Marketing Mix Analysis Research Articles

Business Model Improvement: A Study Case of Channeling through E-commerce

Micro, Small, and Medium Enterprises or MSMEs contribute to domestic economic growth. However, in the course of business, MSMEs still have obstacles. From the standpoint of internal, namely aspects of non-financial capacity such as management, personnel, marketing, and production, as well as financial aspects such as access to sources of financing, profitability management, and profit growth. External factors, namely political, economic, social, technological, and health situations, have an impact on the stability of business performance. Advances in technology, supported by infrastructure and ease of regulation, have encouraged the growth and development of digital-based businesses. This business coaching method focused on the activities at XYZ's Crackers Business, an Indonesian MSME. The purpose of this business coaching activity is to develop marketing channels for XYZ businesses. Data was collected through interviews, observations and surveys. The data is then collected and analyzed through Business Model Canvas analysis, SWOT and TOWS Business Model Canvas analysis, PESTEL analysis, market opportunity analysis (STP), Marketing Mix analysis, and Gap analysis. The solution obtained is to improve the business model, namely the channel element in the form of adding an online store through e-commerce.

Marketing Mix Analysis of Sport Medicine Services in National Sports Hospital Based on Hospital Management Parties and Athletes Specific Sports School (SKO) Ragunan’s Perception

In order to carry out marketing programs effectively, perceptions of the various elements of the marketing mix need to be heard from the hospital management and the patient. This study aims to analyze the marketing mix of sports medicine services at the National Sports Hospital (RSON) which is viewed from two sides, perception of the hospital management, and athlete’s perception represented by special sports school (SKO) Ragunan. This research is a descriptive study with a qualitative method approach using in-depth interview techniques, observing hospital marketing activities, reviewing hospital documents and conducting a questionnaire survey about perceptions of SKO Ragunan athletes which was conducted in October 2020. 40 of 133 questionnaire met the criteria for analysis. Most of the respondents had a positive perception (agreed) on the components and items of the marketing mix assessment at RSON with the highest assessment on the people skills / attitudes and the lowest on the aspect of promotion. The management confirmed the suitability of the survey results with the current hospital conditions. Coordination between hospital owners and leaders is required, as well as the evaluation of promotional media used so that marketing strategies, especially those related to promotional activities, can run optimally and on target.

Implementasi Konsep Responsible Tourism Marketing (RTM) di Desa Wisata Jatimulyo Kabupaten Kulonprogo Yogyakarta

Jatimulyo Tourism Village has many natural tourism objects, cultural and is supported by local culinary. The existence of many attractions presents a new problem in the form of competition between attractions that bring tourists as much as possible without regard to the carrying capacity of the environment. The research objective is to identify the marketing plan consisting of marketing mix analysis (7P), STP and the implementation of Responsible Tourism Marketing (RTM). The method of collecting data uses direct observation, interviews and documentation. Determination of the sample using Snowball Sampling with 20 people sampling consisting of managers of tourist attractions and some local community who work on these attractions. Data analysis uses interactive models, namely: data collection, data reduction, data display and drawing conclusions. The results showed that tourism products owned by Jatimulyo Tourism Village strongly support the implementation of the RTM. Tourism activities such as cave trekking, learning local culinary, swimming in waterfalls, take some photos and exploring the village. The application of RTM is a solution to deal with competition between attractions because they have to pay attention to the carrying capacity and nature conservation

Propose Business Strategy for Coffee Shop in Indonesia (XYZ Company)

