Enterprise Marketing Strategy Research Articles

FEATURES OF BRAND STRATEGY DEVELOPMENT FOR AGRICULTURAL ENTERPRISES

The article examines the specifics of the development and stages of a brand strategy for agricultural enterprises, the essence and meaning of the concept of “brand strategy” from conceptual point of view, highlights the main development vectors and trends of foreign experience and Ukraine. The purpose of the article is to determine the content and main stages of formation of a brand strategy for agricultural enterprises, structuring elements and its tendency to change in agrarian enterprises. The influence of modern agricultural innovations on the marketing of the brand of agricultural products is analyzed. It has been proven that the development of a brand strategy for agricultural enterprises depends on many factors, namely on a quick response to price fluctuations, the organization of optimal logistics channels for the sale of agricultural products, on a quick response to changes in the main market trends. Modern approaches to the process of developing marketing strategies of agricultural enterprises and methods of marketing strategic analysis are considered. The peculiarities of agribusiness in Ukraine are: lack of long-term vision, market awareness, brand awareness is relatively weak. Brand in the field of production and business areas and not enough attention. In particular, farmers scattered business, a low degree of organization even if the registration of the trademark brand, but also unable to carry out publicity and the corresponding market development, resulting in increased awareness of trademark awareness, can not play the role of the brand. The core of agricultural product brand building is brand quality construction. The implementation of agricultural standardization is the guarantee of agricultural brand. However, compared with foreign developed countries, Ukraine agricultural standardization level is low, the implementation of agricultural standards lag. Many places only focus on standard-setting, and not pay attention to the implementation of standards, production, processing and other links are still conventional production. This caused the quality of agricultural products at different levels, seriously hampered the cultivation and development of well-known agricultural products brand. The main steps of building a brand strategy include defining the target audience, creating a unique offer in the market, a compelling message and an attractive visual identity. When building brand strategies of agricultural enterprises, the principles of uniqueness of product offers and expressive naming should be followed. Conclusions are drawn on the main regarding the effective development and use of brand strategy for agricultural enterprises and product.

FORMATION OF INTERNATIONAL MARKETING STRATEGY FOR DOMESTIC ENTERPRISES IN CONDITIONS OF INCREASED FINANCIAL RISKS

This article explores the process of developing an international marketing strategy for domestic enterprises. In an increasingly globalized business environment, expanding into international markets has become a crucial objective for many companies. The article highlights the importance of strategic planning and market analysis in the formation of an effective international marketing strategy. It emphasizes the need for a comprehensive understanding of target markets, including cultural, economic, and regulatory factors. The article discusses key considerations such as market segmentation, product adaptation, pricing strategies, distribution channels, and promotional activities in the context of international marketing. It also explores the significance of digital marketing tools and emerging technologies in facilitating international expansion. Furthermore, the article addresses the challenges and risks associated with entering foreign markets and provides insights into mitigating strategies. By implementing a well-crafted international marketing strategy, domestic enterprises can enhance their competitiveness, increase market share, and achieve sustainable growth in the global marketplace. The article concludes with practical recommendations and guidelines for domestic enterprises seeking to develop and execute successful international marketing strategies. Overall, this article provides valuable insights and guidance for companies aiming to expand their operations internationally. The article proposes an international marketing strategy for domestic enterprises based on the authors' developed comprehensive indicator of the impact of financial risks on international marketing activities. The scientific novelty of the article lies in the author's suggestion to use the calculated value of the comprehensive indicator for selecting the international marketing strategy for domestic enterprises, which is based on the following groups of indicators: Financial indicators, Market position indicators, Customer satisfaction indicators, Innovation and research indicators, Resource efficiency indicators. This approach allows for a reasoned assessment of the current state of the enterprise and the planning of its future development through the defined international marketing strategy for domestic enterprises.

