Strategic Marketing Planning Research Articles

دور التخطيط الاستراتيجي للتسويق في تعزيز الأداء التسويقي/دراسة استطلاعية لاراء عينة من الموظفين في عدد من مصارف مدينة دهوك

يهدف البحث الى دراسة التخطـيط الاستراتيجي للتسويق ودوره في تحقـيق الاداء التسويقي في عدد من المنظمات المصرفية بمدينة دهوك ، وتم وضع مخطط فرضي يأخذ في الاعتبـار اتجاه العـلاقة بـين المتغيرين، وتحقيقا لهدف البحـث واكمال متطلباته باشرت الباحثة بأعداد اطار نظري بالاستفادة من ادبيات الموضوع ، واعتمد البحث المنهج الوصفي التحليلي ، وتم استخدام الاستبانة لاستطلاع اراء عينة البحث ، والمكونة من الموظفين والـذين بـلغ عددهم ( 50 ) موظفاً، وباستخدام بعض الإساليب الاحصـائية تم تحـليل النتائج واختبار الفرضيات ، تمثلت أهم الاستنتاجات بأهتمام المنظمات المصرفية بالتخطيط الاستراتيجي للتسويق ، والأداء التسويقي، وتـوصل البحث الى مجموعة من المقترحات من أهمها ضرورة تعزيز الاهتمام بالمتغيرات المستقلة لكـونها تؤدي الى تحقيق المتغير المعتمد.

Menelisik Strategi Pemasaran Rumah Sakit Menggunakan Market Based-Management

ABSTRACTThis research is aimed to develop a strategic marketing plan for a Heart & Cardiovascular Hospital in Jakarta coded Hospital XYZ. The strategic framework in this study is using market-based management concept which is rarely used in the healthcare business development. Mix method analysis are implemented in this study which combining the survey, interview, field observation, and documents review in the process of data collection method. Results show that in marketing attractiveness index, the market of cardiovascular healthcare system is attractive with score 61.5, meanwhile the competitive position of the Hospital XYZ is 59.8. The portfolio matrix which is implemented shows that offensive strategy is more suitable for the strategic marketing plan of the hospital for the upcoming years. There are two alternatives of offensive strategy which are ‘Growth Market Share’ strategy and ‘Expand Market Demand’ Strategy. Those strategies could be implemented by improving the quality of sales force, initiating the Corporate and Marketing Communication, and also expanding to B2B market by forcing Push and Pull Communication Strategy.

ORGANIZATION CHARACTERISTICS: CAN THEY INFLUENCE THE CONSTRUCTION INNOVATION?

Heavy constructions are increasingly becoming more complicated, demanding increased innovative methods, and greater technological advancement. The complexity of the industry, generally has been described as multi-faceted and highly fragmented with significant problems such as communication breakdown, conflicts, and disputes. The lack of organization characteristics can apparently limit the effort of the construction industries to adopt the technology and innovation. Hence, this paper aims to investigate to the influence of organization characteristics namely construction type, presence of trade unions, and professional and trade association affiliation towards the construction innovation. In order to achieve the research objectives, mail surveys have been conducted among the construction companies in Malaysia. A total of 703 questionnaire surveys were mailed to randomly selected construction companies that operating in Malaysia and registered as G7 contractor with CIDB. The number of returned usable surveys totaled 383, yielding an effective response rate of 54.4%. All the organizational characteristics proposed have been found to be positively correlated with construction innovation. Apart from suggesting the direction of future construction industry study, this paper is valuable in providing insights for the contractors in implementing innovative construction technologies that can be used to devise strategic marketing plans and ultimately for enjoyment of competitive advantages.