Indonesia is one of the most potential markets for entrepreneurs who want to enter the coffee shop industry. The phenomenon of coffee as one of the local wisdoms in Indonesia has encouraged XYZ to have a vision of promoting the uniqueness of Indonesian coffee. However, XYZ ran into various hurdles to keep his business. XYZ’s performance from early 2018 to early 2020 experienced fluctuating conditions and in early 2020 experienced a drastic decline due to the effects of COVID-19. Then in mid-2020, the company started to improve its strategy in dealing with the impact of the pandemic. Currently, XYZ has one store in Tebet, South Jakarta.
 This study aims to assist the XYZ team in improving sales performance, especially in marketing strategies. In identifying external problems, this study uses general environmental analysis, industrial environmental analysis and competitor analysis. In identifying internal problems, this study uses resource analysis, value chain analysis, marketing mix analysis and competitor exploration. Furthermore, this study uses a qualitative approach that collects data from interviews with 15 customers as respondents. The respondents who were interviewed had the aim of capturing customer values and XYZ's ability to fulfill customer values. Interviews were also conducted due to changes in conditions caused by the pandemic which are likely to have an impact on customer value.
 Based on the analysis and determination of the direction of corporate strategy, this study finds that the company's situation is at the stage of growth and diversification. At this stage, XYZ needs to prioritize the target market according to its potential. In addition, this study also suggests XYZ to implement a diversification strategy in marketing activities. Finally, this study also uses the TOWS matrix as the main tool for developing marketing activities. In conclusion, this study proposes a strategy map, schedule, activity time and cost estimation as an implementation plan.

The perspectives of patients with type 2 diabetes mellitus on marketing mix elements in primary health care: a quantitative study from Lithuania.

A competitive advantage in health care institutions can be cultivated by marketing activities and value creation for patients with chronic diseases in primary health care. Type 2 diabetes mellitus (T2DM) is a major challenge in primary health care, as managing risk factors and managing patient knowledge can help to prevent a number of major of complications. This study reveals the expectations and attitudes of patients with T2DM regarding marketing mix elements in the management of their condition. To explore the perspectives of patients with T2DM on marketing mix elements in the primary health care institutions of Lithuania. The design of the national study was based on a survey of patients with T2DM that was conducted after consultation with a family physician in primary health care institutions in Lithuania. The survey was conducted from October 2017 to January 2018, and involved 510 patients with T2DM. Data analysis included factor analysis and linear logistic regression. A hypothetical model was built, defining the relationships between marketing mix elements and both perceived value (emotional, functional, and social) and satisfaction with primary health care services. The marketing mix element of 'Service' is statistically significantly dependent on the gender of the respondents, and is expressed more frequently by women (rcr = 0.118, P = 0.007). The occupation of respondents with T2DM (rcr = 0.151, P = 0.009) and affiliation to primary health care institution (rcr = 0.091, P = 0.040) statistically positively affect the marketing mix element of 'Price'. The marketing mix elements of 'Promotion' and 'People' do not statistically significantly depend on the sociodemographic characteristics of the respondents. Only a weak correlation between the sociodemographic characteristics of the respondents and the marketing element of 'Place' was found. The 'Process' element is statistically significantly more relevant to patients with an average monthly income of €350 (rcr = 0.104, P = 0.019). The element of 'Physical evidence' is more statistically significantly related to respondents with an average monthly income of €350 (rcr = 0.092, P = 0.038). Marketing mix analysis provides information about patients' expectations of primary health care services and identifies areas of improvement for the health services provided by primary health care institutions. The competitiveness of primary health care services is strengthened by enhancing value for patients, by using elements of the health care marketing, and by increasing patient satisfaction.

Key Success Factors' Identification of Farm Tourism: A Case from Indonesia

The setting of this study is an orchard that has turned into thriving farm tourism. The company continues to develop itself in line with the high demand for horticultural products and tourism to excel in doing business. This research aims to identify the key success factors of a tourism farm company. Having useful information enables a company to understand its competitive advantages and powerful resources. Therefore, they can outperform the competition and prevent competitive losses. This study employs an exploratory qualitative approach. Data collection was using observation, interviews, and data generated from the company. This research is using three analytical techniques. First, the external environment analysis consisted of Political, Economic, Socio-Cultural, Technological, and Environmental analysis (PESTEL) and Porter's Five Forces Analysis (PFFA). Second, the internal environment analysis encompassed Value Chain analysis, STP analysis, and Marketing Mix analysis. Then, SWOT analysis to determine alternative strategies generated from the external and internal environment analysis. Results revealed that the key success factors of tourism farm company included human resources and natural resources. In this case, the company's service characteristic is inseparable. Lastly, the company must find solutions to overcome their weaknesses, such as the lack of technology and social media use.

