Business Marketing Strategies Research Articles

A Study on the Development of the Tesla Brand and Its Societal Impact

This study explores the development of the Tesla brand and its profound societal impact. As a pioneer in the global electric vehicle industry, Tesla has achieved remarkable advancements in technological innovation while attracting widespread social attention through its unique business model and marketing strategies. The study first analyzes the background and evolution of the Tesla brand and then discusses its societal impact from the perspectives of environmental protection, technological progress, industrial chain influence, and social responsibility. The results indicate that Tesla has expanded the global electric vehicle market, promoted the adoption of green energy, and shifted public perceptions of the automotive industry. Additionally, Tesla’s branding strategies have inspired innovation and marketing approaches in other companies. Despite its success in sustainability and technological breakthroughs, Tesla faces challenges in labor management and financial sustainability. This study provides valuable insights into the future development of the electric vehicle industry and calls for companies to balance technological advancements with the fulfillment of social responsibilities.

Challenges of Nigerian Book Publishing Industry in Post-Covid-19 Economy and Survival Strategies

Book publishing, like other sectors of the global economy, has experienced unprecedented challenges in the post-COVID-19 era, which include disrupted supply chains, reduced purchasing power on the part of students and teachers, and increased competition from digital media. The pandemic has also occasioned a change in business model and marketing strategy leading to transition from physical to virtual platforms. In addition, the book publishing industry has equally experienced paper shortages, printing delays, and heightened costs of production thus, encroaching on the publishers’ profit margin. The study, anchored on Free market theory and instinctive theory of motivation, attempted to put book publishing in perspective using qualitative research that relies on secondary data. The study also looked at the effect of Covid-19 on the global economy in general and the book publishing industry in particular. The study discovered the crucial role the advent of digitalization played in the interface of post-COVID-19 economy and book publishing sub-sector. Besides, it revealed the manifold challenges engendered by COVID-19 in the book publishing industry globally and specifically in Nigeria, which include lack of capital, inability to provide adequate numbers of high-quality books, book piracy, proliferation of unqualified author-publishers and poor reading culture, to the extent the sub-sector is struggling to survive. To endure this inclement economic era, the study suggested the following strategies: publishers need to adopt innovative strategies by investing in digital infrastructure so as to be able to publish printed and e-books as well as opening physical and online sales outlets to boost the revenue base, and different publishers can form a consortium to negotiate and minimize the cost of buying raw materials. Additionally, two or more publishing outfits can come together under merger and acquisition arrangements to bolster their capital base and stay competitive. In conclusion, the study made some recommendations that can help to support this industry to stay afloat in this trying time.

Research on the Food Service Industry in Central Taiwan

This study examined the changes in business models in the food service industry of Taiwan in the postpandemic era. After staying at home for a more prolonged period during the pandemic. More consumers choose to cook at home to save costs, leading to a booming homemade food market. This trend greatly increases the popularity of convenient meal kits, semi-finished products, and do-it-yourself (DIY) meal sets. It not only caters to consumers’ interest in cooking but also provide convenient and quick solutions for food preparation. Food and beverage businesses have successfully expanded their market reach by developing high-quality homemade food products and utilizing social media and e-commerce platforms for sales. The immediacy and wide audience coverage of social media economy have enabled influencers and food bloggers to directly demonstrate the use and effects of meal kits and DIY dining through live streams and short videos. This approach attracts large numbers of followers to purchase these products, thereby quickly enhancing product awareness and sales. Collaborating with social media has become an effective marketing strategy for food and beverage businesses because it increases brand exposure and allows for product adjustments and improvements based on immediate consumer feedback. This study aims to analyze the post-pandemic restaurant industry through the lens of business models. By conducting interviews with restaurant owners across various sectors in central Taiwan, the research will explore how they confronted the challenges during the pandemic and how they have adjusted their business strategies in the aftermath. The objective is to identify future strategies suitable for the Taiwanese culinary market. This study employs business model theory and interview methodology to investigate six companies within Taiwan's restaurant industry. Through comprehensive analysis, the research aims to determine how the restaurant industry should adjust its strategic direction in the post-pandemic era. The interviewed restaurants implemented various adjustments during the postpandemic period, including arranging for industry–academia collaboration, enhancing employee training and incentives, strengthening restaurant recognition and sense of pride among employees, diversifying dish presentation, improving customer service systems, providing customized services, increasing investment in social media, reinforcing supplier relations, and expanding into new distribution channels. The study results indicate that food and beverage businesses can further explore the potential of social media economy, develop more products suitable for online promotion, and continually optimize marketing strategies by leveraging data analysis and market research to meet consumer demands.

