Marketing Plan Research Articles

Analisis Pengaruh Penerapan Strategi Bauran Pemasaran terhadap Keputusan Pembelian pada UMKM Serba Nanas Alam Sari Subang Jawa Barat

UMKM One of the producers in Subang offering processed pineapples is Serba Nanas Alam Sari. Processed pineapple sales are erratic. Businesses must create a strong marketing mix strategy in order to overcome consumer preferences and market rivalry. The purpose of this study is to examine how purchase decisions at Serba Nanas Alam Sari UMKM in Subang, West Java, are affected by the application of a marketing mix approach. In order to collect data for this study, 100 UMKM customers were given questionnaires. Mixed methods were used in this research. The techniques employed for gathering data included surveys, interviews, documentation, and observation. A Likert scale is used for variable measurement, and MSI is used to alter it. Multiple linear regression data analysis was used to ascertain the impact of place, promotion, price, and product variables on consumer purchase decisions. The study's findings indicate that the significant value is less than 0.05, indicating that purchase decisions are influenced by product, price, place, and promotion all at the same time. With a result of 1,042, the product variable has the biggest impact. This is due to the product's variety, good taste, and guaranteed product quality. The variables that affect promotion, pricing, and location are next in line. Based on the study's findings, Serba Nanas Alam Sari UMKM can benefit from an efficient marketing plan that combines quality products, competitive pricing, effective distribution, and eye-catching promotions to influence more customers' purchases.

Accuracy and robustness of a plant-level cabbage yield prediction system generated by assimilating UAV-based remote sensing data into a crop simulation model

AbstractIn-season crop growth and yield prediction at high spatial resolution are essential for informing decision-making for precise crop management, logistics and market planning in horticultural crop production. This research aimed to establish a plant-level cabbage yield prediction system by assimilating the leaf area index (LAI) estimated from UAV imagery and a segmentation model into a crop simulation model, the WOrld FOod STudies (WOFOST). The data assimilation approach was applied for one cultivar in five fields and for another cultivar in three fields to assess the yield prediction accuracy and robustness. The results showed that the root mean square error (RMSE) in the prediction of cabbage yield ranged from 1,314 to 2,532 kg ha–1 (15.8–30.9% of the relative RMSE). Parameter optimisation via data assimilation revealed that the reduction factor in the gross assimilation rate was consistently attributed to a primary yield-limiting factor. This research further explored the effect of reducing the number of LAI observations on the data assimilation performance. The RMSE of yield was only 107 kg ha–1 higher in the four LAI observations obtained from the early to mid-growing season than for the nine LAI observations over the entire growing season for cultivar ‘TCA 422’. These results highlighted the great possibility of assimilating UAV-derived LAI data into crop simulation models for plant-level cabbage yield prediction even with LAI observations only in the early and mid-growing seasons.

Examining the Impact of Social Media Marketing on Consumer Purchase Intentions: Insights from Content, Influencer, and User-Generated Content Strategies

How social media affect the customers behavior plays an essential role for enterprise who aiming to thrive in a competitive market under the rapid digital platforms development and increasing amount of time people spend online. Social media platforms are the main source of information, entertainment and interaction, as well as the significant tool of marketing and customer engagement. The article emphasizes multiple influences of social media to customer determination through analyzing content, influencer and user generated content (UGC) marketing. Content marketing involves generating valuable and pertinent information to engage and sustain a specifically targeted audience, whereas influencer marketing utilizes the influence and credibility of prominent figures to endorse products and brands. UGC, on the other hand, provides authentic, peer-driven content that resonates with potential customers. These strategies comprehensively enhance the brand reputation, emotional resonance and consumer trust to drive purchase decisions and facilitate success. The study reveals that effective social media tactics can improve customer engagement and credibility, further increase the purchase intention, and conversation. These findings underscore the importance of integrating comprehensive social media strategies into marketing plans to positively influence consumer behavior and achieve business objectives.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Stakeholders engagement model- Social Marketing strategies to improve students’ eating behaviour

