Competitive Marketing Strategies Research Articles

IMPACT OF CAPITAL STRUCTURE ON PROFITABILITY OF VIETNAMESE INSURANCE COMPANIES

Insurance companies have an important function of absorbing and storing economic risks. Therefore, companies need to have optimal, safe, and stable capital sources to be able to finance, diversify, and transfer risks. Previous studies have only focused on market share, customers, competitive strategies, and insurance premiums without paying attention to the capital sources of insurance companies. This is more necessary when Vietnamese insurance companies have a non-optimal capital structure, leading to low profitability. The study aims to fill the above gap by analyzing the impact of capital structure on the profitability of insurance companies through the research sample of the Data Set of 40 insurance companies (listed on HNX, HOSE, UPCOM), corresponding to 297 observations in the period from 2013 - 2023. By using GMM estimation, the author has identified three independent variables explaining (and two control variables) the variation of the dependent variable profitability (ROE), including (i) General debt ratio (GDR), (ii) Debt ratio (DR), (iii) Long-term debt ratio (LDR). Based on the research results, the authors discuss and assess the important role of capital structure in insurance companies and provide financial solution recommendations to improve their profitability.

Strategi Pemasaran untuk Meningkatkan Penjualan Mahalona Kopi Karawang

The implication for Mahalona Kopi is that it needs to design more competitive marketing strategies and offer products or services to potential markets. This research aims to formulate a marketing strategy for Mahalona Kopi and take advantage of opportunities and overcome challenges so that the coffee shop business can continue to operate and generate profits. The data processing method used in this research is descriptive qualitative method, with the analysis process using SWOT analysis. Data sources include primary data and secondary data, obtained through direct observation and in-depth interviews related to opportunities and challenges in the coffee shop business. The matrix results show that Mahalona Kopi is in cell IV (Grow and Build). The appropriate strategy for this cell position at Mahalona Kopi is an intensive strategy, such as market penetration, product development, and market development.

Price, Marketing Communications and E-commerce Services on Consumer Purchase Intention in Online Shopping

General Background: The rise of technology and internet use has significantly influenced shopping behaviors in Indonesia, particularly with the growth of online shopping. Specific Background: Factors such as price, marketing communication, and e-commerce services are essential in shaping consumer purchasing decisions in this digital space. Knowledge Gap: Limited research has examined the combined impact of these variables on online purchase intentions. Aims: This study investigates the effects of price, marketing communication, and e-commerce services on consumer purchasing intentions. Results: Using a quantitative approach with 96 respondents, the analysis reveals that all independent variables significantly influence consumer purchase intentions in online shopping. Novelty: This research integrates multiple influencing factors into a single study, emphasizing their collective impact. Implications: Findings indicate that e-commerce platforms should focus on competitive pricing, effective marketing strategies, and quality services to enhance consumer purchase intentions, contributing to a thriving online retail environment. Highlights: Significant Influence: Price, marketing communication, and e-commerce services collectively impact consumer purchasing decisions in online shopping. Research Gap: This study fills the void by examining the combined effects of multiple factors on purchase intentions. Strategic Implications: E-commerce platforms should prioritize competitive pricing and effective marketing strategies to boost consumer engagement and sales. Keywords: Price, Marketing Communication, E-Commerce Services, Consumer Purchase Intention, Online Shopping

USING THE "FOUR FILTERS" MODEL FOR CHOOSING THE OPTIMAL MARKETING STRATEGY IN INTERNATIONAL COMPANIES

The purpose. The purpose of the work is to develop practical recommendations for improving methodological approaches for determining effective marketing strategies of international companies in a competitive environment by means of mathematical modeling. Methodology. During the research, methods of system analysis and logical generalizations, statistical and comparative analysis, Porter's model, "four filters" model were used. The results. A scientific approach to choosing the optimal marketing strategy using the "four filters" model is proposed, which involves the consistent use of Wald, Savage, Hurwitz, and Laplace criteria. The scientific novelty of the obtained results lies in the improvement of methodical approaches to evaluation and selection of the optimal international marketing strategy, taking into account the criterion approach. The practical significance lies in the expansion of the theoretical plane and practical significance of modern and classical theoretical approaches to the content of marketing strategy in international business, the use of mathematical modeling to solve the problems of choosing competitive marketing strategies in the international business environment.

