Implementation Of Marketing Strategies Research Articles

Use of creative marketing in the implementation of enterprise strategy

The relevance of the research problem is determined by the need to increase the competitiveness of enterprises in the conditions of increased competition in the global market. The purpose of the article was to conduct a theoretical analysis and develop methodological support for the search for effective marketing tools during the implementation of a creative marketing strategy. To achieve the goal, the following methods were used: logical generalisation; comparative analysis; statistical analysis; analytic hierarchy process; expert survey method; graphical and tabular method. As a result of the study, the following results were obtained: the essence of the concept of “creativity” is determined and the importance of using creative marketing tools during the implementation of the company’s strategy is substantiated; it has been proven that when choosing strategic directions, it is necessary to develop and implement a creative marketing mix model; it is substantiated that for the application of creative marketing, the personnel of the enterprise must be of a creative type; it was determined that during the development of a creative marketing strategy in the conditions of global digitalisation, an important stage is the choice of social networks; it has been proven that in conditions of the consequences of the COVID-19 pandemic and military aggression in Ukraine, the most significant creative marketing tool is Internet marketing; it has been proven that among creative Internet marketing tools, the most effective are Social Media Marketing, Search engine optimisation, Event marketing and contextual advertising. The practical significance of the obtained results lies in the formation of practical recommendations for the selection of effective creative marketing tools during the development and implementation of the company’s strategy aimed at increasing its competitive advantages. Formulated conclusions and recommendations can be used by the management of modern enterprises that are looking for ways to increase competitiveness through the implementation of a creative marketing strategy

Generating Competitiveness through Trending Marketing strategies, Case of Gen Z Consumers in the Restaurant industry

Implementing marketing strategies is crucial for hospitality organisations to reach their target markets and improve their performance and competitive advantage. Hence, this study examines the impact of various trending marketing strategies on the restaurant industry's competitiveness among Gen Z consumers. Using the asset-process-performance (APP) framework, this research involves six measured constructs: service robots, social media, online advertisements, website experiences, brand love and competitiveness. The samples of 301 survey questionnaires were collected from Gen Z consumers in the restaurant industry. Statistical Package for Social Science (SPSS) was used to conduct this study's data analysis. Based on the findings, service robots, social media, online advertisements, website experiences, and brand love demonstrated a significant impact on the restaurant industry's competitiveness among Gen Z consumers. Further, the research provides practical implications by better understanding Gen Z consumers, implementing appropriate marketing strategies accordingly, and impacting practice in the restaurant industry.

DIGITAL MARKETING STRATEGIES AND ACQUISITION OF NEW CUSTOMERS FOR SMES IN SANTA ELENA PROVINCE

This study analyzes digital marketing strategies in SMEs from the Santa Elena Province, evaluating their impact on attracting and retaining customers, as well as on business growth. Methodology: Using a mixed-methods approach, 239 surveys answered by business owners were examined out of a total of 279 sent forms, along with 8 interviews with owners and marketing managers. Results: The findings indicate the effectiveness of digital channels such as social media, email, and web positioning. Strengthening online presence and the reach of SMEs in the local market significantly influences customer acquisition and satisfaction. Conclusions: Based on the results obtained, it is concluded that SMEs in Santa Elena adopt diverse digital marketing tactics based on size, focused on driving sales and customer service. Despite facing knowledge, competition, and resource constraints, they strive to adapt to the digital environment. This study provides insights into the implementation of digital marketing strategies in SMEs for improving competitiveness and business performance in the Santa Elena Province

STRATEGI PEMASARAN DALAM MENINGKATKAN HUNIAN KAMAR DI UBUD PADA MASA NEW NORMAL (STUDI KASUS HOTEL THE SHALA UBUD)

The purpose of the study was to find out marketing strategies to increase room occupancy in Ubud during the new normal period. Based on the data analysis that has been carried out, the results of the marketing strategy have not been optimally implemented by The Shala Bali, because there are several indicators of the 7P marketing mix that have not been implemented optimally, namely product quality indicators where there are several room facilities that are still problematic, brand indicators that are not well known, indicators transportation, namely the lack of lighting at night, the villa distribution channel has not collaborated with offline travel agents, the personal selling indicators owned by the villa are less diverse, and the direct marketing and public relations indicators are not implemented. The people villa element does not yet have a Sales & Marketing department and elements of physical evidence The Shala Bali does not have adequate lighting at night and lacks ample parking space. However, there has been a good implementation of marketing strategies at The Shala Bali, namely indicators of product variety, product design, room size, service, good price list indicators, clear payment periods and requirements, indicators of locations close to tourist destinations in Ubud. and the process elements are good and CHSE certified.