Business Strategy for PT Finansindo Mikro Facing Competition in Microfinance Business

Financial technology or fintech, has developed rapidly and made matters easier for storing, borrowing or investing online or with mobile devices. The competition can be seen through peer -to-peer (P2P) lender accounts, which have increased from year to year. Finansindo is engaged in micro-business as a P2P that targets women entrepreneurs who cannot access conventional banks or are not bankable. such as banks and microfinance institutions (MFIs). The External and internal environment will be analyzed to understand current business conditions. Analysis of the external environment contains PEST, industry forces and competitor analysis. Internal environment includes 7P marketing mix analysis and STP analysis. SWOT Analysis and Ansoff Matrix are used to obtain three strategic choices, namely: market development, product development, and market development, together with product development. Based on the analysis, the chosen strategy is market development. Product development is less attractive due to regulations limiting P2P. Market development and joint product development are not attractive due to regulation and limited resources. In conclusion, Finansindo recommends focusing on market development, which offers the same target but in other geographical areas. Adjusting to the previous segment and with relatively high ceiling considerations, Finansindo is recommended to operate in Aceh, North Sumatra, and Riau.

MARKETING STRATEGY FOR TAMAKREASI MINIGP EVENT

Euphoria of race event in Indonesia are very big and have many opportunity to make profit. With more than one million productive young people, Bandung has the big market target to fulfill the passion and enthusiastic race lovers. And also the growth sales of the motorcycle make and supporting component to the continuity progress on its demand highly contributing for the race event.Tamakreasi is a company based in Jakarta as a company in MICE (meetings, incentives, conferencing, exhibitions) industry. Their second MiniGP event will be held in Bandung in uncommon event place because they could not find an appropriate trade center or mall like their first event in Jakarta. That is why the probability of low traffic is considering high in their second event in Bandung.
 Internal analysis consists of STP and Marketing Mix analysis. On STP analysis, author found out that Tamakreasi MiniGP event targeted the costumers who lived in Bandung, like to watch unique motorcycle 208 Co-Management Vol. I, No. 2, Juni 2019race event, minimum education is high school, male gender, almost all generation, and living their lives as above middle social class. On marketing mix analysis, author found out that Tamakreasi want to deliver unique race competition experience both for their visitors and for their sponsors. External analysis consist of Porter 5 force analysis. What author found on Porter 5 forces analysis is that competitiveness tension of this industry is high, because from 5 forces there are three forces that considering high which are threat of substitutes, bargaining power of suppliers, and industry rivalry. Root caused analysis addressed three problems and two sub-problems, they are limited marketing communication activities, people did not familiar with their next venue in Bandung, and race circuit is in uncommon event space. Tamakreasi use marketing communication tools that combined as their promotional mix to solve these problems.To fix these problems, Tamakreasi use marketing communication tools which consists of Advertising, Public Relation, and Social Media. Advertising channel consists of brochure, x-banner, and billboard.
 Public relation channel consists of radio, TV, magazine, newspaper, and community. Social media channel consists of Facebook fan page, Instagram, youtube channel, and buzzer or social media influencer. The combination between all of these marketing communication tools called promotional mix. Promotional mix used as the strategy to overcome the issue that Tamakreasi face.

Bauran Pemasaran Wisata Agro Salak Pondoh Organik di Dusun Ledoknongko, Desa Bangunkerto, Kecamatan Turi, Kabupaten Sleman


 
 