Leveraging Big Data analytics for enhanced market analysis and competitive strategy in the oil and gas industry

Leveraging Big Data analytics for enhanced market analysis and competitive strategy in the oil and gas industry

Competitive Strategy Orientation and Market Orientation for Product Innovative Success in Ethiopian SMEs

This empirical study aims into how market orientation and competitive strategy orientation affect the success of innovative products in small and medium-sized Ethiopian businesses. Small and medium-sized businesses are essential to economic growth, especially in developing nations like Ethiopia, where they are the main drivers of local development and the generation of jobs. However, these companies face significant challenges including scarce resources and volatile markets, necessitating the use of tactical approaches to preserve their competitiveness and foster growth. A mixed-methods approach was used in this cross-sectional study, with 396 respondents completing self-administered questionnaires for the quantitative data and semi-structured open-ended interviews for the qualitative data. The analysis was conducted using SPSS and the AMOS app. The findings show both an increase in competitive strategy orientation and market orientation results in an increase product inventive success, and also, an increase in product innovative success results in an increase in both market share and financial performance. The study also demonstrates the noteworthy and indirect positive relationships that market orientation and competitive strategy orientation have on market share and financial success. The outcomes showed how crucial these strategic orientations are to the capacity of Ethiopian SMEs to innovate, overcome challenges, preserve their competitiveness, and promote economic growth. The study emphasizes how important it is for Ethiopian SMEs to have a competitive strategy orientation that is in line with their market orientation in order to successfully innovate new products. Businesses can better respond to market needs and competitive pressures and promote innovation by utilizing insights from competitive analysis and market research, by offering insightful guidance on enhancing innovation and competitiveness in the Ethiopian context, as well as practical pointers for SME leaders and policymakers, this study fills a vacuum in the literature.

Analysis of Enterprise Business Strategy: Evidence from Coca-cola Company

This article focuses on the current development status, challenges and risks of Coca-cola company, and provide relevant suggestions for the future development and shortcomings of Coca-cola. This articles results have a certain reference significance for other enterprises to formulate marketing strategies. This article takes the business strategical of Coca-cola as the research theme. Using SWOT analysis method to analysis Coca-cola's market competition strategy and its market position strategy. And use DuPont analysis method to research the Coca-cola current financial situation and make relevant suggestions for future development of Coca-cola. The data of Coca-cola financial statements collected from Baidu Stock Connect. From the results of this research, the Coca-cola are facing different challenges: Insufficient adaptability between product innovation and consumer demand, reduced consumer preference, insufficient brand awareness in segmented markets and unstable profitability. This article extracts and summarize strategies, methods and provide certain reference and inspiration for beverages enterprises.

ANALISIS SWOT DALAM PENGEMBANGAN BISNIS

The purpose of this research is to formulate alternative excellent competitive marketing strategies and appropriate company policies using the SWOT (Strength, Weakness, Opportunity, Threat) analysis method in Ariyojeding Village. SWOT analysis is carried out using the IFAZ matrix which describes the company's strength and weakness factors and the EFEZ matrix which describes the company's opportunity and threat factors. From the results of the data analysis, the total score for the strength, weakness, opportunity and threat factors was obtained, respectively, the highest strength weight was 0.54, the highest weakness weight was 0.27, the highest opportunity weight was 0.56, and the highest threat weight was 0.21. These results place the cricket cultivation business in Ariyojeding Village in quadrant I and the marketing strategy that must be implemented is an aggressive growth strategy.