Abstract Previous studies have adopted the social marketing framework to investigate change behaviours towards healthier eating habits. However, despite the unequivocal link between Mediterranean Diet and healthy eating, the adoption of social marketing strategies to foster the adherence to such food pattern, remains unexplored, particularly in the context of HEIs. One research goal was to develop a stakeholder engagement model, in order to better craft social marketing strategies aligned with stakeholders’ needs. Hence, as different stakeholders call for different engagement designs, we consider that crossing the Social Marketing Framework with the Stakeholder Engagement Model, provides a solid basis to understand how to engage key stakeholders in the implementation of a program aimed at changing and influencing healthier eating habits aligned with the Mediterranean Diet within public HEIs canteens. Behavioural change in such contexts, demands a systemic and holistic approach, able to engage a diverse range of stakeholders, beyond those whose behaviour is expected to change. Social Marketing provides a strategic framework to promote behavioural change towards collective welfare. In the specific context of public health interventions towards healthier eating habits, this framework has been particularly useful. Hence, in-depth understanding on which stakeholders need to be involved in the social marketing process and at what stages, may yield insights into why some interventions change behaviour and why others do not. Findings revealed that it is not enough to create a single stakeholder engagement model throughout the social marketing plan in a more global perspective, as if one solution fits all. This study highlights the importance of designing glocal social marketing strategies, embedding glocal models of stakeholder engagement: standardizing the tools and practices that are possible and adapting what is necessary so that it has success in different national realities

Xiaomi: An Analysis of Market Strategy under the High Cost-Performance Ratio

Abstract: Xiaomi Corporation, which was established in 2010 in Beijing, is well-known for its smartphones along with other smart hardware as well as IoT devices. It is the second-largest manufacturer of smartphones in the world, behind Samsung, with a market share of about 12%, most of which run on the MIUI (now HyperOS) operating system. It mainly focuses on providing products that are of excellent quality and performance but still maintain affordability which attracts customers from around the world. This research delves into Xiaomi's adaptive marketing tactics as a reaction to evolving market dynamics and changing consumer demands, and examines Xiaomis market plan by looking at three clear instances. The first is how Xiaomi keeps its strong position in the smartphone market by bringing out improved models every year with a steady price tag. This helps to maintain their image of being very good value for money. Second, the choice of the company to put $300,000 for three years into remaking its logo with Japanese designer Kenya Hara. This highlights how redesigning has a strategic effect on brand image and worldwide identification. Thirdly, this study talks about Xiaomis start in the car industry when it introduced the first car model called Xiaomi SU7 in month April. It shows a major shift from making only smartphones to also producing electric cars.

Consumer-Oriented Marketing Strategy of Chinese Domestic Otome Games: A Case Study of Love and Deepspace

Abstract: Otome games, story-based romance video games targeting women, originated in Japan in the late 1990s and have since gained popularity all around the world. This paper investigates the rise of Chinese domestic otome games, focusing on Love and Deepspace, a burgeoning and competitive title. The study analyzes its marketing strategy using the 4P model and examines the game's reflection on consumer behavior. The findings show that Love and Deepspace has innovated marketing approaches within the otome game industry, leveraging 3D modeling as the core of its product and price strategies and employing consumer-centric promotion strategies globally. As a conclusion, the paper states that understanding target consumers preferences is vital for future market planning. The research uses Love and Deepspaces success as an example to highlight the significant business value of domestic otome games and provide insights for companies to refine their strategies in this growing market.

Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation

Purpose To thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right capabilities to effectively drive brand performance remains a key challenge for SMEs. This study aims to explore how marketing capabilities affect brand orientation and performance. Specifically, the study considered the mediating impact of value cocreation and the moderating effect of innovation capabilities on the association between brand orientation and performance. Design/methodology/approach The population of interest included SMEs exporting food and agricultural products. A sample of 296 managers and export executives completed the questionnaire. Structural equation modeling (SEM) using Smart PLS3 was applied to analyze the data. Findings The findings revealed that export market planning capabilities positively affect brand orientation, but the impact of marketing information capabilities on brand orientation was not supported. The results showed that brand orientation was directly and indirectly associated with brand performance through the mediating effect of value cocreation, and that innovation capability adversely moderated the relationship between brand orientation and performance. Research limitations/implications This research focused only on two primary internal marketing capabilities affecting brand orientation, i.e. market information and product planning capabilities. Practical implications Explaining why some international SMEs adopt brand orientation activities, the results may help international firms increase their brand performance by emphasizing their marketing capabilities and creating covalue with their customers. Originality/value This research expands the existing knowledge of branding in international markets.