Implementasi Bauran Pemasaran Bisnis Retail Pada PT. Sentral Retailindo Dewata (PEPITO)

Retail business is an activity related to selling goods and services directly to consumers. PT. Sentral Retailindo Dewata (Pepito), which is one of the retail businesses in Indonesia, experienced a decline in sales, low promotional contributions and different promotional media details in each period affecting finances and positioning of promotional items. Regarding this condition, PT. Sentral Retailindo Dewata (Pepito) must implement a marketing business strategy by implementing 7 marketing mix concepts consisting of product, price, promotion, place, people, process and physical evidence. This research examines the implementation of the retail business marketing mix at PT. Sentral Retailindo Dewata (Pepito) and the obstacles faced in implementing the marketing mix. This research uses a qualitative approach with data collection techniques of direct observation, interviews, document study and literature study. The data analysis method used in this research is qualitative descriptive analysis. The result of this research is the implementation of the marketing mix at PT. Sentral Retailindo Dewata (Pepito) is quite good, however, there are obstacles in the promotional and people marketing mix.

Analis Penggunaan Aplikasi Whatsapp Business dalam Strategi Pemasaran Produk Kunyit dan Temulawak (Kajian Pustaka)

The development of information and communication technology has had a major impact on various aspects of the economy. Now digital communication has become an important part of everyday life, the use of applications such as WhatsApp Business has become an important tool for business people in their marketing strategies. The purpose of this study is to find out how the use of the WhatsApp Business application can increase the effectiveness of marketing strategies. The analysis was carried out using the Literature Review research method from various special journals on the use of the WhatsApp Business application in marketing strategies. The research method used is the Literature Review method from several special journals that contain related topics. Literature search using the Google Scholar database using the keywords WhatsApp Business application and marketing strategy. Articles must be published no later than the last five years. There are 16,600 articles, and the author selects the top 5 articles from the search results and the most relevant articles to the topic. From this study it can be concluded that WhatsApp Business is an effective tool for increasing customer interaction and expanding the reach of a company's marketing. However, to realize the full potential of WhatsApp Business, it is important for entrepreneurs to pay attention to digital communication ethics, present relevant content, and continue to monitor and evaluate their marketing strategies. Further research can be done to investigate the long-term impact of using WhatsApp Business in marketing strategies and the implementation of best practices to maximize its benefits.

Pentingnya Penerapan Digital Marketing Dalam Proses Memajukan UMKM Di Daerah Jakarta Selatan

In an increasingly advanced world, technology can be realized by micro, small and medium business entities (MSMEs). One of the marketing media that is currently in great demand by MSMEs to support sales and promotions is digital marketing. This progress is considered very useful as a business marketing strategy which is also carried out by MSMEs. Use of e-business, e-commerce and social media to support MSMEs in the areas of promotion, marketing and sales. The purpose of this research is to identify the business income obtained and the importance of implementing digital marketing after using digital marketing. The results of this research found the importance of implementing digital marketing in the process of advancing micro, small and medium enterprises (MSMEs). So Digital Transformation can help organizations change the way they operate, increase their ability to adapt to change, and improve the quality of their services.

Revisiting Neoliberalism in Indonesian Minimarket Marketing Strategies and Financial Reporting: How Do They Perform?

This study analyzes the impact of neoliberalism in minimarket marketing strategies on financial reporting and financial performance in Indonesia, focusing on the case studies of Indomaret and Alfamart. Neoliberalism, with its emphasis on market liberalization and deregulation, has influenced the business model and marketing strategy of minimarkets. This study uses a qualitative approach with descriptive analysis. Data was obtained through in-depth interviews, literature studies, and analysis of financial statements. The results of the study show that marketing strategies influenced by neoliberalism have a significant impact on financial reporting and financial performance of the two minimarkets.

Leisure reimagined: mapping the enablers of restorative servicescapes

ABSTRACT Servicescapes play a crucial role in the marketing strategies of contact-based service businesses, significantly influencing consumer experiences and well-being. Researchers have explored their potential impact on stress levels and attention restoration from various perspectives, including environmental psychology, perceived sensory dimensions and evidence-based design. This study builds upon existing knowledge by employing Interpretive Structural Modelling and MICMAC Analysis to identify the enablers that contribute to the restorative quality of a leisure servicescape. The current research reveals that enhancing servicescape restorativeness involves integrating elements such as refuge, culture, complexity, typicality, accessibility, familiarity, hygiene, space, calmness, legibility, biophilic designs and social dimension. Additionally, the investigation into the interrelationships among these factors highlights the pivotal roles of refuge and culture, influencing the efficacy of most other enablers. Servicescape typicality, however, relies heavily on the operationalization of other enablers. Notably, none of these enablers operates independently in promoting a restorative servicescape. Their interconnected associations underscore the importance for marketers in the leisure service industry to comprehend and leverage the interplay of these factors to achieve optimal results in enhancing the restorative property of their servicescapes. The study concludes by offering recommendations for marketers and policymakers to improve consumer and citizen well-being in a sustainable manner.