Business Strategy, Short-Term Debt, and Cost Stickiness

This research delves into the dynamics that underlie the relationship between changes in a company's sales and its cost structure. It also explores the influence of short-term debt, often associated with sales, on a phenomenon known as cost stickiness. Furthermore, we examine the roles of product market competition and various business strategies in shaping these interactions. We used financial data from 153 companies listed on the Tehran Stock Exchange from 2015 to 2021 to conduct a rigorous regression analysis to unearth significant insights. Our findings reveal that short-term debt serves as a mechanism for companies to effectively manage their financial obligations with lenders and creditors, and it is inversely correlated with cost stickiness. Moreover, our results shed light on how the impact of short-term debt on cost stickiness varies in response to the competitive nature of the product market and a company's chosen business strategy. Specifically, when companies adopt a "prospector strategy" to explore new markets and expand their product offerings, the negative association between short-term debt and cost stickiness weakens. In a broader context, our study contributes to comprehending cost stickiness and carries practical implications for industry professionals and future scholarly pursuits.

A Comparative Study on the Market Competition Strategies of Tencent and Alibaba Based on Python Data Analysis

A Comparative Study on the Market Competition Strategies of Tencent and Alibaba Based on Python Data Analysis

Effect of centralized volume-based procurement of drugs on business performance of listed pharmaceutical enterprises

Since March 2018, China has conducted five rounds of negotiations for the inclusion of drugs in the medical insurance system and implemented eight batches of centralized drug procurement. The role of the medical insurance department as a strategic purchaser in the pharmaceutical market has been continuously strengthened, playing a crucial role in controlling the unreasonable growth of medical expenses and reducing the economic burden on patients. The policy of centralized drug procurement, by exchanging quantity for price, can significantly reduce drug prices and lower the profit level of companies. However, being included in the centralized drug procurement catalog can bring a substantial and stable market share to the winning companies. Therefore, the impact of the centralized drug procurement policy on the operational performance of winning companies and how their business decisions should be adjusted remain to be thoroughly explored from both theoretical and empirical perspectives. To assess the impact of the centralized drug procurement policy on the operational performance of companies, this study takes publicly listed pharmaceutical manufacturing companies from 2016 to 2020 as the sample and conducts empirical analysis using methods such as difference in difference (propensity score) matching (PSM-DID). The results showed that the centralized volume-based procurement of drugs policy had a significant negative impact on the business performance of bidding listed pharmaceutical manufacturing companies, indicating that the increase in the sales of bidding drugs could not fully make up for the profit loss caused by the price reduction in the short term. Pharmaceutical manufacturing companies should further adjust their market competition strategies, actively engage in research and development innovation. The government should guide pharmaceutical companies to improve their operational performance while ensuring the quality of drug supply by optimizing the supporting innovative incentive policies in the centralized drug procurement policy.

ХАРАКТЕРИСТИКА ЧИННИКІВ, ЯКІ ВПЛИВАЮТЬ НА МАРКЕТИНГОВІ ВЗАЄМОВІДНОСИНИ ТА КОНКУРЕНТУ МАРКЕТИНГОВУ СТРАТЕГІЮ

The article is devoted to the characteristics of factors that affect marketing relationships and competitive marketing strategy. Every day, companies face the issue of paying close attention to the factors that affect marketing communication with the client, the formation of competitive advantages in the market, and the development of such a marketing strategy that would provide the company with a leading position in the market. The article defines the main principles of marketing relationships that underlie the marketing competitive strategy. If a company builds relationships with a customer based on these principles, the overall company wins, because this approach helps increase customer satisfaction, increase their trust in the brand, and reduce customer churn. The main types of marketing strategies used by companies in the market are defined: cost leadership strategy, differentiation strategy, focus strategy, aggressive strategy, defense strategy. In general, a marketing strategy is a plan of action developed by a company to ensure its competitive advantage in the market. The listed types of competitive marketing strategies prove that the choice of a competitive marketing strategy depends on many factors, such as the size of the company, its resources, market position, characteristics of the target audience and the actions of competitors. The classification of influencing factors aimed at the formation and maintenance of longterm relations between the company and clients has been carried out. Such factors are defined as: product or service quality, value for the client, satisfaction of the client's needs and expectations, communication, client service, trust and reputation, loyalty, technologies. Having analyzed the factors influencing marketing relationships and the competitor's marketing strategy, attention is focused on their positive impact on the company's activities. Keywords: marketing, marketing relationships, marketing strategies, influencing factors, company, strategy

Automatic price appraisals: why they matter and how to measure them.