Social Media Marketing in Trinidad and Tobago

The objective of this research was to examine the utilization of social media by SMEs as a marketing tool in Trinidad and Tobago. A review of the literature in the field was undertaken on themes such as social media marketing, the value of social media for SMEs, and the challenges to implementing social media campaigns. The empirical process consisted of 35 qualitative semi-structured interviews with SMEs throughout Trinidad and Tobago to examine the experiences and impact of their social media strategies. The participants had businesses in sectors such as food and beverage, clothing, health and wellness, and sporting goods. The study concluded by giving recommendations such as developing a formal system to manage social media performance, conducting a due diligence before social media channel selection, embarking on and developing a strategic marketing plan for SMEs when the decision has been made to incorporate the tools of social media as a significant marketing channel.

Changing the sport product: marketing implications for championship rugby league clubs in the United Kingdom

ABSTRACT Purpose: Professional sports teams and leagues operate in a crowded market, thus, occasionally change league structures to remain competitive in the marketplace. However, the implications of such changes on strategic marketing planning is seldom explored. Design: Semi-structured interviews with 11 second-tier Rugby Football League (RFL) club executives and 1 national governing body executive. Findings: Very few clubs had a marketing strategy, therefore, engaged in very little strategic marketing planning. Furthermore, the main barriers were resource and skills, and, organisation and leadership. Practical Implications: The RFL need to concentrate on making sustainable shared resources which develop capabilities. For example, developing a standardised yet mouldable strategic marketing package would reduce the financial and knowledge resource barriers. Research Contribution: d This paper makes theoretical contribution to sport management, specifically barriers to strategic marketing practices within professional sports organisations. It also brings lower-tier professional sport clubs into focus, which are often overlooked.

Top Purchase Intention Priorities of Vietnamese Low Cost Carrier Passengers: Expectations and Satisfaction

This study investigates whether service quality, customer expectation, perceived value, and customer satisfaction have significantly positive impacts on purchase intention in the Vietnam’s low cost carrier (LCC) industry. The mediating role of customer satisfaction is also examined. Some of our findings are consistent with the literature, related to both LCCs and full service industries, to confirm that customer expectations directly affect satisfaction. However, different from the literature related to full service industry, our results conclude no significant influences of perceived value and service quality on customer satisfaction and purchase intention, inferring that budget air’s passengers purchasing is not due to its good service quality or perceived value, but because their expectations are met. Our findings also suggest that customer satisfaction can fully mediate the positive relationship between customer expectation and purchase intention. Purchase intention of air passengers could thus be explained through the pathway in which customer satisfaction plays the role of a mediating variable in the relationship between customer expectation and purchase intention. This study not only enriches the existing literature, but also provides a valuable assistance and guidance to LCCs for their strategic marketing plans and business improvement.

Стратегічне маркетингове планування в туризмі

Розглянуто роль маркетингу під час розроблення та виконання стратегічного бізнес-плану організації, висвітлено структуру типового бізнес-плану туристичного підприємства, акцентовано увагу на головних вимогах до бізнес-планування. За умов глобалізації та креативізації економіки, гіперконкуренції й глибоких метаморфоз, які відбуваються у сутності та змісті бізнесу, стає очевидним, що важливим чинником успішного функціонування сучасної туристичної організації є її забезпечення адекватною системою стратегічного маркетингового планування. Відтак охарактеризовано процес формування стратегії маркетингу у туристичному бізнесі та його етапи. Обґрунтовано доцільність застосування у туристичному бізнесі маркетингової моделі розроблення та просування туристичного продукту "7Р". Відповідно до цього вважається, що якісний туристичний продукт розробляється на основі досліджень попиту споживачів, пропонується у потрібному місці, адресно скеровується конкретним сегментам споживачів, за привабливими цінами, грамотно та професійно видається на ринку туристичних послуг та реалізується з якісним обслуговуванням. Цього можна досягти завдяки чіткій та послідовній стратегічній програмі маркетингу. Стратегічна програма маркетингу туристичного підприємства насамперед повинна відображати попит та конкурентну ситуацію на ринку й описувати негайні заходи на випадок їх зміни. Професійно розроблена стратегія маркетингу дає змогу туристичним компаніям протидіяти різним впливам зовнішнього середовища у довготерміновому періоді. Відповідно до цього виокремлено принципи формування стратегії маркетингу туристичної компанії. Вивчено можливості збільшення прибутковості туристичної компанії у контексті реалізації стратегії маркетингового планування. Визначено значення позиціювання туристичного продукту на ринку туристичних послуг під час формування стратегії маркетингу в туризмі. Запропоновано дієві методи контролю реалізації упровадженої стратегії. Визначено перспективні шляхи подальших наукових досліджень у цьому напрямі.