Critical Discussion on Basic Factors of Marketing Management in Organizations and Responses to Environmentally Concerned Market

A business enterprise marketing strategy of Listening, Understanding, and Adapting to a particular place confirmed its dynamic strategy in business operations. When an enterprise has customer-centric, region-centric and ethno-centric marketing strategies in its enterprising, it is easy to enter marketplace, particularly with huge population, with different ethnics groups and great market potential, with its most product designing fit well in every market, in terms of global markets or customers. Thus, this paper examined the need to manipulate marketing mix, to meet local consumer needs to fit business operations in different part of the world. The paper employed the use of related literature in building the discussion. The paper observed that; product, price, promotion, place, packaging, positioning and patronage, can greatly put an enterprise on track to achieve maximum market share in marketplaces. In addition, an organization may face big challenge in area of environmental influences, in using technology to promote its products, web sides, like email, and you tube, in a place like Nigeria, due to poor nature of electricity. If an enterprise chooses to operates from distant place, using social networking site to link to its consumers. Thus, an enterprise should have compliance policy and tolerance and patience when it comes to environmental issues that can help it to achieve great success in a place.

The role of Digital Marketing as an Online marketing strategy for Micro, Small, and Medium Enterprises (UMKM) based on Islamic Sharia in Teluk Pinang Village, Ciawi District

Digital marketing is a combination of all marketing activities carried out through electronic media and the internet. Some of the digital marketing activities include SEO, SEM, social media marketing, email marketing, content marketing and more. Facebook Instagram with the advent of the Internet in the 1990s, digital marketing has become widespread on the internet through marketplaces or social networks such as Facebook, Tiktok and Instagram. The purpose of this study is to explain the impact of digital marketing and digital marketing expertise, especially with social media access, to increase sales and profits for small and medium enterprises (MSMEs) in Telukpinang Village. The research approach used consisted of a qualitative method using a triangulation model that combined in-depth interviews and observations with the chairman of the Teluk Pinang village MSME Forum, Bunda Wilis Sugiarti, and several MSME stakeholders in the forum discussing the economic situation of MSME stakeholders after the COVID-19 pandemic and several MSME marketing strategies in Teluk Pinang village: based on the results of the study, one of the challenges experienced by some MSME business actors is Product Marketing. After the implementation of extensive social restrictions (PSBB) and community activity restrictions (PPKM) in 2021 is still ongoing, agents are trying various ways to market their products to keep their business running. Therefore, these MSMEs need to be educated about the importance of using digital marketing to improve their marketing system. Thus, MSMEs can expand the scope of their business objectives and show better sales activity. Digital marketing makes it easy for MSME players to provide information, interact directly with consumers, increase understanding of digital marketing strategies, and increase MSME awareness.

Digital branding in the marketing strategy of enterprises

With the development and spread of techno­logy, digital branding is becoming increasingly important, due to consumers mostly interact with brands through the integration of online and off­line platforms. Understanding the origin and impact of current trends on brand building strengthens the position of enterprises in the com­petitive environment and increases brand aware­ness, loyalty of the target audience and, as a result, stimulate sales. Digital branding is an important component of any modern marketing strategy, as it allows brands to provide an omni­channel presence on the market and establish meaningful connections with customers. With the right approach, digital branding can help businesses highlight a unique sales offer among competitors and achieve long-term success. The aim of the study is to determine the prerequisites for the formation and development of digital branding of the enterprise. The study was con­ducted using the methods of theoretical genera­lization, comparative analysis, synthesis and graphic representation. According to the results of the analysis of theoretical approaches, the emergence and development of digital branding was considered, the main stages of its formation were determined. The current trends and pro­spects for the development of digital branding in the future are revealed. The process of influence media planning is graphically depicted, which includes 6 stages: an advertising campaign plan­ning, the identification of promotion channels and influencers, message content, content publication, linking and optimization of existing advertising material, analysis and coordination. The process of targeting and remarketing is presented. The development of digital branding has been driven by technological advances, changes in consumer behaviour, and the evolution of the marketing industry. Since its inception as an e-commerce tool, digital branding has evolved into a complex and multifaceted phenomenon and will continue to play a crucial role in marketing.