Accurately estimating consumers' willingness-to-pay (WTP) is crucial to product design, pricing decisions, and the design of competitive marketing strategies. However, traditional self-report measures of WTP are susceptible to many reporting biases, including tactical responding or an inability to make accurate estimates. Importantly, appraisals also occur automatically (i.e., in the absence of substantial time, intention, awareness, and/or substantial cognitive resources) and implicit measures used to capture automatic appraisals are less susceptible to the sort of reporting biases that self-report measures can be affected by. However, the only existing implicit measure for assessing automatic price appraisals (the Task Rule Congruency paradigm, 'TRC') is impractical because of the large number of trials and time it requires. Accordingly, here we introduce the Implicit Attribute Classification Task (IMPACT), test its effectiveness for the measurement of automatic price appraisals (Study 1), and directly compare its effectiveness and utility with that of the TRC (Study 2). We find that the IMPACT is an efficient measure of automatic price appraisals, that it produces considerably larger effects compared to the TRC, and that it does so while substantially shortening the procedure. We also discuss how the IMPACT scores can be used to derive an implicit measure of willingness to pay. Our findings make a substantial contribution to both research and practice by providing an effective tool that facilitates, for the first time, an efficient exploration of implicit WTP.

Digital transformation to enhance Indonesian SME performance: Exploring the impact of market competition and digital strategy

In the current era, the challenges faced by SMEs in Indonesia are becoming increasingly complex. Previously, the primary challenge for SMEs has been to enhance performance. However, with the emergence of information technology, SMEs are now required to compete fiercely. SMEs in Indonesia are still in the process of digital transformation to improve their business strategies, thus limiting research focused on digital transformation in SMEs. Research also considers market complexity and digital strategy as crucial factors for SMEs. The aim of this study is to analyze the role of digital transformation in influencing SME performance. The research approach is quantitative, involving 171 SMEs owners as respondents. The instrument utilized is a Likert scale questionnaire, focusing on the majority of SMEs in Indonesia, particularly those in Java, the most populous island and business center of the country. This includes SMEs operating within various sectors, such as culinary, fashion, retail, and creative industries. The results indicate that digital strategy and market complexity influence digital transformation and SMEs performance. The research findings suggest that digital transformation mediates the influence of digital strategy and market complexity on SME performance. The novelty of this study lies in its focus on the current SMEs digitalization strategy area. This study indicates that digital transformation is an essential aspect affecting current SME performance. The results suggest that SMEs require focused strategies to strengthen resources and gain competitive advantage in complex markets.

Competitive Strategy of Chinese Maintenance Repair and Operations Industry- a Case Study of JD Industrials

As the market size of China's maintenance, repair, and operations industry continues to expand, more and more platform companies are entering this sector. In this increasingly competitive environment, having a set of market competition strategies, implementation measures, and safeguard measures tailored to the enterprise is crucial for long-term survival. This paper conducts a case study on JD Industrial, a leading B2B company in this field. This paper first analyzes the market environment of JD Industrial by using the PEST framework and puts forward the market competition strategy suitable for JD Industrial by using SWOT analysis. It also puts forward the corresponding implementation and safeguard measures for the implementation of these strategies. The potential contribution of this paper is that provide some valuable insights into JDI's market competition strategies. These insights aim to assist JDI in enhancing its market share and achieving sustainable growth in the process of competition from domestic and international rivals.