 This research is located at Wisata Agro Salak Pondoh Organik Ledoknongko (WASPOL), Bangunkerto Village that is one of the agritourism in Sleman District, Yogyakarta. The background of the research includes a variety of activity options in WASPOL, Salak Pondoh as a profitable commodity, and there is government support to preserve organic Salak Pondoh varieties. The tourist activities options in WASPOL is about cultivation, enjoy picking the salak and also processing the fruits into any other product in traditional way. Salak Pondoh is a profitable commodity because it can export in large quantities.
 The objective of this research is to identify the profile of tourists and marketing mix of WASPOL. The data is collected through interviews and observation. The informants are determined by purposive sampling technique. The data is analyzed qualitatively through the process of data reduction, display, and drawing/verification.
 The results of the study show that, the profile of tourists visiting WASPOL have the same purpose which is to conduct research, this is because there are researchers from various Universities and Schools in Indonesia. Tourists will also be taught how to cultivate Salak Pondoh by Farmers and can immediately pick and eat Salak fruit. The rate of tourists visits has decreased, from 2015 amounted to 3,493 visitors dropped to 2,523 visitors in 2016 with a percentage decrease of 72%, while in 2017 there were 1,278 visitors with a percentage decrease of 50%. The decline in tourist arrivals from 2015-2017 because WASPOL is more focused on the export of Salak Pondoh fruit. The results of the marketing mix analysis at WASPOL are where WASPOL exports Salak Pondoh to various countries such as China, Australia and Cambodia while salak processed products are only sale in souvenir shops in Yogyakarta. The price of salak exported is Rp. 50,000/Kg, while for salak fruit for sale in plantation areas for Rp. 20,000/basket. Salak Pondoh production process is carried out at the home of the farmers’ groups and all who carry out cultivation activities and salak marketing are people who come from Sub Ledoknongko. Salak plantations are neatly arranged and clean from rubbish. WASPOL is promoted through their official blog, sicantikledoknongko.blogspot.com. There are several recommendation to the management of WASPOL as follow: to add the facilities like toilet and signboard, promoting on social media, and if possible make a website that explains about WASPOL and existing tour packages.
 Keywords: Tourist Profile, Marketing Mix, Agritourism, Salak Pondoh, Ledoknongko Village
 
 

Alternatif Strategi Bauran Pemasaran 7P Museum Batik Yogyakarta

Yogyakarta Batik Museum is one of the tourist destinations where as batik as major attraction. The museum is not only being a place of batik storage collections, but also offer hotels, batik shops and training of classic batik production. This study aims to provide Alternatives on marketing strategies through 7P marketing mix analysis in Yogyakarta Batik Museum. The type of research used is descriptive qualitative. Primary and secondary data are used in analyzing the 7P marketing mix at the Yogyakarta Batik Museum. The data was obtained that concerns on products, prices, places, promotions, physical evidence, people and processes in implementation the marketing strategy of the Yogyakarta Batik Museum. The results of this study are recommended alternative marketing strategies for the Yogyakarta Batik Museum. These alternative strategies are Strengthening historical and cultural values as the identity of products from batik in Yogyakarta batik museum, Differentiation of ticketing prices for tourists, Optimization of online strength through social media, and Optimization of tasks and jobs in Human Resources.

Pengaruh Bauran Pemasaran Dan Analisis Optimalisasi Faktor Produksi Pada Industri Kecil Sari Kedelai NONY di Kabupaten Tulungagung

NONY is one form of small business engaged in the agribusiness processing of agricultural products in the form of soy extract. But as time passes, more and more business actors engaged in the same field. This will undoubtedly threaten the existence of NONY company in producing soybean extract, sharing various strategies must be done so that this company can survive. Therefore it is necessary to analyze the optimization of production factors to determine what production factors need to be improved or reduced. Also important thing is from marketing side, NONY company need to do marketing mix analysis satisfyed consumer in order to maintain customer loyalty that make company can survive.
 This study uses multiple linear regression method to find analysis of factor optimization and marketing mix analysis to NONY soybean consumers. For analysis of production factor optimization using Cobb Douglas factor input analysis. Using 100 screening samples in order to obtain good results, followed by looking for the influence of marketing mix to consumers
 The result of this research shows that sugar production factor is very influential to NONY soybean production process and it is necessary to reduce the use of taste and worker to increase the optimization of production. Product and Promotion factor in marketing mix influences consumer's satisfaction and loyalty, where the consumer of NONY soybean extract comes in. in the medium category.