Impact of global catastrophes on online shoppers' behavior

The article's subject matter is the impact of global catastrophes such as the COVID-19 pandemic and Russia's military aggression against Ukraine on consumer behavior in online stores, including changes in consumer purchasing habits and the adaptation of business marketing strategies. The work aims to develop methods for analyzing changes in consumer behavior in the face of global catastrophes and to develop recommendations for businesses to effectively respond to new market challenges. The following tasks were solved in the article: Investigating the impact of the COVID-19 pandemic and war in Ukraine on consumer behavior in online stores. Identifying key factors influencing consumer decisions during crises. Analyzing current marketing strategies and tools used by companies in crisis conditions. Developing recommendations for businesses to adapt to new realities and maintain competitiveness. The following methods are used: Mathematical data processing for analyzing survey results and statistical studies. Comparative analysis to compare consumer behavior before and during the pandemic. Expert assessments to determine the effectiveness of marketing strategies. Content analysis to study trends on social media and other online platforms. The following results were obtained – formulated principles for adapting marketing strategies in the context of the COVID-19 pandemic and wartime, identified that priorities for consumers include safety, health, availability of essential goods, and cybersecurity; changes in consumer behavior were identified, with consumers becoming more price-conscious and preferring products from local manufacturers; recommendations for businesses were developed regarding effective communication with customers, increased investments in online presence, ensuring convenience of feedback, enhancing emotional connection with customers, and offering flexible payment options; methods for supporting local businesses and optimizing resource utilization by consumers were proposed, emphasizing the importance of environmental responsibility and financial resource savings; a marketing study among the clients of the company "Gorgany" was conducted, which showed that the demand for outdoor recreation products remains high even during wartime, and that consumers prefer high-quality and affordable products from domestic manufacturers. Conclusions: the application of the method of analyzing changes in consumer behavior allowed to identify key factors influencing purchasing decisions in times of global crises, this gives businesses the opportunity to timely adapt their marketing strategies and maintain competitive advantages; the use of developed recommendations contributes to increasing business efficiency in times of pandemic and wartime, thanks to these recommendations, companies can better meet the needs of consumers, improve service quality, and increase customer loyalty; optimization of product range and improvement of digital presence are key success factors in the modern market, companies that quickly respond to changes in consumer priorities and use advanced technologies to communicate with customers have more chances for success.

Resiliensi Pelaku Bisnis Kuliner di Masa dan Pasca Pandemi Covid-19 di Kota Makassar

The Covid-19 epidemic, which began in March 2020, has had an impact on MSMEs worldwide. Most study of Covid-10 looks at the medical aspects of Covid-19 and how people get survived from Covid-19, this article focuses more on resilience of culinary business actors in facing situations during and after the Covid-19 pandemic. This qualitative research was conducted in the metropolitan city of Makassar. Those who participated in this research were seven culinary business actors who are vary on the basis of age, sex, type of business, length of business. Data was collected through the combination of in-depth interview and observation. The results indicate that as a form of resilience during pandemy Covid-19, culinary businesses in Makassar City improving business/financial management, using digital platforms, promotions/advertisements, product innovations and changing service forms. A number of factors that influence the level of online culinary business resilience in Makassar, namely business experience, smaller business scale, their determination to cultural and religious values, open minded in terms of innovation or input and criticism as well as impartial government policies and programs. In order to survive during and after Covid-19 pandemic, culinary business actors apply a specific marketing business strategy.