Mintel Reports

Mintel Reports provides solid market intelligence for both academic and commercial institutions. The reports offer in-depth analyses of consumer demographics and psychographics, market status, trend forecasts, competitive strategies, and case studies, all backed by interactive data visualizations. The 2023 upgrade formats these analyses and data into a clean, easy-to-read, easy-to-use layout, with smart infographics and multiple options for saving, sharing, and creating. The more mobile-friendly navigation, despite some accessibility issues, is much improved from the legacy product. Mintel Reports, already a staple for business, marketing, and advertising students, is an even more attractive resource with the new look and features.

Methodical approaches to marketing competitive strategy's effectiveness assessment for healthcare organizations in Ukraine

Annotation. Transformational changes in the health care of Ukraine contribute to the development of health care services and the introduction of market mechanisms in the health care organizations’ activities. Health care organizations need skillful strategic management and planning, development of criteria and indicators to assess the strategy effectiveness. The purpose of the study is to substantiate methodical approaches to the marketing competitive strategy’s effectiveness assessment for health care organizations in the market of health care services. Author used the principle of the Donabedian’s triad for structuring indicators to assess the health care organization’s strategy effectiveness. This approach allows considering three interrelated quality factors – resources, process, and patient treatment results. Applying a criterion-based approach to assess the health care organizations’ effectiveness has allowed developing criteria for marketing competitive strategy effectiveness assessment in three dimensions – efficiency, productivity and performance, and from two positions – external and internal. The paper proposes to determine the planned, current and target effectiveness of the health care organization’s strategy based on a comprehensive performance indicator. The types of indicators based on the Donabedian's triad can be used by managers to improve the clinical process and to assess the competitive marketing strategy effectiveness. The paper proposes a system of indicators to assess the health care organization’s marketing competitive strategy effectiveness, which can be supplemented to consider the specifics of the hospital operation.

Analisis Pemasaran dan Strategi Pemasaran Kompetitif di UMKM Asmaraloka, Surabaya

The main objective of this journal is to gain an understanding of how Asmaraloka MSMEs utilize marketing channels and margins as well as competitive marketing strategies to develop their business. The research method used is primary and secondary research methods. The results ofthe study show that the marketing channel for coffee products is included in the second level marketing channel which includes producers who refer to coffee farmers, suppliers and consumers. Asmaraloka is one of the marketing agencies that acts as a supplier that distributes coffee products from producers to consumers and is a marketing agency that has the largest margin share, amounting to IDR 718,000.00. Asmaraloka's marketing strategy is to build close relationships with large communities in the Surabaya area to expand their market share.

Knowledge Graph Analysis of Science and Technology and Children's Education

In this study, 1700 articles related to children and science and technology education published on CNKI) were taken as the research objects, and the visualization software CiteSpace was used to draw the keyword knowledge map, so as to explore the hot research issues of children and science and technology education in China. The results show that the research of children and science and technology education in China basically focuses on the core issues of child education, and the main topics include the relationship between child education and science education, science museum and science and technology, early childhood education and child education. This study will focus on the following aspects, The relationship between science and technology and children's education policies: to explore the government's policy measures in promoting the integration of science and technology and children's education, and the impact of these policies on educational practice. Development and application of science and technology education products: analyze the design concept and functional characteristics of science and technology education products, as well as their application effect in educational practice. Development and innovation of science and technology education enterprises: to study the business model, market competition strategy of science and technology education enterprises, and their exploration in technology innovation and education practice. The knowledge graph analysis of this study will provide a visual tool for understanding the relationship between technology and child education, and will help to provide a useful reference for educational researchers, policy makers and practitioners.

Analisis Strategi Pemasaran dalam Meningkatkan Daya Saing Industri Batik Tulis Giriloyo

Marketing strategy is the way to create a sustainable competitive advantage for companies that produce goods or services. Market competition is the main challenge for entrepreneurs. The Indonesian batik production industry in Wukirsari Village is a real example. This research aims to analyze the competitive marketing strategy of the Giriloyo batik industry globally. The author uses a qualitative descriptive method for this research, using literature review as the data collection technique. Survey results show that the marketing strategy of the global Giriloyo tie-dye industry includes product strategy, pricing strategy, sales promotion strategy, and placement strategy, commonly known as the 4Ps.