted interview with the owner and management team. As the result, Toko Bani Adam, a Muslim apparel SME in Indonesia, operates in a dynamic political environment influenced by the rise of Islamic conservatism and increasing religious consciousness among the youth. Through the implementation of the 5A method, Toko Bani Adam aims to increase brand visibility, engage with customers, optimize marketing efforts, diversify marketing channels, and enhance the customer experience. This involves adapting marketing strategies based on thorough analysis, attracting customers through online presence and promotions, activating offline marketing activities, and continuously assessing the effectiveness of these efforts. By leveraging market insights, optimizing online platforms, participating in campaigns, and monitoring key metrics, Bani Adam can drive growth and success in a competitive market. Toko Bani will collaborate with social media agencies to maximize their presence on these platforms and achieve optimal results in terms of audience reach and engagement. Toko Bani Adam will also focus on offline marketing activities, such as in-store events and collaborations with local businesses or community organizations. This will help generate excitement and increase brand awareness among potential customers. Toko Bani Adam will launch promotional campaigns and create engaging content to encourage customer interaction and boost sales. They will also update their website with e-wallet payment options to facilitate convenient transactions for customers.

State of fear: Adapting marketing strategies towards the stressed consumer

Nearly three years of immense environmental stressors may be affecting how consumers process information and make decisions. Marketers can adapt to these possible changes by understanding how prolonged stress, fear and uncertainty activate the subcortical (ie more primal) regions of the human brain. Activation of these areas results in a dynamic shift between deliberate and intuitive thinking, loss of attention, memory consolidation and an increase in autonomic decision making. Understanding the potential mindset of the overstressed consumer will facilitate the formulation of more effective marketing strategies such as eliminating shock value, managing choice overload, providing emotional validation, leveraging familiarity and solidifying your brand.

Effective Marketing Strategies in Business: Trends and Best Practices in the Digital Age

This research aimed to explore effective marketing strategies in the digital era by identifying current trends and best practices. A qualitative research method was used, involving interviews with marketing experts and an analysis of case studies. The results show that a successful marketing strategy in the digital era involves a strong online presence, targeted advertising, and personalized communication with customers. Social media platforms were found to be crucial in reaching and engaging with customers. Additionally, content marketing, influencer marketing, and search engine optimization were identified as effective tactics. The research also highlights the importance of regularly updating and adapting marketing strategies to stay current with technological advancements and changing consumer behaviors. The findings of this research provide valuable insights for businesses looking to improve their marketing efforts in the digital era.