Diseño de un plan estratégico de marketing en el cantón Ambato, Ecuador.

La investigación se enfoca en realizar un plan estratégico de marketing para el posicionamiento del cantón Ambato como destino turístico a nivel nacional, para mejorar las condiciones económicas de la ciudad, siendo el turismo un sector que puede aportar a la solución del problema. El objetivo fue el diseño de un plan estratégico de marketing para el posicionamiento del cantón mediante acciones que conviertan a la ciudad en destino turístico a nivel nacional; por lo que es necesario realizar un estudio teórico de los componentes de un plan estratégico de marketing, un diagnóstico de la situación actual de la actividad turística y el posicionamiento del cantón a turistas nacionales para estructurar el plan estratégico de marketing eficaz.

Plan Estratégico de Marketing para la Empresa Litargmode del Cantón Gualaceo provincia del Azuay – Ecuador

El presente artículo consiste en desarrollar un Plan Estratégico de Marketing para el posicionamiento e incremento de participación en el mercado de la empresa LITARGMODE, ubicada en la Ciudad de Gualaceo, Provincia del Azuay, considerado como un cantón turístico y en especial artesanal en la fabricación de calzado. Debido a la creciente demanda de fabricantes de calzado de cuero, el problema de la presente investigación radica en que la empresa ha disminuido notablemente sus ventas dentro de la plaza local y regional debido a la entrada de los productos extranjeros que entra sin aranceles y a un costo inferior, considerando que se hace necesario la aplicación de una herramienta de mercadeo para posicionar e incrementar la participación de mercado de la empresa en los diferentes sectores del país. El objetivo del estudio es diseñar un Plan Estratégico de Marketing con el propósito de tratar de mejorar las ventas a nivel local y regional. La metodología de la presente investigación es de tipo descriptivo con enfoque cuantitativo en donde se aplicará el método deductivo utilizando la técnica de la encuesta dirigido a los funcionarios de la Empresa, proveedores, ciudadanía y clientes potenciales. Los resultados indican que existe una alta competencia en el mercado, la publicidad para venta es demasiado baja y no promocionan el producto. Con este estudio y a través del Plan Estratégico de Marketing los directivos tomaran las mejores decisiones para mejorar este grave problema que hace daño a la empresa y así ser una marca competitiva en el mercado.

Investigating the impact of external environment on strategic marketing planning: a case study for NetSol Technologies Inc.

The objective of this paper is to propose a model for effective strategic marketing planning process by investigating the impact of external environmental factors on the international strategic marketing planning of NetSol Technologies, Inc. For an effective marketing strategy to be designed, the analysis of internal and external environment holds crucial importance. Following multiple theoretical approaches, the paper investigates and analyses international strategic marketing planning for NetSol Technologies, Inc. This paper also investigates if this analysis supports these theoretical models. Finally, the paper proposes a strategic marketing planning model that is proposed based on the strategic marketing planning applied by NetSol Technologies during its successful expansion throughout 30 countries. This model is proposed for all industries; primarily the tech industry.

Investigating the impact of external environment on strategic marketing planning: a case study for NetSol Technologies Inc.

The objective of this paper is to propose a model for effective strategic marketing planning process by investigating the impact of external environmental factors on the international strategic marketing planning of NetSol Technologies, Inc. For an effective marketing strategy to be designed, the analysis of internal and external environment holds crucial importance. Following multiple theoretical approaches, the paper investigates and analyzes international strategic marketing planning for NetSol Technologies, Inc. This paper also investigates if this analysis supports these theoretical models. Finally, the paper proposes a strategic marketing planning model that is proposed based on the strategic marketing planning applied by NETSOL Technologies during its successful expansion throughout 30 countries. This model is proposed for all industries; primarily the Tech Industry.