ANALYSIS OF TIKTOK PLATFORM UTILIZATION IN BUSINESS MARKETING

An analysis of the use of the TikTok platform in business marketing strategies shows that TikTok is a popular digital marketing platform among the public. The platform offers a wide array of interesting features and an extensive database. TikTok is also a potential place to gain profits in commerce thanks to its rising popularity. The use of TikTok can significantly change human behaviour by collecting and recording various moments to provide a comprehensive picture of an event. TikTok has evolved from an entertainment platform to a strategic tool in business planning, including through effective communication strategies to change human behaviour in a big way. With its rich features and database, TikTok has great potential as an effective business marketing platform in commerce

Analisis Strategi McD dalam Memasuki Pasar Global

The global market offers great growth opportunities but is also challenging for firms. This research aims to understand how companies can successfully enter and survive in the global market. The research method used is a literature study to analyze the company's business strategy. The results show that McDonald's (McD) is a successful example of entering the global market by using effective franchising and marketing strategies. The franchise strategy allows adaptation to local culture and builds a strong customer base. McD's marketing strategy emphasizes creative promotions and improved product quality.From the research conducted, it is known that a combination of effective business adaptation and marketing strategies can lead to global success in the food industry. McD is an example of how companies can succeed in a competitive global market.

Analysis of the Relationship between the Size of Family Businesses and the Implementation of Marketing Activities in the Context of Slovakia

Abstract Using the Chi-square test, this study investigates the influence of size structure and marketing strategies on family businesses operating within the Slovak Republic.. Through an online survey targeting family businesses across Slovakia, we gathered data on business size and marketing strategies, categorizing them into micro, small, medium, and large enterprises. In the analysis itself, we consider the statistically significant relationship between the size category of the family business and the use of the form of marketing strategy. In Slovak family businesses, the choice of marketing strategy is significantly influenced by the company's size category, as indicated by the results of the solved problems. This indicates different decision-making processes in management, and these can be reflected in different strategic priorities and capabilities of each size category of family business in Slovakia. Focusing on the importance of size categories, our article sheds new light on the implementation of specific marketing strategies by Slovak family businesses, thereby enhancing understanding of marketing management within these enterprises.

Pelestarian Kearifan Lokal Kain Tradisional Gambo: Upaya Meningkatkan Kualitas Hidup Dan Kebudayaan Masyarakat

The community service program with the theme "Preservation of Local Wisdom of Gambo Traditional Fabrics: Efforts to Improve the Quality of Life and Community Culture" was carried out by lecturers from the Prasetiya Mandiri Polytechnic in Babat Toman Village, Musi Banyuasin Regency. This activity aims to preserve Gambo traditional fabrics while improving the quality of life and culture of the local community. In one day of implementation, this program involved various activities such as training on Gambo fabric making techniques, innovative design workshops, and discussion sessions on business management and marketing strategies. Through this training, local artisans gain new knowledge about jumputan techniques and creative design, as well as insights into the use of digital platforms for product marketing. The results of this activity showed a significant increase in the knowledge and skills of participants, strengthening the capacity of local artisans, and the formation of a collaborative network between craftsmen, village governments, and educational institutions. In addition, this program succeeded in raising awareness of the importance of preserving local wisdom as a valuable cultural identity. Overall, this program has succeeded in achieving its goals and has a significant positive impact on the people of Babat Toman Village. With recommendations for continuous training and wider market access support, it is hoped that Gambo traditional fabrics can continue to be preserved and become a sustainable source of livelihood for the local community.

Strategy For Increasing Community Welfare With Business Successrural Society

Objectives: Significant business success will have a direct impact on community welfare. Rural economic organizations are crucial yet often weak points in strengthening the rural economy. BUMDes (Village-Owned Enterprises) are designed to consolidate or strengthen village economic institutions. This research aims to analyze the influence of business capital and marketing strategies on community welfare, with business success serving as an intervening variable. Methods: Data for this research was collected using a questionnaire instrument. The analysis was conducted using the Structural Equation Modeling - SEM PLS analysis technique. This approach allows for the examination of complex relationships between variables, specifically how business capital and marketing strategies affect community welfare through business success. Results: The research results show that business capital and marketing strategies positively impact business success. Additionally, both business capital and marketing strategies positively influence public welfare. Furthermore, business success itself has a positive effect on public welfare. The study also finds that business success serves as an indirect mediating variable, enhancing the effect of venture capital and marketing strategies on public welfare. Conclusion: The study concludes that business capital and marketing strategies are crucial for achieving business success, which in turn positively impacts community welfare. Business success acts as a significant intermediary, amplifying the positive effects of both venture capital and marketing strategies on the well-being of the community. This underscores the importance of investing in effective business strategies and sufficient capital to foster sustainable economic growth and improve public welfare.