Linking Destination Image and Event Quality with Tourist Satisfaction to Increase Tourism Loyalty in Sampang Regency

The purpose of this study is to examine the structural relationship between destination image, event quality, tourist satisfaction, and tourist loyalty in the context of Madurese cultural arts performances in Sampang Regency, especially those held at Lon-Malang Beach, Toroan Beach and Camplong Beach. The proposed structural model relationship between variables was tested using structural equation modeling with data from 190 respondents utilizing the bootstrapping method. The study findings show a direct correlation between event quality and destination image with the level of tourist satisfaction during their visit to tourist loyalty. There is evidence that tourist satisfaction fully mediates the relationship between destination image and tourist loyalty. This study emphasizes the importance of including event quality in the tourism destination model, and shows that events such as Madurese cultural arts performances are an integral part of a marketing plan aimed at improving destination image, tourist satisfaction, and tourist loyalty.

«Зелёный» маркетинг как инструмент создания устойчивого конкурентного преимущества компании

The article is devoted to the study of the concept of “green” marketing, the need to change marketing tools in accordance with the principles of sustainable development in the marketing plan of companies. The article discusses the formation of environmental marketing strategies and changes in the marketing mix (4Ps) in accordance with these strategies. In addition, it analyzes the possibilities and benefits of introducing environmental marketing tools in companies for creating a sustainable competitive advantage.

PECULIARITIES OF MARKETING AND BRANDING IN THE CONFECTIONERY AND CAFE INDUSTRY

The purpose of this article is to determine the essence and theoretical features of marketing and branding in the confectionery and cafe industry, as well as the challenges associated with marketing activities in these establishments. The main research methods used in the article include induction, synthesis, analysis, comparison, and generalization. The specific features of marketing activities in confectioneries and cafes have been identified. The impact of marketing efforts on service delivery in these establishments has been studied. Key problems arising from marketing activities and brand promotion in confectioneries and cafes have been identified. Various tools used in marketing efforts within this industry, which constitute the marketing mix or marketing complex, have been explored. The peculiarities of developing a marketing plan for confectioneries and cafes using the “5R+1C” integrated marketing model, and elements of the marketing mix specific to the food industry, are discussed. The ecosystem of the internet marketing strategy for confectioneries and cafes is outlined. The necessity for increasing social media activity (SMM) and enhancing market recognition, as well as developing a user-friendly website with online table reservations and sweet order functionalities, has been emphasized. Directions for optimizing the digital strategy effectiveness for confectioneries and cafes, focused on improving brand recognition among target audiences, are proposed. Factors influencing the selection of Google’s contextual media network for the promotion of confectioneries and cafes are outlined. The required changes for social media pages and websites to enhance brand promotion are discussed. International experiences regarding the efficacy of business tools in the food industry, incorporating marketing concepts, are also explored. The main idea of advertising campaigns, centered around creating favorable conditions for customer purchases and replicating the brand’s style in every part of the establishment, is reviewed. The specifics of consumer loyalty, shaped by the brand’s appearance, communication, establishment design, and available offerings, are also examined.

Approaches to Modelling Marketing Strategies in E-Commerce

Introduction. Increasing the efficiency of business activities requires developing a marketing strategy using e-commerce to attract a wide range of customers and maximise the company's income. The key marketing metric for most companies is the customer lifetime value indicator, which is why studying approaches to forecasting this indicator in e-commerce requires special attention, considering the changing business operation environment. Aim and tasks. The study aims to develop approaches to modelling the marketing strategy of e-commerce enterprises. The tasks are a comparative characterisation of modern marketing planning tools and an empirical analysis of the possibilities of using the BG/NBD model for marketing planning in e-commerce companies, considering the need to implement scenario marketing planning in unstable conditions. Results. A comparison of the characteristics of the main marketing planning tools was conducted according to features such as content and focus, functional purpose, and planning period, which allows more purposeful use of these tools to solve specific tasks. In order to automatically obtain the required data format for modelling, a Visual Basic program was developed, a forecast of customer behaviour was built, and an indicator of customer transactions was determined for further calculation of customer lifetime value (CLV). During the simulation, four parameters of the BG/NBD model were evaluated, and the maximum value of the logarithmic likelihood function equal to 14460.54 was obtained. The expected number of transactions (forecast time = 26 weeks) was determined for each client from the database. After calculations the information was received, the selected client will make 2.35 transactions during the forecast period of 55-80 weeks. The recommended algorithm for using the BG/NBD model as part of a scenario approach for forecasting the cost of the customer's life cycle allows for more flexible forecasting of digital business revenues and building an optimal marketing strategy. Conclusions. An empirical study of the possibilities of using the BG/NBD model for marketing planning in e-commerce companies showed that, for the simulation of indicators that affect a company's marketing strategy, it is crucial at the initial stage to convert the database of customer purchases into the input format required for modelling. Using a scenario approach allows e-commerce enterprises to carry out variable marketing planning and reduce risks under growing uncertainty. A well-designed marketing strategy that can be adapted to different business development scenarios enables an e-commerce company to increase its sales.

