Market Challenges Research Articles

Sustainable integration of rubber plantations within agroforestry systems in China: current research and future directions

The integration of rubber plantations with agroforestry systems, or the under-forest economy, represents a pivotal shift towards sustainable agriculture in China. This paper reviews the latest research on agroforestry practices and innovations within China's rubber plantation under-forest economy, with a focus on the balance between economic productivity and environmental sustainability. We explore the adoption of diverse agroforestry models that incorporate rubber trees with other valuable plant species, aiming to enhance ecosystem services, biodiversity, and farmers' livelihoods. The review highlights significant advancements in sustainable management practices, including species selection, planting designs, and soil and water conservation techniques that contribute to the resilience of these systems against environmental stresses. Economic analyses underscore the potential for rubber agroforestry systems to improve income diversification and stability for rural communities while also navigating market challenges. Environmental assessments reveal the positive impacts of these practices on carbon sequestration, biodiversity preservation, and soil health, positioning rubber agroforestry as a beneficial strategy for mitigating climate change effects. However, the review also identifies challenges, including the need for supportive policy frameworks, access to knowledge and technology for smallholders, and further research on long-term sustainability outcomes. Future directions for research are proposed, emphasizing the integration of ecological, economic, and social dimensions to fully realize the potential of the rubber under-forest economy in China.

Educating the Adult Learners: Development of Digital Marketing Strategies for Local Community Products of Pasakngam Village, Chiang Mai, Thailand

This study aimed to educate adult learners by addressing marketing challenges faced by Pasakngam Village, Chiang Mai. The objectives were 1) examine current marketing management procedures and the needs for community products 2) analyze and develop a digital marketing strategy model, and 3) educate the adult villagers on digital marketing strategies. This research employed a participatory phenomenological method to collect both quantitative and qualitative data including public hearings, in-depth interviews with village and product group leaders, focus group meetings with 34 village members and surveys with 215 tourists. Analytical tools included statistical analysis with SPSS software for quantitative data and content analysis for qualitative data. The research findings disclosed a lack of structured marketing management and digital, as well as insufficient public relations plans. The community attempts to promote products via a Facebook page were lacked proper supervision. The research introduced practical workshops based on the Reach, Act, Convert, Engage (RACE) to teach digital marketing to the community members. The villagers learned to operate digital marketing strategies by creating and sharing promotional videos on digital platforms such as YouTube and Facebook, aiming to increase tourist visits and product visibility. The digital marketing strategies improved community engagement and product promotion, highlighting the need for ongoing training and strategy refinement. The research underscores the importance of equipping local communities with digital marketing skills to enhance economic resilience and sustainable development. The study's comprehensive approach provides a replicable model for similar communities seeking to leverage digital marketing for local product promotion.

Navigating The Entrepreneurial Landscape: Challenges Faced By Startups In Kerala, India

This research paper investigates the challenges confronting startups within Kerala, India's burgeoning entrepreneurial landscape. Despite a surge in startup initiatives, numerous obstacles impede their growth and sustainability. Through a comprehensive literature review and empirical analysis, this study aims to identify and analyze these challenges, offering insights for entrepreneurs, policymakers, and investors. Key objectives include examining challenges faced by IT startups from inception to scale-up, assessing funding rates in Kerala compared to other states, and proposing solutions to bridge gaps in the startup ecosystem. The study employs descriptive statistics to summarize survey data, highlighting financial, marketing, and product validation challenges. It suggests measures such as establishing effective feedback mechanisms, prioritizing swift product launches, enhancing PR support, and conducting thorough market research. By implementing these recommendations, startups can navigate challenges effectively, fostering a conducive environment for entrepreneurial success in Kerala.