Strategi Live Streaming, Content Marketing, dan Online Customer Reviews untuk Mengoptimalkan Keputusan Pembelian Konsumen

In the contemporary digital era, marketing methods have undergone significant changes along with the increasing use of online technology. In this case, live streaming, content marketing, and online customer reviews have become more important components in business marketing strategies aimed at influencing consumer decisions. This study aims to explore the ways in which these three factors influence customer decisions. The study results show how big an impact live streaming, content marketing, and online customer reviews have on purchasing decisions. Studies show that a company's ability to influence consumer decisions increases with how well the company integrates content marketing with live streaming, and online customer reviews have a significant influence. These findings show how important it is for companies to monitor and manage these variables to influence more consumer decisions in the digital era.

Penerapan Strategi Pemasaran Pada Produk UKM Keripik Pare di Kecamatan Pasekan Kabupaten Indramayu

The need for healthy food is increasing along with population growth and increasingly limited agricultural land. However, many snack foods on the market contain additional ingredients that can be harmful to health. Therefore, healthy and nutritious snack products are increasingly needed. One interesting alternative is bitter melon chips, which are a snack product made from bitter melon, a plant that has high nutritional value. In an effort to publicize and market bitter melon chips, a business called Keripik Pare was founded by a group in West Java. The business proposal includes business ideas, capital, production planning, and marketing strategies to increase product competitiveness and business profitability and uses structured and effective implementation methods to produce quality products. By implementing SWOT analysis and the canvas business model, it is hoped that you will be able to identify business strengths, weaknesses, opportunities and threats, and design the right business strategy. In addition, the marketing strategy used includes market segmentation, determining market targets, and appropriate product placement. Through this effort, it is hoped that it can increase public awareness of the importance of consuming healthy food, create new jobs, and increase the income of local farmers.

Integrating eco‐labeling and green advertising in achieving Sustainable Development Goal 12

AbstractSustainable Development Goal 12 (SDG‐12), that is the responsible consumption and production, is aimed to encourage producers and consumers to consider sustainable development while producing and consuming products. However, it is imperative to estimate the social achievement of SDG‐12 objective at the consumption end. Eco‐labeling and green advertising are the common business marketing strategies employed to inform and influence consumers to make environmentally conscious choices. This study explores the integrated factors of these strategies to influence consumer perceptions, attitudes, and purchase intentions toward environmentally friendly products in a developing country. The data from 327 respondents using a survey questionnaire are analyzed using structural model equation to measure the hypothetical relationship of eco‐labeling and green advertising in achieving SDG‐12. The results indicate that perceived effectiveness, environmental awareness, green trust, and perceived information quality as instrumental factors directly contributing to consumers' intentions to engage in green purchases eventually ensuring SDG‐12 targets, while price sensitivity is the major challenge that is required to be addressed.

The Existence of Digital Marketing in Supporting Brand Awareness and Consumptive Behavior: A Review with Systematic Literature Review (SLR) Method

The development of digital marketing today has the potential to change economic patterns in Indonesia, changes in economic patterns can be in the form of an increase in people's purchasing power and changes in people's consumptive behavior. It is necessary for someone to know and learn this digitalization era to accelerate economic growth. Currently, digital marketing is a crucial element in business marketing strategies. In addition, digital marketing plays an important role in the development of MSMEs, one of which is MSMEs in the creative economy. Marketing strategies with digital marketing tend to have higher revenue growth compared to those that do not use digital marketing as a marketing strategy. This research uses the Systematic Literature Review (SLR) method. The research data comes from various national and international journals that examine the existence of digital marketing. The research found that there are 12 international journals that review the existence of digital marketing. The conclusion of this research shows that the existence of digital marketing has an important

Analysis of Huawei's New Energy Vehicle Business Marketing Strategy--Based on the AITO Askworld Sub-brand

China's new energy automobile market is booming, Huawei as a communication giant, it crosses into the automobile industry, which has a lot of uniqueness compared with traditional car companies and is even more innovative in its marketing strategy, The success of a car brand depends not only on product quality, but also on effective brand marketing strategies. By cleverly positioning the market, communicating brand values, and enhancing brand awareness, automobile manufacturers can stand out in the fierce market competition and attract and retain more consumers. This paper firstly introduces the background and development history of Huawei's automotive business and analyzes its main competitors; then based on 4P marketing theory, it replaces the traditional promotional strategy with the analysis of digital marketing innovation, i.e., from the four aspects of product strategy, pricing strategy, digital marketing innovation, and channel strategy, it comprehensively analyzes Huawei's new energy automotive business marketing strategy; then it evaluates and gives an explanation of its product strategy and channel strategy; then it evaluates and explains its new energy automotive business marketing strategy. strategy and channel strategy and give relevant suggestions.