Enterprise marketing strategy using big data mining technology combined with XGBoost model in the new economic era.

The technological development in the new economic era has brought challenges to enterprises. Enterprises need to use massive and effective consumption information to provide customers with high-quality customized services. Big data technology has strong mining ability. The relevant theories of computer data mining technology are summarized to optimize the marketing strategy of enterprises. The application of data mining in precision marketing services is analyzed. Extreme Gradient Boosting (XGBoost) has shown strong advantages in machine learning algorithms. In order to help enterprises to analyze customer data quickly and accurately, the characteristics of XGBoost feedback are used to reverse the main factors that can affect customer activation cards, and effective analysis is carried out for these factors. The data obtained from the analysis points out the direction of effective marketing for potential customers to be activated. Finally, the performance of XGBoost is compared with the other three methods. The characteristics that affect the top 7 prediction results are tested for differences. The results show that: (1) the accuracy and recall rate of the proposed model are higher than other algorithms, and the performance is the best. (2) The significance p values of the features included in the test are all less than 0.001. The data shows that there is a very significant difference between the proposed features and the results of activation or not. The contributions of this paper are mainly reflected in two aspects. 1. Four precision marketing strategies based on big data mining are designed to provide scientific support for enterprise decision-making. 2. The improvement of the connection rate and stickiness between enterprises and customers has played a huge driving role in overall customer marketing.

Marketing Strategy Analysis on the Competitive Advantage of Culinary MSMEs in Makassar City

This article analyzes the marketing strategies of culinary Small and Medium Enterprises (SMEs) in Makassar City to maintain a competitive advantage. This study aims to understand effective marketing strategies for increasing the competitiveness of culinary SMEs in the local market. The research method used is qualitative with data collection techniques with data-based mass media, ebooks, journals, and online news portals. The analysis shows that effective marketing strategies include using social media, superior product quality, product differentiation, local promotion, and partnerships with local suppliers. In the face of intense competition, culinary SMEs need to consider these factors to remain the main choice of consumers. This article provides insights and recommendations for other culinary SMEs who want to increase their competitive advantage in Makassar City.

Development of An Enterprise Marketing Strategy

The article discusses the organization's strategic development theory within the competition framework. The authors analyze the activity of the enterprise and develop measures within the framework of its development strategy. The authors note that the strategy is a general, non-detailed plan of any activity, covering a long period, a way to achieve a complex goal, adapting to the changed conditions of existence in the market in the future, the tools of which are still unclear to the manager. According to the authors, the manager is a strategist, and the main goal of his strategy is the effective use of existing resources. At the same time, the article notes that the marketing strategy is a set of long-term decisions about how the company should meet the needs of existing and potential customers using its internal resources and external capabilities; And the purpose of developing the strategy is to determine the main priority areas and proportions of the company's development and then take into account the material sources and market demand for its provision. The article presents the opinions of the authors that the strategy should be aimed at the optimal use of the company's capabilities and avoiding wrong actions that may lead to a decrease in the company's efficiency. Thus, the development of the organization's marketing strategy is an essential need, that is, each company must implement its activities according to the plan. At the end of the article, the authors note that the marketing strategy determines not only the company's development path, but also reflects the struggle with competitors, deliberate separation and isolation from competitors, and the goal of these actions is to occupy leading positions in a given market sector. Keywords: Marketing strategy, strategic planning, competitor analysis.

Marketing Strategy Analysis for Mobile Phone Brands Based on The Marketing Mix

Based on the 4p model, this paper analyzes the marketing strategies of mobile phone enterprises by taking Xiaomi and Apple as examples. The results show that Xiaomi mainly uses low - and medium-end mobile phones, closely connect with users through the network, and maintains its market share through its high-cost performance and high user stickiness. Apple, which focuses on high-end phones, provides users with high-quality services and high positioning to attract high-income groups to buy its products, which can serve as a reference for the marketing strategies of different mobile phone brands.