An Analysis of Socio-economic, Marketing and Management Constraints Faced by Beneficiaries after the Integrated Fisheries Development Scheme in Khammam District of Telangana

Aims: This study typically aims to analyze the multifaceted challenges faced by fishers who are the beneficiaries of the Integrated Fisheries Development Scheme (IFDS) in Khammam District of Telangana. Study Design: Ex-post facto research design was used for the study and revealed the constraints faced by beneficiaries after IFDS. Place and Duration of Study: The study was held in Khammam district of Telangana. In Khammam district top 5 mandals with the highest number of beneficiaries were selected for the study. The study lasts from April to May 2024. Methodology: A three-stage random sampling technique was selected for the study with a sampling population of 120 beneficiaries. A well-structured pretested interview schedule was prepared that includes major constraints faced by respondents regarding socio-economic, marketing, and management challenges they faced after IFDS. The constraints were selected from previous literature. Based on ranks given to the listed constraints by respondents, the ranks were analyzed and conclusive results were drawn by using Garette’s ranking Technique. Results: The prime constraint with higher mean score values identified in these categories are in socio-economic constraints where problems in availing loans and insurance with mean score values of 72.06 and 66.31 respectively. In marketing constraints, Lack of proper market infrastructure (73.31) and Lack of processing facilities (61.61) were observed as major constraints. In management constraints, prime constraints observed were the high cost of material inputs (72) and high labor cost (59.91). Along with these major constraints some minor constraints were also identified in the study. Conclusion: Through a comprehensive examination of these constraints, the study seeks to offer insights that can assist policymakers, practitioners, and stakeholders in developing strategies to address the challenges encountered by beneficiaries of IFDS in the Khammam district of Telangana. This could potentially have a significant impact on fish productivity and the livelihood of fishers across the state.

Digitalization and Business Transformation: Young MSME Practitioners' Perspectives on Current Economic Changes

The COVID-19 pandemic has forced many businesses to shut down their operations and shift to digital platforms to survive and ensure their business continues. Hence, Micro, Small, and Medium Enterprises (MSMEs) have undergone an accelerated digital transformation to adopt technological innovations. The research aimed to identify the factors that encouraged and hindered digital innovation in MSMEs during economic destabilization, focusing on the perspectives of young entrepreneurs in Makassar City. Qualitative methods were used, involving in-depth interviews with 25 young entrepreneurs in Makassar City to explore the positive and negative impacts of transitioning to digital platforms post-pandemic. Data analysis was conducted using the inductive content analysis method. The results show that digital innovation in MSMEs after the pandemic is influenced by external factors (market and demand restrictions) and internal factors (personal and professional development). The limited financing, technology, and management of MSMEs compared to large enterprises make them more vulnerable to post-pandemic bankruptcy. Barriers faced in running businesses post-pandemic include market challenges on digital platforms, the need for necessary skills, and infrastructure availability. The implications of these findings are expected to develop programs that support young entrepreneurs and provide recommendations for the government in formulating policies and strategies to encourage digital entrepreneurship, especially in developing countries after the current pandemic.

Justification of the Entrepreneurial Ability of Individuals with Special Needs on the MSME Scale Based on the CDIO Framework

This study aims to explore the CDIO educational framework within the context of vocational education to prepare graduates with special needs for the workforce. The background underscores the significance of the disability issue in contemporary discourse, emphasizing the need for improved awareness and application of existing regulations. The research methodology employed a descriptive approach with data collected through literature review and expert interviews. Preliminary findings indicate that graduates engaged in the CDIO framework are expected to achieve proficiency levels ranging from 3 to 4, demonstrating potential in adequately preparing them to meet workforce standards. In conclusion, the CDIO framework shows promise as an effective approach to enhancing vocational education preparedness for individuals with special needs, highlighting the importance of inclusive and relevant education in addressing current job market challenges.