Strategijsko planiranje marketinga - studija slučaja hosteli u Novom Sadu

Novi Sad as the European Youth Capital for 2019 and the European Capital of Culture for 2021, with a large number of world-renowned manifestations, becomes a city tourist destination for young people who are mostly users of this type of accommodation, which indicates that hostels have great significance in the development of tourism in Novi Sad. Hostels have only recently been introduced as a term in legal acts in the hospitality which is the result of adjusting to the needs of the market, which has shown a great interest in this type of accommodation in our area, and therefore caused the opening of a large number of hostels, especially in major cities. Like the rest of the hospitality and tourism entreprises, hostels are facing major business challenges and a turbulent and dynamic business environment, which implies that much attention from owners and management must be directed to strategic marketing planning. Therefore, the aim of this paper is to determine the extent to which the strategic marketing planning process is being implemented in selected hostels in Novi Sad, as well as the extent to which the owners of these facilities are focused on formulating and implementing development strategies as the end result of this process.

ГЛОБАЛЬНІ ТРЕНДИ ТА ІННОВАЦІЙНІ ПІДХОДИ ДО ОРГАНІЗАЦІЇ ЛІКУВАЛЬНО-ОЗДОРОВЧОГО ТУРИЗМУ НА КУРОРТАХ

In the article, on the basis of complex research of institutional (systemic) and technological (process) changes, which is undergoing the modern market of health-improving services and analysis of innovative approaches to the development of world resorts, the multi-vector concept of organization of health-improving tourism in resorts of Ukraine is substantiated. The basis of this concept defines the following strategic vectors of development: organizational - service management; functional - from health resort to destination; public administration - from sectoral to management; market - from marketing of recreational services to strategic marketing planning of the development of the of wellness. An analysis of global trends in the development of health tourism in the world has shown the rapid development of such a segment as wellness and spa tourism. The annual growth rate of $ 6.39 billion in wellness tourism by 6.5% in 2015-2017 is more than double the growth rate of tourism (3.2%). World tourists made 830 million wellness trips in 2017, that is 139 million more than in 2015 - and now account for 17% of total travel expenses. The number of spa locations has grown from 121,595 in 2015 to more than 149,000 in 2017, employing nearly 2.6 million employees. Earnings growth of 9.9% for spa resorts is well above the pace from 2013-2015 (2.3%). From 2015-2017, the hotel / resort spa category provided the largest amount of revenue at resorts and now is the leader of industry. The market for thermal / mineral springs is also growing rapidly - from $ 51 billion in 2015 to $ 56.2 billion in 2017 - as more and more people refer to balneotherapy (water treatments) for stress relief and healing. It is justified that the priority of the development of health tourism in Ukraine should be the model of service because the development of inbound tourism is hampered by the level of service, and not by the lack of high-tech medicine and qualified doctors. Progress in this area can be achieved if there is a single coordination of the activities of clinics and travel agencies in providing the necessary and sufficient conditions for medical and health tourism in our country. And it is extremely important for the implementation of the provisions of service management to address the issues of development of service in the field of medical and health tourism. The essence of service management determines the focus on quality of service, which is essential for the management of spa and wellness enterprises. It is proved that in order to develop an effective model of organization of the domestic sanatorium-resort complex in the tourism system, it is advisable to develop resorts according to the functional vector of the destination of recovery. Since the is a system of enterprises that form and satisfy the demand for health and recreational services, the destination, on the one hand, is the subject of market relations, because it offers and sells the resort product, and on the other - the object of public administration tourism. Therefore, the is an object of integrated management, because it is capable of integrating all components into a single system, which in turn is able to ensure the production and sale of quality complex resort product. The peculiarity of interaction between the subjects of the recreation and tourism industry is regional orientation, since the main factor of production in this area is natural resources. That is why the main feature of forming an association around or at the resort base is the territorial identity of the particular area where these resources are concentrated. Such an association can be a recreational tourist or health-improving cluster. It is established that the marketing approach to the involves the development of a complex product of the destination, which will be offered to the tourist as a whole. All the elements of the product must meet each other and the needs of the target segment. When there are several target segments in a that are fundamentally different in terms of tourists' motives, requirements and expectations, it is necessary to develop a product for each of them. Thus, the basis of marketing is the formation and development of the required competitive product.