Research on the Change of Marketing Strategy of Small and Medium-sized Enterprises in the Digital Era

Research on the Change of Marketing Strategy of Small and Medium-sized Enterprises in the Digital Era

Marketing of social networks: the challenge of today

The aim of the article. The purpose of the article is to research social network marketing as a modern element of promotion in the Internet space. Analysis results. The rapid development and digitization of society has caused the transformation of traditional marketing tools and methodologies into new, more effective marketing elements and methods. Social networks as a new space for the presence of consumers have acquired their own characteristics and properties that distinguish them from traditional ones, which is why the very methods of working in the acquired conditions differ from classical ones. Because it is vital for business entities to respond in a timely and competent manner to modern trends and changes in consumer behavior, making social networks an important element of their marketing processes. Marketing activity in social networks has become one of the most effective ways to attract and engage more consumers, however, it remains a fairly new concept and is characterized by constant and dynamic changes, so it is worth investigating the features and trends in the development of social network marketing, their tasks, advantages, disadvantages and opportunities application of social networks in the marketing strategy of enterprises. Today, using social media marketing is the most versatile method of online promotion. The pace of development is so rapid that every year social media become an integral part of the marketing activities of any enterprise. The article discusses the issue of marketing ,as an important component of the modern Internet space. The right choice of Internet marketing strategy and tools is one of the components of marketing. Attention is focused on the use of an effective social media marketing strategy in modern business conditions. Conclusions and directions for further research. The relevance and necessity of using the described type of marketing has been proven, as it contributes to increasing the competitiveness of economic entities in the modern business environment. Therefore, today's business environment requires establishing a strong presence in the Internet space, and the use of an effective social media marketing strategy allows today's market representatives to influence traffic and conversions. Thus, today, social network marketing is becoming a valuable tool that helps to create and develop modern brands, increase consumer confidence and form demand not only on the Internet, but also in traditional markets

Research on the Existing Problems and Optimization Strategies of Nayuki Brand Marketing

In recent years, China’s tea market has been developing continuously. Many local brands have continued to develop, but there is a high degree of industry concentration, and the development of a small number of enterprises is limited. We take Nayuki’s tea as a typical example to analyze the marketing strategies of such enterprises. The problem. At the same time, as the leader of new-style tea brands, Luckin Coffee stands out in the fierce competition in the market. Its innovative marketing strategy can achieve new development and breakthroughs of the brand and bring benefits to more Chinese new-style tea companies. In order to inspire, so the improvement strategy of Nayuki’s tea brand development can be drawn under comparison. This paper adopts the method of literature case study and comparative analysis. Through the analysis, some conclusions are drawn: Nayuki’s tea has good product quality, but its marketing strategy is not perfect. Compared with the Ruixing coffee brand, it has a good marketing strategy. From this, it can be inspired that Nayuki’s tea brand can improve its marketing strategy by expanding sales channels, reducing product prices, increasing product innovation, and strengthening brand co-branding effects.

Analysis of Enterprise Marketing Strategy Optimization from the Perspective of New Media

With the advent of the economic era of “Internet +,” new media has become a new means of enterprise marketing by virtue of its own advantages, including fast communication speed, diversified communication channels, low cost, and novel content. Enterprises should actively integrate into the new media era, constantly improve their cultural soft power and new media marketing ability, build new marketing systems, set up professional new media marketing teams, and further improve their marketing ability; innovate new media marketing content, attract consumers’ attention, and expand the audience group; open up new media marketing channels, carry out diversified marketing, comprehensively enhance their marketing ability, and succeed in the fierce market competition.

Building WOM from Consumer Involvement for Virtual Idols Endorsement

In the era of the meta-universe, virtual idol endorsement is a rising issue in recent years. Some moral and illegal problems can be avoided through virtual idol endorsement. Virtual idol endorsement, can be said to be one of the feasible solutions of brand spokesperson, which is conducive to the development of marketing strategy and sustainable development of enterprises. Fewer studies, however, have been made on clarifying the effect of consumer involvement on words of mouth. The purpose of this study is to sort out the variable relationship in virtual idol endorsement. Data was collected by questionnaire survey and a total of 425 valid samples were received. Findings reveal that consumer involvement has a significant and positive impacts on brand image, brand awareness and words of mouth, which are the three powerful antecedents. Moreover, both brand image and brand awareness are the mediators in the virtual idol endorsement context. Such the product design of an enterprise should think from the consumer orientation was drawn to enterprises.