Green Marketing and its Impact on Consumer Buying Behavior in Kathmandu Valley

Purpose: Promoting goods and services that are socially and environmentally responsible is the primary goal of green marketing. Consumers are increasingly looking for environmentally friendly and sustainable products as they become more conscious of the effects of their shopping decisions on the planet. Hence, utilising a survey in the Kathmandu Valley, this study concentrates on green marketing and its impact on consumer buying behaviour regarding green products. Method(s): The explanatory research design was adopted as the central research paradigm to discover reality. Non-probability sampling technique to select sample population. It used a convenient sampling technique: 403 respondents were interviewed with a structural questionnaire, where data was collected using the KOBO Toolbox. The data was evaluated by using both descriptive and inferential statistics. Structural Equation Modeling was used to analyse the relationships from 403 responses to see the impact of consumer buying behaviour using SmartPLS software. Finding(s): The study's findings show that Eco-labeling, Green Packaging and Branding, Green Products, Premium and Pricing and Environmental Concerns and Beliefs have shown a direct positive significant influence on Consumer Beliefs towards the environment. Lack of education and awareness are two critical challenges of green marketing. The managerial challenges and solutions are that promotion and awareness are crucial in advancing green marketing. Companies should successfully promote their eco-friendly products to consumers and educate them on the advantages of green products. Conclusion: This study shows that the youth of Kathmandu Valley are highly aware of this. Hence, there is a considerable possibility of Green Marketing that is still untapped, according to the research. Originality: This research is original and is not published in other publications. JEL Classification: M30, F64, D91, C12, Q50

Visual metaphors and white space: How the visual rhetorical language in advertising influences consumer responses to paradox brands

Paradoxical brands are very common in the marketplace, and increasing the appeal of paradoxical brands to consumers is not only an important challenge for marketers but also a key issue for scholars. Based on psychobiological dual system theory, the broaden-and-build theory of positive emotions, and high-low context culture theory, this study examines the effects, mechanisms, and boundary conditions of visual metaphor ads with extended white space on consumers' responses to paradoxical brands. The results of the three experiments showed that visual metaphor ads with extended (vs. limited) white space increased consumers' favorable evaluations and preferences for paradoxical brands by serially increasing their aesthetic pleasure and cognitive flexibility. In addition, these indirect effects were more pronounced in high-context cultures and were not observed in low-context cultures. This study not only makes important theoretical contributions but also provides new managerial insights into how managers can effectively promote paradoxical brands.

Market Expansion Strategy for Sweet Potato Export Products Using the Ansoff Matrix (Case Study of CV SNR Bumi Indonesia)

CV SNR BUMI INDONESIA is a producer and exporter of sweet potatoes, with products that meet export quality and capacity standards. However, the company faces challenges in marketing and finding the right strategy to utilize the trade potential of its sweet potato products to increase export sales. This study aims to determine strategies that can be implemented for export market expansion. The research employs a qualitative and quantitative descriptive approach using the Ansoff Matrix, measured with a Likert scale. The findings indicate that the Product Development Strategy, with the highest index value of 89.0%, falls into the "Very Ready" category, making it the optimal strategy for the company to pursue for export market expansion.

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.

Analysis of Tourism Potential and Marketing Integration in Mundeh Kangin Village

The purpose of this research is to determine the tourism potential of Mundeh Kangin village, and howmarketing integration is carried out in Mundeh Kangin village, so that a suitable strategy can be implementedin the future. This research uses a qualitative descriptive approach with data collection techniques in the formof direct observation, interviews and document study. In-depth interviews with informants, namely the headof Mundeh Kangin Village, the tourism awareness group and the Farmer's group of Mundeh Kangin village. Thescope of the problem discussed in this research is regarding the potential and marketing mix of Mundeh KanginVillage as a pioneering tourism village in Tabanan Regency. Based on the results of internal, external andinteractive marketing research in Mundeh Kangin village, Tabanan, several key points can be concluded namelyLocal product potential, External communication challenges, and Role of Interactive marketing has beenidentified as a potential strategy to overcome challenges in external marketing. By involving the communitydirectly through social media, community events, interactive content, and collaboration with local influencers,interactive marketing is able to increase engagement and awareness about local products in Mundeh KanginTabanan village.Keywords: Tourism potential, integration, marketing

Adoption of Green Marketing Strategies and Challenges in Sustainable Business Practices: Insights from Indian Companies

Adoption of Green Marketing Strategies and Challenges in Sustainable Business Practices: Insights from Indian Companies

Pengenalan digital marketing dalam meningkatkan bisnis usaha mikro

Problems in online marketing knowledge for women farming groups include a lack of understanding of effective digital marketing strategies and limited technological accessibility, which hinders optimizing digital marketing and increasing farmers' income and business opportunities. The solution to this problem is to provide online marketing knowledge and skills for farmers through a comprehensive training and mentoring program. This program includes understanding digital marketing strategies, the use of online platforms, engaging content, and consumer behavior. Training helps women farming groups face online marketing challenges. The material is presented in simple and accessible language, and collaborative workshops strengthen farmers' knowledge and skills.