The Impact of Producers’ Cognitive Styles on their Purchasing Behavior

This paper inquires on the impact of cognitive styles over the decision-making process producers perform while making input and capital equipment purchases. We will question if Argentine farmers with diverse cognitive styles have different purchasing behaviors when buying the inputs they use in their farming operations. Cognitive styles express differences in the way decision-makers process information and organize knowledge. Results show that different segments of producers have distinctive purchasing behaviors. Specifically, analytic-oriented producers tend to focus more on product performance and less on the relationship with suppliers when buying their inputs. They also tend to be loyal to input brands, they rely less on dealers/retailers and salespeople, and they are willing to change suppliers more often than other producers. Intuitive-oriented producers value more the relationship with the supplier and are interested in contacting the salesperson if they need a product. While balanced-oriented producers declare to be less loyal to brands but are more stable in terms of not changing input suppliers frequently. This characterization of producers has important business implications, since identifying and segmenting the different types of producers with different cognitive styles and distinctive buying profiles is a key aspect of the strategic marketing plan of any company in the input markets. To our knowledge, this is the first paper on the topic of cognitive styles of Argentine producers and their impact on their purchasing behaviors.

Pemanfaatan Media Sosial Sebagai Media Promosi Dalam Pemasaran Produk Pada Koperasi Tahu Dan Tempe

Marketing is a social and managerial process that makes individuals / groups get what they need and want by creating, offering and exchanging valuable products to other parties. Marketing involves many different activities that add value to the product when the product moves through the system. The current marketing system that is becoming a new trend is the online marketing system. With the emergence of a new era in the field of marketing which is referred to as the digital marfketing era, we entrepreneurs must consider various online media to be used in determining the company's strategic planning. One of the media intended is social media. Social media that is widely used by everyone and is quite popular in Indonesia today is Facebook and Instagram. Indonesia is one country with a high number of Facebook users, certainly has a great opportunity and opportunity to use social media as part of strategic marketing planning. Marketing through online media has many great advantages, one of which is that the costs incurred are relatively cheaper compared to other media in carrying out product promotion activities. In this paper, we discuss the promotion process for tofu and tempeh entrepreneurs in Indonesia. As we know, tofu and tempeh are one of the foods that can be categorized as a companion to the staple food of the Indonesian people. This soy-based food is very popular with all levels of society in Indonesia. However, tempeh and tofu are still categorized as food for the lower class. Meanwhile, we still import raw materials to get tofu and tempeh from abroad. The irony is that sounds, but, that's what happens now. The lack of knowledge of the tofu and tempeh artisans is what makes this commodity not glimpsed by circles other than the middle and lower classes. Therefore, we must educate the artisans of tofu and tempeh and teach them to know the tofu and tempeh globally. Increased knowledge and utilization of social media, one way to help boost the marketing of tofu and tempeh

Pepper Place Farmers’ Market and the Need for Research and Strategy

Pepper Place Market, a farmers’ market created in 1999 in Birmingham, Alabama, was designed as the centerpiece and foundation to support the long-term urban revitalization plan in Birmingham’s historic Lakeview District. Cathy Jones, the founder and inspiration behind the market, began the market on land owned by her family’s real estate company, Sloss Real Estate. The Pepper Place Market initially operated solely on cash flow received from farmers and artisans. In 2011, the market began soliciting sponsorships. The market’s leadership wanted to expand the market but struggled with negative net income. The organization had no unified marketing strategy or marketing plan. The limited promotion in which Pepper Place Market engaged was inconsistent and lacked a clear, strong messaging. Realizing the market needed to do more, Jones believed conducting marketing research and creating a strategic marketing plan should be their next steps.