Research on the Influence Mechanism of Corporate Social Responsibility on Consumer Behavior from the Perspective of Attribution Theory

Since prior studies did not focus a lot on the influence mechanism of CSR on consumer behavior from the perspective of consumers, this topic needs to be further researched. Based on the attribution theory, this study takes Hongxing Erke as the representative case using grounded theory to explore the influence mechanism of CSR on consumer behavior. This research finds that CSR strength, CSR consistency and brand image are the three main conditions that affect consumers' attribution pattern, and consumers' perception of marketing is the boundary condition that affects consumers' attribution pattern. Attribution can be divided into prosocial and self-interest. Prosocial attribution has a positive effect on consumers' purchase intention, while self-interest attribution has a negative effect on consumers' purchase intention. This study has certain guiding significance for enterprises' marketing strategy and CSR implementation.

Studies on KFC’s Online Promotion in China

As a major international fast-food brand, KFC has been adapting to changes in line with the development of technology. One of the most representative ways to promote KFC today is through online development based on the Internet. This article will introduce KFC's online promotion strategy from the perspective of consumers’ personalities and brand personalities. It summarizes the convenience of using the KFC APP in promotion, the use of sharing information in cooperation with the online social platform. The power of video in using lives and social media that KFC has adopted in promoting their product and activities. By using SWOT analysis, the paper summarizes the current situation of KFC’s online promotion strategy that has strengths in promoting. The paper also proposes development suggestions and ideas in data selection and consumer analysis. From the findings summarized, the paper concludes that KFC, as a representative of the successful implementation of network marketing strategy, has a reference for other brands in the network promotion strategy that make good use of the internet technology and make online promotion strategies by analyzing the consumers to keep the promotion effective. The paper also gives suggestions from the paper about the future study of online and offline promotion.

Strategi Pemasaran Untuk Meningkatkan Penjualan Pupuk Organik Pumakkal

Organic fertilizers are fertilizers that come from various materials for making natural fertilizers such as animal manure, animal body parts, plants, which are rich in minerals and are good for the use of soil enrichment. Pumakal fertilizer is one of the organic fertilizers developed by PT Pumahitari to increase production in the agricultural sector and prevent land degradation. Sources of organic fertilizer materials are very diverse, such as Pumakkal organic fertilizer which is made using pineapple waste. It aims to recycle pineapple waste so as to help reduce environmental pollution from the waste. This study aims to determine the marketing strategy to increase sales of Pumakkal organic fertilizer. The method used in this research is descriptive with a qualitative approach. The implementation of marketing strategy plays a very important role in increasing sales of Pumakkal Organic Fertilizer. In implementing the marketing strategy of Pumakkal Organic Fertilizer, currently, three components in the theory of marketing strategy have been implemented, namely segmentation, targeting, and positioning. However, the implementation of Pumakkal's Organic Fertilizer marketing strategy has not been optimal in the targeting and positioning components, so it has not been able to increase sales. The results of the research using the SWOT Matrix of PT. Pumahitari is able to take advantage of existing opportunities with its strengths, this is good for the company to reduce weaknesses and minimize threats in order to increase sales. besides that, it can also be concluded that several developments through consideration of internal factors and external factors of the company can be beneficial for the progress of PT. Pumahitari.