Analysis on the Fundamentals and Value Investment of Four Leading Beverage Enterprises

The article mainly studies the four leading enterprises in the beverage industry which are concerned about who has the highest investment value that provides a reference for investors to invest. In the field of business, providing investors with accurate and reasonable evaluation of the investment value of the specific industry is the main research direction of business researchers. The data in this paper come from Nasdaq official website, and refer to the forecast analysis data on estimize official website and the annual financial statement data of related enterprises. The article analyzes the fundamentals and valuation of enterprises, and uses comparative analysis method to compare and analyze the growth, profitability and stability. Based on analysis, the author believes that MNST is the best in terms of growth, profitability and stability, and as a market challenger, it has the characteristics of a growth stock. MNST has a good development prospect and is suitable for investment. MNST has some advantages and characteristics of rising stars, which can provide successful experience for some market challenger enterprises in the market and promote the healthy development of the beverage industry market.

GUIDELINES FOR IMPROVING STRATEGIC MARKETING ACTIVITIES IN AGRIBUSINESS

The agrarian business in Bulgaria has potential for development by applying a marketing approach in its management. Agricultural production can be developed by satisfying the needs of the market. The supply of Bulgarian agricultural products faces many market challenges, which forces farmers to look for means to improve the market image of their products. The purpose of the article is to determine guidelines for improving the management of Bulgarian agricultural holdings. Implementation of strategic marketing activities by farmers can improve their economic performance based on better market performance. The correct implementation of these activities requires that they be considered as part of a systemic process that affects all elements of the production and marketing system. This requires that the management functions related to planning, execution and control of marketing activities are performed in the context of the market environment for each particular business.

SPECIFIC FEATURES OF THE DEVELOPMENT AND APPLICATION OF SOFT SKILLS AS A COMPONENT OF COMPETITIVENESS OF FUTURE MANAGERS

The current conditions for the development of young professionals pose challenges: the COVID-19 quarantine and Russia's invasion of Ukraine have led to the spread of distance learning, affecting the development of soft skills. Despite the resumption of classroom teaching, issues like poor communication, inability to present or argue opinions, and problems working in teams persist. However, these can be addressed using modern technologies and teaching methods. This study aims to analyze the impact of interactive teaching methods on developing soft skills among university students. Soft skills are crucial for future managers' careers. The article examines the peculiarities of developing and applying soft skills as key to the competitiveness of future managers in the Ukrainian context, integrating innovative educational practices. Emphasizing the importance of interactive learning tools, the study highlights their relevance for preparing future managers for modern labor market challenges, applicable in both online and offline settings.

THE PROBLEMS OF YOUTH IN PROFESSIONAL SELF-FULFILLMENT AS A SYSTEMIC PROBLEM: ANALYSIS OF SOCIAL FACTORS

The material of the article is devoted to the possibilities of professional self-realization of young people in the problem of employment, and the analysis of its social factors. It was shown that the generation of the problems of ensuring employment of young people is determined not only by the low level of their competitiveness in the labor market, the lack of necessary practical experience, work experience in the profession, but also by the access of young people to relevant public resources (economic, legal, social), the level of their economic, social and cultural capital. This is also the inadequate assessment of the objective conditions and opportunities of employment in accordance with their own profession and preferences. The article considers a number of social factors of generating the problem of professional certainty and its implementation, in particular: family factors, subjective (overestimated self-esteem, professional inflexibility), educational, stratification, and other situational factors. The educational factor of the problem is considered separately, where there is a mismatch of the content of professional education with modern market challenges, its inconsistency with the requirements and needs of the present. The problematic factor of the employer's pragmatism and its non-constructive role in the possibility of professional realization of a young employee is separately assessed (extreme pragmatism, inflexibility in personnel matters, additional unprofessional burden on a young employee). A number of socio-professional factors of youth competitiveness in the employment market have been determined, which are generative both by external social conditions and micro social components. Involving non-formal education with its revealed potential was positioned as one of the means of partially solving this problem. It is shown that non-formal education is indeed an important factor for self-realization and integration of students in education. And in view of modern realities - the challenges of war, the demand for non-formal education as an additional resource for formal education is growing even more.