Descriptive Analysis Of K-Means and Apriori Methods To Find Promotion Strategies For University Bhayangkara.

The increasing number of higher education institutions in Indonesia has intensified competition between universities. Universitas Bhayangkara Jakarta Raya (Ubhara Jaya) must develop an effective marketing plan to stand out. This study used segmentation and associative analysis on 2023 student enrolment data. The Apriori algorithm identified patterns in student preferences for study programmes, while the K-Means method categorized students based on demographics and family income. Three income-based clusters were identified: C0 ‘Already stable’ (IDR 1,000,000 - 2,500,000), C1 ‘Focus on promotion strategy’ (IDR 20,000,000), and C2 ‘Maximise promotion again’ (IDR 5,000,000 - 10,000,000). The Davies-Bouldin Index (DBI) indicated k=5 as the optimal cluster number, but k=3 was adequate with a minimal score difference. The most popular programmes were Communication Science and Management, with high support and confidence values. This data helps Ubhara Jaya manage study programme demand and room availability. Combining K-Means and Apriori algorithms is expected to enhance data segmentation[1] and support effective marketing strategies, aiding strategic decisions in higher education marketing.

A photo-based analysis of the meaning of road cycling experiences in Thailand

ABSTRACT In Thailand, a region dominated by automobiles, there has been a growing movement to promote cycling tourism for regional development. For the future development of cycling tourism in Thailand, which is still in its early stages, it is crucial to clarify the current situation of road cyclists to assist with strategic marketing and infrastructure planning. Clarifying the cultural meanings of cycling, such as who cycles with what social meanings, is essential for policy development. This study investigates the meaning of cycling by exploring the experiences of road cyclists in Thailand through the eyes of the road cyclist. The study participants (n = 16) were selected from the road cycling group comprising serious leisure cyclists in Thailand who engage in cycling for fitness and recreational purposes. A volunteer employed photography data collection method, and an inductive thematic analysis were used. Through inductive analysis, eight themes emerged: identity, well-being, community, landscape, health, exploration, achievement and lifestyle. While these elements of the cycling experience are consistent with findings from research in other countries, this study highlights the culturally unique, socially constructed nature of cycling in Thailand. It underscored a unique series of management challenges.

Exploring the Disruptive Digital Technologies (DDTs)in the Metro Manila Hotel Industry Towards an Expanded Business Market Plan

This study integrates disruptive digital technologies into your existing marketing plan, propelling your campaigns to exploring the innovative digital technologies in the Metro Manila Hotel Industry towards an expanded business market plan. Digital technologies encompass a vast array of tools and techniques that leverage advancements in artificial intelligence (AI), machine learning (ML), and data analytics. The organizations reconnect and redesign digital technologies; acquire new skills to innovate, learn, and reshape to progress digital technologies, while digital technologies change the classification of knowledge for productive and innovative projects. The objective of this study is to know the marketing demographics profile such as age, geographic location, educational level, occupation and income that will utilize information that's easily accessible in innovative digital technology; to explore the innovative digital technologies of e-commerce that being used or implemented in the Metro Manila hotel industry, such as: Artificial intelligence (AI), Virtual reality (VR), Blockchain, Internet of Things (IoT) and Hybrid or electric vehicles to use as shuttle or service vehicles; to study the impact on the innovative technologies in the hotel operations; to create market plan can be proposed in the hotel industry using innovative digital technologie; the difference of innovative digital technologies in today's global industry; and the correlation of exploring innovative digital technologies in the Metro Manila hotel industry towards an expanded business market plan. To be specific, innovative digital technologies have the potential to transform the hotel industry.

Marketing Activities as a Factor of Health Facility Stability

Background. Marketing is one of the most difficult tasks in the healthcare business, because it requires a deep understanding of both the specifics of medical services and consumer expectations. Marketing strat-egies should be carefully planned and adapted to the unique characteristics of the industry, as consumers expect to receive a wide range of high-quality medical services. The specifics of the healthcare sector and the ethical, legal, and operational issues hinder the use of marketing tools. At the same time, successful medical marketing depends on the use of advanced tools and the constant monitoring of their effectiveness. Purpose. To consider the main factors of marketing strategy and plan development in healthcare and to offer practical recommendations for successfully promoting medical services.Materials and methods. The authors used general scientific research methods. The data from scientific peer-reviewed journals and analytical reports were synthesized and analyzed. The research materials on the management and development of marketing activities in healthcare organizations and the impact of market-ing activities on the effectiveness, stability, and sustainability of the subjects of the medical services market were analyzed.Results. The marketing of medical services includes a wide range of advanced tools and practices that con-stantly require attention and performance monitoring. Healthcare is an extremely complicated industry with features directly related to the development of effective marketing strategy and plan.