Kajian Literatur Kebijakan Produk Global

The implementation of marketing strategy for businesses is now more difficult due to globalization. Because of globalization, businesses must compete with top-tier firms that have substantial financial resources and higher-quality goods. For businesses entering the global market, the task is to create product policies and plans that address global market demands, rivalry, and organizational resources. Product policies must strike a balance between the advantages of product adaptability and the advantages of focusing organizational resources and local market preferences on a select few non-commercial items. Consumer demand throughout the globe forces exporters and importers to establish a global product policy that is adjusted by every norm and culture that is unique to each country as a need that business actors/businesses must meet in order to be able to enter the global market. The goal of this research is to examine the global product policies that business actors must follow or implement while marketing items over the world. Because marketers need to be alert to the dynamics of global markets, this research demonstrates how local products differ from global products. Marketers must exercise caution while handling market expansion strategies and placing global items in other countries in order for the goods and services they market to be on point and earn favorable consumer response.
 Keywords: Policy, Product, Marketing Strategy, Globalization

PENGARUH OMNI-CHANNEL MARKETING DAN PENGALAMAN PELANGGAN TERHADAP PEMBELIAN KEMBALI PADA (1-8)

ABSTRACT
 This study aims to determine the effect of Omni-channel marketing and customer experience at D'MAX Hotel & Convention Lombok. The samples in this study were all customers who had visited D'MAX Hotel & Convention Lombok, totaling 100 respondents using a non-probability sampling technique, namely purposive sampling. This type of research is associative research. The data were then analyzed using multiple linear regression analysis. The data tool uses the SPSS version 22.0 for Windows program, where validity test, reliability test, classical assumption test, multicollinearity test, t test (Partial), F statistic test, coefficient of determination test are carried out. Based on the results of the analysis, all variables have a positive effect, where Omni-channel has a positive and significant effect on repurchase, customer experience has a positive and significant effect on repurchase. Based on these results, D'MAX Hotel & Convention Lombok is suggested to increase Buyback through the implementation of Omni-channel marketing strategy and customer

Marketing de influência: uma relação tridimensional entre influenciadores digitais, marcas e accounts

Research goal: To explore the perception gaps of three key players regarding the design and implementation of influencer marketing strategies: brands, digital influencers and accounts, in the fashion, beauty and lifestyle sectors. Methods: Qualitative approach using 11 in-depth interviews with triads of participants involved in fashion, lifestyle and beauty influence marketing campaigns. Originality/Relevance: Study of the three-dimensional relationship between digital influencers, brands and accounts, and the role of each in influencer marketing strategies. Results: The perception gaps in the views of the different stakeholders are notorious. Brands, IDs and accounts are different actors in influencer marketing. It is precisely due to the role of each actor that the perception gaps are denoted, as their views are essentially centred on their role and not on the influential action as a whole. Theoretical contributions: The study allowed us to characterize the relationships between brands and digital influencers and to understand the role of accounts in the mediation of the relationship. It is, therefore, the analysis of a three-dimensional relationship, and not just the Digital Influencer – Brand dyad. In terms of management Contributions, the study provides a set of best practices in the management of a complex relationship between Digital Influencers, Brands and Accounts which has not be found in previous literature, highlighting the importance of understanding the evolutionary trajectory of IDs, and the fundamental role of the briefing in the success of marketing campaigns of influence. Keywords: Influencer Marketing, Digital Influencers, Relationship, Evolutionary Trajectories, Personal Brands

Social Marketing in India: A Historical Perspective

This article examines the inception of the application of social marketing in India, a country where the economic and social predicament has made the use of social marketing imperious. Since the very beginning of the implementation of social marketing strategies in India through various mediums there have been consistent gaps. Therefore, this paper tries to examine various aspects of social marketing and also identify the concerned gaps.

Market Orientation as a Culture Aspect: Marketing and Leadership Style of Principals

Relationship marketing as an important approach in designing and implementing marketing plans and strategies in education and other organizations. Market orientation (MO) often underlies the development and implementation of successful marketing strategies and marketing relationships in any organization. This study aims to describe and describe market orientation as aspects of school culture, the role of principals in marketing schools, adaptation and combination of adaptive and innovative new marketing mix models in the digital age. The findings, the three components of MO were adapted into school culture, namely customer orientation, competitor orientation, and coordination between functions.