Research on Social Media Marketing Strategies of Chinese Small and Medium-sized Enterprises in the Post-epidemic Era

This paper investigated how social media marketing strategies may help SMEs in China recover in the post-epidemic era. SMEs are crucial to the economics of China since their development can affect GDP growth. In this paper, a survey and case study are used. It has been found that social media marketing can not only help SMEs to recover in the short-run but also bring long-term benefits to them and help build a steadier relationship between the firms and the customers. However, it also has drawbacks, such as the uncontrollability and unpredictability of markets and barriers to entry. To solve the problems, it is suggested to establish relevant supervision departments and rules, and relevant training programs can also be offered to SMEs. From the microeconomics perspective, this study can provide an idea to all the firms about how to adapt to the current market and use the most suitable marketing strategies at the moment. This paper also helps achieve economic growth and a low unemployment rate from the macroeconomics side.

THE EFFECTS OF LOYALTY CARD ACQUISITION AS A TOOL ON THE MARKETING STRATEGY OF BUSINESS ENTERPRISES IN LAGUNA: IMPROVED CUSTOMER RELATION MANAGEMENT

This study is to determine the effect of loyalty card acquisition as a tool on the marketing strategy of business enterprises in Laguna on improved customer relationship management. The appropriate customer relation management of using loyalty cards by the loyalty customer can guarantee to have an effect on marketing strategy to increase the profit of business enterprises for future use. Descriptive research is to determine the customer relationship management between the holders of medical and retail loyalty cards, as well as the impact of card acquisition as a tool on the marketing strategy of commercial companies in Laguna, are the main goals of this research. The research instruments to gather facts and information include customer interviews, group discussions with the selected customer using the loyalty card, review of documents, and observation. As a result, a lot of people acquired this card because it can be used in many establishments to get discounts and points earned. Customer loves discounts because it can decrease the original price of the product. Giving them discounts is one of many ways to earn your customer loyalty. Thus, the customers are satisfied by having a loyalty card because it can give discounts every time they buy. In order for clients to use loyalty cards properly and efficiently, the study advises business owners to market them to them. The researcher advises students majoring in marketing to utilize this strategy as their preference if they are starting their own company.

DEVELOPMENT OF THE MARKETING STRATEGY OF AGRICULTURAL SECTOR ENTERPRISES ON THE GRAIN MARKETS OF UKRAINE AND THE PEOPLE'S REPUBLIC OF CHINA

DEVELOPMENT OF THE MARKETING STRATEGY OF AGRICULTURAL SECTOR ENTERPRISES ON THE GRAIN MARKETS OF UKRAINE AND THE PEOPLE'S REPUBLIC OF CHINA

Development of an International Marketing Strategy for Domestic Enterprises During a State of War

This article aims to address the critical topic of developing an international marketing strategy for domestic enterprises during a state of war. The study examines the implications of such conditions for marketing activities and offers insights into how domestic firms can navigate international markets amidst challenges arising from war and geopolitical tensions. This research combines an extensive review of the literature with a systematic methodology for developing international marketing strategies. The methodology involves identifying key factors influencing financial risk, assigning appropriate weighting coefficients, evaluating individual indicators, and calculating a comprehensive indicator. This comprehensive approach enables enterprises to understand their financial standing and make informed decisions to navigate challenges during times of war. The study highlights the significant challenges that domestic enterprises face during a state of war, disrupting economic stability, altering market dynamics, and introducing unprecedented financial risks. Comprehensive calculations of the indicators reveal the different effects of financial riskon international marketing activities, which vary across indicator categories and years. The methodology provides valuable insights into developing optimal international marketing strategies based on the changing dynamics of financial risk. This research fills a gap in the literature by focusing on developing international marketing strategies specifically tailored to the unique circumstances of domestic enterprises during times of conflict. The systematic methodology for calculating comprehensive indicators and deriving strategies adds a novel dimension to the existing research on international marketing strategies. This study offers practical recommendations for domestic enterprises operating in regions affected by a state of war. The identified strategies, such as price leadership, market diversification, collaboration with local partners, retaining customer bases, and enhancing online sales, provide actionable insights for businesses seeking to maintain competitiveness and thrive in international markets.