Bongo Religious Tourism Village Marketing Management Model Design, Gorontalo Province

Bongo Religious Tourism Village in Batudaa Pantai District, Gorontalo Regency, and Gorontalo Province are the sites of this research, which seeks to identify marketing techniques for the development of tourist villages in these areas. Interviews, participant observation, and written records were all part of the descriptive qualitative methodology used in this study. Starting with a SWOT analysis (strengths, weaknesses, opportunities, and threats), the study findings divide the marketing plan into many phases. Research to compile a review of marketing initiatives that have been implemented via prior studies. In the second stage, we will establish clear and measurable objectives for the Bongo Religious Tourism Village's marketing campaign. In the third and final stage, known as strategic planning, we take stock of our present and future cultural values, identify areas with the most promise for growth, and work to improve our mechanisms of cooperation, communication, and advocacy.

Decoding Millenial Preferences for M-Health App Features: Strategic Insights for Marketers

Utilizing user satisfaction as a mediating variable, this study attempts to investigate how the Unified Theory of Acceptance and Use of Technology (UTAUT) model affects millennial generation preferences for utilizing mobile health applications (m-health) and what it means for marketing tactics. Four primary UTAUT constructs—performance expectancy, effort expectancy, social influence, and facilitating conditions—are incorporated into this study methodology. For this study, 200 members of the millennial generation participated in a survey. Path analysis techniques were employed in the data analysis to examine the correlation between the variables in the study model. The analysis's conclusions demonstrate that, both directly and through the mediation of user satisfaction, the UTAUT variable significantly influences users' preferences for utilizing m-health applications. This research also highlights the significance of user happiness in influencing preferences. Marketers can utilize this information to inform the development of more successful marketing plans aimed at encouraging the millennial age to adopt mhealth apps. The results have practical significance for marketers creating more engaging and relevant marketing campaigns, as well as for m-health app developers and healthcare providers creating tactics that boost millennials' happiness and user uptake.

Exploring the Association Between Knowledge Management and Innovation Capability in R&D Centers

Businesses striving to survive in today's highly competitive market conditions are continuously trying to utilize innovation related strategies to sustain their position and competitiveness. Knowledge management, on the other hand, has been shown to have a significant influence on the innovation capability of the organization. Thus, the aim of this study is to examine the relationship between knowledge management practices and innovation capability in research and development (R&D) centers operating in Istanbul and Kocaeli / Turkiye through an empirical study. The data used in the study was collected from the managers of R&D centers using a web-based questionnaire, as well as face-to-face meetings. A complete census method was used as the sampling technique, and 220 R&D center managers in the region were contacted. Among the managers contacted, only 182 managers provided data and were included in the study. Multiple hierarchical regression analysis was used to analyze the data obtained. As a result of the analyses, it is found that the knowledge acquisition dimension has a significant positive relationship with the learning capability, production capability, marketing capability and strategic planning capability. In addition, the results revealed that storing and sharing knowledge have significant and positive relationship with production capability, and transforming knowledge has a significant and positive relationship with both marketing and organizational capability. In particular, it is concluded that knowledge acquisition and sharing are important in terms of learning, production, marketing and strategic planning dimensions of innovation capability specifically in R&D centers.

Strategic Process of Mergers and Acquisitions Market Plans

Merger and acquisition activity in India is booming, the percentage of cross-border transactionshas risen significantly. Flow of FDI’s is greatly encouraged with enactment of new laws and tweaking ofexisting policies. In the IT sector phenomenal growth of cross-border transactions is recorded. Foreignonline firms are focusing on companies in the digital space to gain access to skilled talent and aburgeoning market. However there are factors that need to be ascertained in order to fine-tune theecosystem to be more attractive to the investor community. What emerges from these facts is that thecountry’s regulatory regime has to be thoroughly reviewed in order to devise measures to fine-tune itoptimally for the growth and prosperity of the country’s IT sector. The two biggest obstacles in the wayof completing a merger or an amalgamation remains the often long drawn procedure required for thesanction of a scheme of arrangement and achieving a culture synergy between the combining entities.