Formation of environmental marketing strategies for the development of enterprises on the market of goods and services

The formation of ecological marketing strategies for the development of enterprises in the market of goods and services is an urgent task considering growing social and environmental burdens. A modern enterprise must consider not only the positive financial result of its activities but also its responsibility to nature and society. Therefore, the study is devoted to the analysis, justification, and implementation of ecological marketing strategies as a tool for ensuring the sustainable development of enterprises in the modern market. The context of environmental challenges and opportunities in business has been studied. Consumer expectations regarding environmental responsibility and sustainability of enterprises are growing, which requires companies to pay attention to the implementation of environmental aspects in their strategy. The fundamental principles of the formation of ecological marketing strategies have been identified. These include the implementation of sustainable resource efficiency, reducing the impact on the environment, as well as actively informing consumers about the sustainable nature of products and services. The methods and tools that help enterprises implement their environmental strategies are defined. Among them are environmental audits, product certification, development of new ecological products, use of green technologies, etc. The advantages and challenges of the formation of ecological marketing strategies are analyzed on the example of enterprises that have already successfully implemented such approaches. It was found that environmental strategies contribute to increasing consumer loyalty, increasing competitiveness, and creating the image of a socially responsible brand. However, there are challenges on the road to success, such as the high costs of green technology and staff training, which require management solutions. It is essential to ensure the adaptation of the strategy to a specific industry and consumer audience, to interact with environmental organizations and state institutions actively, as well as to regularly monitor and evaluate the results of the implementation of environmental strategies. In general, the formation of ecological marketing strategies for the development of enterprises in the market of goods and services plays a crucial role in ensuring sustainable development and preservation of the environment. The study reveals a comprehensive approach to this problem and provides recommendations for effectively implementing environmental marketing strategies in practice. Keywords: ecological strategy, ecological marketing, the market of ecological goods and services, sustainable development

STRATEGY FORMULATION ANALYSIS WITH COMPANY IMPLEMENTATION IN DEALING WITH THE COVID-19 PANDEMIC SITUATION

The Covid-19 virus which has swept the world and become a global pademic has changed the world order. The reduced social economic activities of the community to reduce social interaction that can accelerate the spread of the virus, resulting in a decline in the performance of economic sectors. Many industries experience a decline in revenue and can result in further cessation of company operations. The Covid-19 pandemic to date has not been able to predict how long it will end which causes uncertainty about the future. In order for a company to continue to exist and grow sustainably, it is very important to formulate a future strategy that is full of uncertainty. Pizza Hut is one of the American restaurants and international franchises founded in 1958 in Wichita, Kansas by Dan and Frank Carney. The company is known for its Italian-American food, including pizza and pasta as well as side dishes and desserts. This research aims to implement marketing strategies to achieve excellence in the midst of this pandemic. The results showed that the marketing strategy used by Pizza Hut can increase sales volume by staying, even if selling on the side of the road. As well as the presence of information technology provides many benefits for Pizza HUT, such as being able to alleviate complex business activities as well as produce information that is trustworthy, relevant on time, complete, understandable and tested in the framework of planning, controlling and making management decisions. The results showed that the marketing strategy used by Pizza Hut can increase sales volume by staying, even if selling on the side of the road. As well as the presence of information technology provides many benefits for Pizza HUT, such as being able to alleviate complex business activities as well as produce information that is trustworthy, relevant on time, complete, understandable and tested in the framework of planning, controlling and making management decisions. The results showed that the marketing strategy used by Pizza Hut can increase sales volume by staying, even if selling on the side of the road. As well as the presence of information technology provides many benefits for Pizza HUT, such as being able to alleviate complex business activities as well as produce information that is trustworthy, relevant on time, complete, understandable and tested in the framework of planning, controlling and making management decisions.
 Keywords: Covid-19, Management Strategy, and Strategy Formulation

Proposed Digital Marketing Strategy for Textile Companies (Case Study: PT. Aneka Tekstil Indonesia)

PT. Aneka Tekstil Indonesia commonly called ATENDO is a company engaged in the textile sector. ATENDO has been producing textile products for the past three years or so, but until now there are still many people who do not recognize and do not believe in this company. This company faces the problem of a lack of brand awareness and a sense of trust from the public, resulting in several transactions being canceled by potential customers. In the midst of this digitalization era, people get more information and trust a company digitally through the internet. This study aims to help companies deal with problems related to promotional issues using internal and external company analysis. The results of the analysis show that the company has not carried out a marketing strategy through digital marketing. The author proposes the implementation of a new marketing strategy using new digital marketing techniques by creating a website for the company, then implementing SEO, and creating several social media for the company as a means of information and communication for testimonials from customers, some of these strategies are based on the results of internal, external, and SWOT analysis of the company.