ANALISIS PERSEPSI KONSUMEN TERHADAP KONSEP PRODUK MICROCAR ARINA

<p align="center"><strong><em>ABSTRACT</em></strong><strong><em></em></strong></p><p align="center"><em> </em></p><p align="justify"><em>The National otomotive industry in Indonesia has a very good prospect. Domestic market is very potential for developing transportation device, because it supported by the wide landscape o Indonesian region and the large amount of Indonesian population. However, the presence of national car industry not directly implicate to the probability of product absorption massively. Government support in matter of economy policy, bureaucracy and national car development technique are not the main factor that giving the possibilities for product selling success. The success for national car selling still determined by how big the market can accept the product concept.</em><em></em></p><p align="justify"><em>Arina Motor Manufacturing is the company that recently developing the Microcar national car prototype with the brand ARINA. Recently, target market for this product is domestic/local market. The first indication for helding this research is the necessity of the new product testing for getting market response. The problems that indicated as the cause are the product concept it self such as quality, feature, style and design, also the perception from the future consumer to Arina Microcar. This research has an intend to examine much further of the marketing mix analysis, especially that related with the product concept of ARINA Microcar as one of the national car excellence product prototype.</em><em></em></p><p align="justify"><em>The research was held on Jakarta Indonesian International Motor Show (IIMS) at July 24th – August 02nd, 2009. The survey was held by spreading the questioner to respondents for the intend to get some information that related with some factors in marketing mix from the product concept view that influence consumer perception toeward ARINA Microcar. The data processing for the this research is processed by using SPSS Program.</em><em></em></p><p align="justify"><em>The result of this research shows that all research variable are valid and reliable. Based on factor analysis testing, all variable fulfill the properness condition and connected each other, because the gained data KMO > 0.50. Meanwhile, the analysis result correlation shows that the future consumer perception toward ARINA Microcar product concept is not significantly determined by quality variable (29.9%), but determined by feature variable (52.7%), and style/design (64.4%). In the meantime, regression analysis result also shows valid with some indicators such as data already normal distributed, there is no autocorelation, and there is no colinearity. The F test results shows that all variable by collectively influence to the perception. But the result of the T test shows only feature variable and style/design that separately influence to the perception. </em><em></em></p><p align="justify"><em> </em></p><p><em>Keywords: Product Quality, Features, Style and Design, Consumer Perception</em></p>

STRATEGI MARKETING DALAM UPAYA MENINGKATKAN KEDATANGAN WISATAWAN DI DISTRIK DILI TIMOR LESTE

The importance of the tourism industry in the economy of the country, and to improve the economy of the country of Timor-Leste, this study is trying to implement the appropriate marketing management strategy to increase tourist visits, especially in Dili District. So the formulation of the problem studied in this study is “How is the Marketing Strategy in Efforts to Increase Tourist Arrivals in the Dili District of East Timor and what factors affect the management of tourism in the Dili District of East Timor”. The purpose of this study are (1) To know the marketing strategy in an effort to increase tourist arrivals in the Dili District of East Timor. (2) To know what factors affect the management of tourism in the Dili District of East Timor. Data analysis technique used in this research is descriptive analysis using SWOT analysis approach and marketing mix analysis. Based on the results of the study, it can be concluded that the Marketing Strategy conducted in Dili District of East Timor is emphasized on 7 P that is Product, Price, Place, Promotion, People, Process, Physical Evidence

STUDI KELAYAKAN BISNIS (STUDI KASUS PO. KERUPUK NAYLA) DI KECAMATAN WAY LIMA KABUPATEN PESAWARAN

Abstract PO cracker industry. Nayla Crackers is one of the Small and Medium Industries (IKM) which is engaged in processing fish into fish crackers. This small industry is one of the business of making crackers part of the production process is using modern tools or machines. Nayla cracker industry was established in 2007 by Mr. Sismanto. This business is located in Sediamaju Hamlet Sidodadi Village, District of Way Lima, Pesawaran Regency. The resulting cracker products are marketed to almost all regions in Lampung Province, with the target consumers being the middle to lower class. loan capital from some family side. The company where this research is in running its business has not conducted feasibility analysis especially in terms of financial or financial and marketing aspects to determine the feasibility of investment. Therefore, the results of this study is expected to be a reference for companies in taking decisions regarding the activities and sustainability of the company. The financial feasibility criteria used in this study include four criteria: Net Present Value (NPV), Internal Rate of Return (IRR), Profitability Index (PI) and Payback period (PP). Marketing aspect analysis uses marketing mix analysis and SWOT analysis. Based on the results of the research can be seen that PO. Nayla crackers deserve to continue to run in terms of financial and marketing aspects. From the calculation, the value of Net Present Value (NPV) 226.745.626, Profitability Index (PI) equal to 1.87, Internal Rate of Return (IRR) of 40.47% and Payback period (PP) for 2 years 23 days. From the SWOT analysis it can be seen that several alternative marketing strategies that can be done are to improve the quality and quantity of production to reach wider market, to standardize the products and improve the more modern tools, develop competitive strategy and improve the service to the customers and do the development and innovation cracker products Keywords: Business Feasibility Study, NPV. IRR, PP, PI