Managing Turbulent Business Environments in Nigeria: A Model Approach

The thrust of the study is to examine the nature, character and constraints the Nigerian business environment poses to enterprises operating in it with a view to proffering solutions strategies on how to overcome environmental turbulence within the economy. Methodologically the study adopts an analytical and qualitative approach by perusing extant literature on the nature and types of environmental forces at issue in the economy. The J.D. Thompson model was adopted to drive the study and its components which exist in four-quadrants were used for analysis with regards to enterprises operating in various industries in the environment. Each quadrant aligns with specific environment type and pinpoints exact techniques to adopt as solution-strategies in coping with the environment for survival. In addition to the model, a template of strategic marketing plan was adopted as a programme and roadmap which enterprises in the environment can adopt to help them analyse and diagnose their target markets to reveal its true nature and potentials for effective targeting. Recommendations made are to the effect that enterprises in this increasingly turbulent and insecure environment should adopt a combinational approach instead of a ‘one-best strategy’ for survival. This is in addition to employing smarter environmental scanning techniques. It is further suggested that enterprises should establish R&D and intelligence gathering units and the creation of an MIS infrastructure to help it track essential and diverse sets of information if they ever hope to survive and succeed.

Ghacem in Ghana: marketing cement in a newly competitive environment

Theoretical basis This case study applies the scanning of marketing environment (i.e. typology of marketing environments); strategic marketing planning process, involving SWOT analysis, growth strategies; and marketing mix (four ps). Research methodology This is modeled as a qualitative study. Primary data were collected through a phone interview with the key informants, and secondary data came from various publications such as government reports, news portals and company websites. Case overview/synopsis Ghacem was the first cement manufacturing company in Ghana and had enjoyed a monopoly for almost 33 years. The company offered a homogeneous product to an undifferentiated market from 1967 until competition began in 2000. New competitors promote the use of cement grade numbers on their product packaging to signal a better value, which intensified the competition. As the Head of Marketing of the company, Benny was asked to develop a marketing strategy for the company’s newly developed product for the company to remain competitive. Complexity academic level Undergraduate students taking Principles of Marketing.

Strategic marketing planning in the petrochemical market

The market of petrochemical products is a key segment of the Russian economic system, and its subjects play a key role in the formation of the revenue part of the state budget and the active balance of payments of the Russian Federation. Hydrocarbon raw materials are indispensable and having no alternative base of technological functioning of petrochemical enterprises. Oil and gas are irreplaceable strategic resources, so their rational use, deepening of processing, is a task of national scale. It is the transition from direct export of hydrocarbons to their deep processing, to the strategic development of oil and gas and petrochemical complexes that will minimise the dependence of the Russian economy on adverse fluctuations in the world market. In the current geopolitical conditions, the subjects of the market will have to move in line with the ongoing transformation of the industry, making maximum use of strategic marketing planning tools to strengthen their own market positions, adequate to the market of increasing production volumes, winning new markets, increasing sales of products with high added value.

Aplicación del marketing estratégico en las PYME del sector de manufactura en Barranquilla, Colombia

Objetivo: Aanalizar el proceso de marketing estratégico en las Pyme del sector de manufactura en Barranquilla. Metodología: Para ello, se llevó a cabo una investigación de enfoque cuantitativo, de alcance descriptivo, de diseño no experimental transeccional, de campo, en el cual se hizo el levantamiento de información, a través de la aplicación de un cuestionario. Resultados: Cuyos resultados fueron analizados estadísticamente a través de un software, los cuales evidenciaron la carencia de aplicación del proceso de marketing estratégico y un bajo grado de orientación al mercado, visto como parte del primero. Conclusiones: Las Pyme manufactureras en Barranquilla no emplean procesos de marketing estratégico, lo cual afecta su rendimiento y puede estar generando un costo de oportunidad, para lo cual se podría hacer un plan de marketing estratégico para cada una de ellas adaptado a sus necesidades.