IMPLEMENTASI STRATEGI PEMASARAN

Traditional markets nowadays are being marginalized as people tend to choose modern retail stores for their shopping. In the sub-district of Blimbing in Malang city, people are becoming more consumptive. The goal of this research is to identify the implementation of STP marketing strategy, which is applied on marketing mix, to increase competitiveness. The data of this descriptive qualitative research was acquired from interviews. This study finds that the results of STP marketing strategy applied by the Blimbing branch of Alfamart on the 7Ps of marketing mix are as follows. In terms of price, the store has offered low product price, while in terms of promotion, the store has been successful in attracting customers to come. Then, in terms of product, the variants are sufficient in fulfilling the need of the customers, and in terms of place, the location of the store is already strategic and easy to find. The trading process applied by the store has been efficient, and in terms of people, the shop attendants has provided excellent services to their customers. finally, in terms of physical evidence, the store is convenient and resembles Alfamart. Those features have been effective and relevant with the components of marketing mix.

Strategi Promosi Produk Asuransi Jiwadi PT Prudential Syariah Cabang Binjai

Business competition in today's modern era is increasing and also fierce, where every company is required to carry out attractive promotional strategies in order to get and attract customers. In this case, researchers are interested in researching sharia insurance products, namely life insurance. Which is where the purpose of this study is to find out what promotional strategies can be used by companies to attract customers. Because promotion is very necessary for the company because on the one hand it convinces consumers of the products offered, while on the other hand it determines the success of the company in facing competition in the market. In the context of business competition, each company makes maximum efforts to implement marketing strategies in order to increase product sales and maintain its name and market share.

The Effect of Operational Audit, Internal Control, Implementation of Marketing Strategy and Sales Accounting Information System on Sales Effectiveness

The purpose of this study is to see if operational auditing, internal control, marketing strategy implementation, and sales accounting information systems have an impact on sales effectiveness. The research method employed in this study is quantitative. The data was collected using questionnaires, and the analysis method used was multiple linear regression. According to the findings of the study, operational auditing and accounting information systems have a significant impact on sales effectiveness. Internal control has no effect on the effectiveness of sales. Furthermore, the implementation of marketing strategies has an impact on sales effectiveness, but not significantly.

Analisis Optimasi Digital Marketing Dalam Meningkatkan Jumlah Konsumen Tour dan Travel di Masa Pandemi (Studi Kasus Pada PT Hijrah Madani Istiqomah Tour)

The travel business, both for business travel, tourism, general, Hajj and Umrah is currently one of the sectors that has the most impact caused by the Covid-19 pandemic. With the policy of closing access in and out of the region both by air and land and sea, the travel business has received a big blow. One of them is PT Hijrah Madani Istiqomah Tour which must implement its marketing strategy and optimize its digital marketing in increasing the number of consumers. This research aims to 1). Analyzing the marketing strategy implemented by PT Hijrah Madani Istiqomah Tour in increasing the number of consumers 2). Analyzing the optimization of digital marketing carried out by PT Hijrah Madani Istiqomah Tour in increasing the number of consumers 3). Understand and analyze the supporting and inhibiting factors of the digital marketing process in increasing the number of consumers of PT Hijrah Madani Istiqomah Tour. This study uses a qualitative approach with the type of field research. The data collection technique uses observation, interviews and documentation. The data analysis used is descriptive. The results of this study show that: 1) The implementation of marketing strategies through the process and stages of STP (Segmentation, Targeting and Positioning), where the strategy applied is adaptive strategy. 2) Optimization of digital marketing in increasing the number of prospective consumers of Hajj and Umrah pilgrims through planned and well-organized digital media management, and being able to be consistent in uploading content and being able to serve consemun in a friendly manner. 3) The inhibiting and supporting factors in increasing the number of consumers are as follows. a) The supporting factors, easy access to social media, and minimal promotional costs in the media. b) The inhibiting factors, the lack of human resources and the control are relatively weak.

How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction

The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p-value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satisfaction and green trust influence green word of mouth.