ВЕКТОРИ ОПТИМІЗАЦІЇ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВ ТУРИСТИЧНОЇ ГАЛУЗІ (НА ПРИКЛАДІ ТУРИСТИЧНОЇ АГЕНЦІЇ «О-ТУР»)

The article explores the actual problems of the marketing strategy of enterprises in the tourism industry and suggests ways to improve it on the example of the travel agency «O-Tour» (Ivano-Frankivsk, Ukraine), including: improvement of advertising activities through a comprehensive advertising campaigns, differentiation of pricing strategies, coverage of new niches in the domestic tourism market in the region, activation of communication on the Internet, developmen tof a website for greater visualization of services and its SEO-optimization. Trave lagency «O-Tour» monitors changes in the tourist market, studies the activities of competing companies and constantly expands the range of tourist services in order to meet the needs of existing and attract new customers, increase profits and the image of the company. A quality product policy and constant updating of the assortment is a key task in the activity of a travel agency. The marketing strategy of a tourist enterprise involves a number of marketing measures to promote its services to the market, including also definition of goals, planning of marketing measures, analysis, monitoring. Marketing strategy includes strategies for target markets, the marketing mix, as well as for the level of marketing expenses. Ananalysis of the price policy of the travel agency and its competitors was carried out, that showed the ability of the travel agency to cover most segments of the tourist market, regardless of their financial status. SWOT-analysis and PEST-analysis were used to assess potential problems and prospective areas of activity, which made it possible to propose ways to optimize marketing activities. It is also necessary to strengthen the position on the market of tourist services thanks to a clear marketing strategy, the correct way of forming goals, the introduction of the latest systems and technologies in the management process. Thus, the determination of the company’s strengths and weaknesses, opportunities and threats, the reflection of the influence of such factors as politics, economy, society and technology are elements of strategic planning.

СУЧАСНІ ІНСТРУМЕНТИ ЦИФРОВОГО МАРКЕТИНГУ

The article examines the need to use non-traditional digital marketing tools to develop an enterprise's marketing strategy. It has been proved that over the last decade the focus is on the latest technologies and types of marketing, which in their appearance are obliged to the innovative progress to which digital marketing is concerned. It was also proved that the main channels of digital marketing include Content Marketing, Email, Social Media (SM), Organic Search, paid Search, Display Ads, Mobil. Digital marketing has a greater advantage than Internet marketing, particularly by spreading its messages, considering the possibility of channel selection depending on the goals, functions of the message and the budget. It has been proved that traditional (classic) digital marketing tools include: Creation of own WEB-site, distribution of information through social networks, e-mail-mailing, webinars, blogs, banner advertising, contextual advertising, games, quads, surveys, interactive leaflets, complementary reality, video services, interactive surfaces, pictures, sounds, animations, etc. Key non-traditional digital marketing tools were identified, including: internet things (IoT), virtual reality (VR), complementary reality (AR), personalization, visualization, face recognition, etc. It is well-founded that these innovative technologies allow brands to provide fascinating experience of purchases and encourage customers to look, interact, personalize and evaluate products even before purchase, increasing channel conversion. It is confirmed that modern digital marketing is a constant bilateral dialog with each consumer, which allows to optimize interaction in an on-line mode, and digital tools help to build a clear marketing strategy implementation plan aimed at stimulating transformation through social media, content and blog strategies, all digital marketing tools. It is proved that the development of digital marketing strategies should focus on non-traditional tools.