An Economic Analysis of Market Acceptance and Performance of Rice Varieties Grown in Northern Telangana Zone

This study aims to conduct an economic analysis of market acceptance and performance of rice varieties grown in the Northern Telangana Zone, where diverse rice cultivars face cultivation and marketing challenges. The objectives are to identify and document rice cultivars released by PJTSAU, study technological attributes preferred by stakeholders, and document constraints faced by stakeholders. A purposive sampling technique was used to select 90 farmers, 30 traders, and 30 consumers, totaling 150 participants. Data were collected using well-developed schedules and analyzed using tabular analysis, Rice Preference Index (RPI), Garrett ranking technique, and other suitable methods. The results showed that Telangana Sona (RNR 15048) is highly favored for its long grain size, high head rice recovery, and strong market demand, despite its susceptibility to stem borer and higher fertilizer requirements. Pranahitha (JGL 11727) is appreciated for its good rice quality but faces significant challenges, including high susceptibility to lodging, pests, and diseases, and lower germination rates. Kunaram Rice-1 (KNM 733) showed acceptable profitability but struggled with low market demand, poor grain quality, and higher water requirements. The study concludes that while Telangana Sona excels in market appeal and profitability, Pranahitha and Kunaram Rice-1 need targeted interventions to overcome their specific constraints. Enhancing pest resistance, improving grain quality, and reducing input requirements are essential for optimizing the potential of these varieties. Addressing these challenges through improved management practices and technology adoption can significantly benefit farmers and boost the marketability of these paddy varieties.

Online Marketing Strategy for Fashion Products: A Case Study on Matahari Company

The marketing communication strategy of Toska Fashion is designed to increase customer engagement through the company website. In the current business environment, competition is intensifying, with companies facing increasing pressure to refine their communication strategies and highlight the advantages of their products. Matahari, a retailer offering both local and international clothing, has encountered challenges in online marketing. This presents an opportunity to examine the effectiveness of the marketing communication strategy, particularly in the context of websites integrated with social media platforms such as Instagram. The objective of these methods is to enhance customer engagement with Matahari Fashion products. The process of building customer engagement is comprised of several key elements, including the utilization of advertisements, the integration of shopping features on social media, the implementation of campaigns with prizes, the monitoring of after-sales interactions, and the engagement with social media features. These elements are expected to contribute to an increase in Matahari's customer engagement, which in turn should result in an uptick in the number of sales transactions.

Star-Up Business Development in an Effort to Increase Competitiveness: A Development Research

This research uses a qualitative approach in the form of descriptive research by applying the 4D development model. The main aim of this research is to increase the competitiveness of the Patas Tactical Makassar fashion business. The research was conducted from December to February, with the research location at the Makassar Fashion Patas Tactical business. The object of research is the business, while research subjects include owners, leaders, employees, consumers and regular customers. The research focus is on developing business models by applying the elements of Discovery, Dreaming, Design, and Destiny. Data collection methods used include observation, interviews and documentation. The research results show that Fashion Patas Tactical has succeeded in developing their business through a structured start-up-based approach, with four main phases: Dreaming, Design, Delivery, and Destiny. The company has set an ambitious vision and implemented targeted strategies to create a strong foundation for sustainable growth. Focusing on product quality, innovation, superior customer service and sustainability are the main pillars in their business journey. Thus, research shows that Fashion Patas Tactical has succeeded in building a strong and strategic foundation to face market challenges and achieve sustainable growth in the fashion industry.