The Development of Seaweed at DI PT. Bantimurung Indah Maros Regency

This study aims to know the marketing systems, market shares, sales projection for next 5 years, and marketing prospects of processed seaweed (Semi Refine Carrageenan) at PT. Bantimurung Indah Maros. This study was conducted at PT. Bantimurung Indah Maros located at Dr. Sam Ratulangi Street, Maros Regency, South Sulawesi. This company was one of the branches of Bosowa Group producing processed seaweed. Data collected were processed seaweed production, export realization of processed seaweed, realization of processed seaweed according to types/specification (2003-2007), and industry companies/export-destination countries of processed seaweed at PT. Bantimurung Indah Maros. According to marketing mix analysis of marketing systems of processed seaweed (Semi Refine Carrageenan) of PT. Bantimurung Indah Maros, it was shown that the marketing systems was sales of processed seaweed products (Semi Refine Carrageenan) to industrial companies in the international scale with “Systems Sales” method started by conducting business negotiation with buyer candidates in which it was included the application of all marketing mix variables such as product (sample shipping), price (price offerings), distribution (goods delivery/delivery time) and promotion (local, national and international exhibitions, international seminars and conferences, and internet). According to market shares analysis it was shown that when processed seaweed products (Semi Refine Carrageenan) were converted to dry seaweed (raw material) with sucrose content of 25 %, PT. Bantimurung Indah Maros controlled average market shares of 12, 79% for the last 5 years (2003-2007), and for SRC (TG) products it controlled market shares of 100% in South Sulawesi. According to prediction analysis of processed seaweed exports (Semi Refine Carrageenan) bulk volume (ton) and value (US$) by using Least Squares method it was shown that sales volume averaged -305.41 ton/year with value of US$ -159.548, 8 per year for next 5 years (2008-2012). According to External and Internal Environment analysis (SWOT Analysis it was shown that PT. Bantimurung Indah Maros has much strength, especially in marketing section (company reputation, quality reputation and so on), has many weaknesses (limitations in technology, production facility, and so on), and has many opportunities (prospects of seaweed use, geographical location, and so on).

Decision Making in Reference to Model of Marketing Predictive Analytics – Theory and Practice

Purpose: The objective of this paper is to describe concepts and assumptions of predictive marketing analytics in reference to decision making. In particular, we highlight issues pertaining to the importance of data and the modern approach to data analysis and processing with the purpose of solving real marketing problems that companies encounter in business. Methodology: In this paper authors provide two study cases showing how, and to what extent predictive marketing analytics work can be useful in practice e.g., investigation of the marketing environment. The two cases are based on organizations operating mainly on Web site domain. The fi rst part of this article, begins a discussion with the explanation of a general idea of predictive marketing analytics. The second part runs through opportunities it creates for companies in the process of building strong competitive advantage in the market. The paper article ends with a brief comparison of predictive analytics versus traditional marketing-mix analysis. Findings: Analytics play an extremely important role in the current process of business management based on planning, organizing, implementing and controlling marketing activities. Predictive analytics provides the actual and current picture of the external environment. They also explain what problems are faced with the company in business activities. Analytics tailor marketing solutions to the right time and place at minimum costs. In fact they control the effi ciency and simultaneously increases the effectiveness of the fi rm. Practical implications: Based on the study cases comparing two enterprises carrying business activities in different areas, one can say that predictive analytics has far more been embraces extensively than classical marketing-mix analyses. The predictive approach yields greater speed of data collection and analysis, stronger predictive accuracy, better obtained competitor data, and more transparent models where one can understand the inner working of the model. Originality: Authors describe the importance of analytics which enhance the decisions that the company makes as it executes strategies and plans, so that the company can be more effective and achieve better results. The key factor that enables to execute marketing strategies accurately and build competitive advantage in the future includes predictive modeling. The ability to predict probable futures allows us to shape the future, rather than merely survive whatever it brings.

Book Review: Marketing Mix Analysis with Lotus 1-2-3

Book Review: Marketing Mix Analysis with Lotus 1-2-3

Marketing Mix Analysis with Lotus 1-2-3

Marketing Mix Analysis with Lotus 1-2-3