Market Strategies Research Articles

Contextualizing hard cider flavor language and market position

Abstract This paper investigates the market position of hard cider within the broader alcoholic beverage market. The first experiment identifies two distinct consumer segments—around 40% prioritize flavor attributes, while 53% prefer production information. The second experiment utilizes a basket- and expenditure-based choice experiment and a multiple discrete choice extreme value model to assess hard cider's standing among commonly consumed alcoholic beverages. Results reveal that hard cider is perceived as a complement to red and white wine but is independent from beer. The study suggests marketing hard cider in conjunction with white wine to capitalize on observed complementarity. Emphasizing the importance of addressing both consumer segments—those valuing flavor notes and those prioritizing production information—the research offers valuable insights for optimizing hard cider market strategies.

Polyvinylidene Fluoride Nanocomposites as Piezoelectric Nanogenerator: Properties, Fabrication and Market Applications

Depletion of fossil fuels and increase in pollution through chemical batteries trigger the development of self‐powered devices based on flexible piezoelectric nanogenerators (PNG). Biocompatible piezoelectric polyvinylidene fluoride (PVDF) nanocomposites merged with piezoelectric fillers like ZnO, KNN, and BaTiO3 reproduce amended piezoelectric current, contributing to the safe application as biosensors and flexible industrial devices. Optimized loading, precise selection, and variating the surface chemistry of piezoelectric filler, along with fabrication schemes comprising different structural configurations of composites, considerably influence its potential for application as an energy harvester. Also, optimized processing condition upgrades dielectric constant and energy storage density, and reduces dielectric loss, thereby plummeting energy dissipation even after prolonged usage. Consequently, this article reviews the principles, properties, fabrication techniques, and market application of PVDF composites. A detailed relationship of significant electrical properties of PVDF composites with its fabrication methods and (piezoelectric parameters of fabricated PVDF composites with reported real‐life wearable, implantable, and industrial‐based portable piezoelectric devices are discussed in detail along with tabulated data for a clear understanding of structure–property relationship. Again, the market strategy for establishing flexible PVDF composite as a PNG has been discussed. A piece of in‐depth knowledge is provided for procuring affordable futuristic large‐scale PVDF‐based nanogenerators exhibiting affordable market worth.

Evolution and role of virtual power plants: Market strategy with integration of renewable based microgrids

The use of distributed energy resources (DER) programs, which include separate renewable energy (RE) programs, has expanded in residential as well as commercial structures as an outcome of recent technological developments. The virtual power plant (VPP) may improve the security and reliability of an electricity grid's operations through including energy storage, changeable loads, and distributed energy resources (DER), among other characteristics. Consequently, a growing number of scholars tend to focus on VPP and providing recommendations for its improvement. In order to facilitate the incorporation of distributed generation into electricity distribution systems, cutting-edge management ideas for facilities have emerged in the last few years. As a result, it is now more crucial than ever to improve management abilities for the combining of dispersed energy output and consumption using various virtual power plants (VPPs). To increase operational profits, it's crucial to make use of their capacity to play a role in power markets. This work provides a classification scheme for, and an in-depth analysis of, recent studies that provide VPP models featuring interactions with various forms of electricity markets. The objective of this article is to find out which VPP strategy will yield the greatest possible return in each legislative scenario. These consist of the model's design, strategies for resolving complex mathematical problems, involvement in various marketplaces, and the application of the suggested models to real-world case studies. The research has been evaluated, and it has been concluded that contemporary models are more comprehensive and realistic. This article additionally elaborates on and emphasizes the VPP concept from other researchers' findings. Moreover, a number of prevalent VPP projects from throughout the globe are included. The VPP research also addresses some potential challenges and recommendations for prospective growth.

Early forecasting of corn yield and price variations using satellite vegetation products

Several approaches based on process-based, statistical or economic models have been developed and are currently used by market analysts and governmental agencies to forecast agricultural yields and commodity prices at the national and global scales. However, these models require input data that are often difficult to obtain before crop harvest and their predictions are not always reliable. Satellite data products provide easily accessible sources of information on vegetation characteristics, potentially relevant for predicting crop yield and commodity prices at a large scale, before harvest. This study presents and evaluates several methods for forecasting variations in US corn yield and global corn prices using regional vegetation satellite products. The spatial dimension of maps of vegetation indices derived from satellite products in the US Corn Belt is first reduced either by their spatial means or by principal components derived using the Empirical Orthogonal Function (EOF) method. Mean values and EOF principal components are then used as explanatory variables in generalized LASSO linear models to forecast corn price and yield changes at different time horizons, before harvest. A cross-validation method was implemented to assess the model performances using Area under the ROC curve (AUC), the Brier Skill Score (BSS) and the Matthew Correlation Coefficient (MCC). The results revealed that EOF principal components derived from satellite-based gross primary production (GPP) in July could be used to predict variations in US corn yields, with an AUC of 0.97 (95% CI 0.92-1), a BSS of 0.75 and an MCC of 0.83. The results also showed that the July spatial averages of satellite GPP data obtained in the US Corn Belt could be used to forecast the forthcoming increase or decrease of global corn prices as evidenced by an AUC reaching up to 0.91, a BSS up to 0.5, and an MCC up to 0.67. Finally, we compared our forecasts of yield and price variations to those derived from the WASDE forecasting method currently implemented in the US. This comparison showed that our approach was at least as accurate and often more accurate than WASDE. This study demonstrates how satellite data can be used to forecast variations in crop yields and corn prices several months before harvest.

The Competitive Challenges in China's Prepared Dishes Industry: A Focus on Anjoy Foods

This research investigated Anjoy Foods Co., Ltd.'s strategies in China's prepared dish market amidst the COVID-19 pandemic, focusing on the period 20202023. The pandemic led to a surge in demand for prepared dishes due to changing consumer behaviors, such as reduced outings and a scarcity of fresh food. Despite Anjoy Foods' revenue growth (from 673 million RMB in 2020 to over 3 billion RMB by 2022), its gross profit margin declined from 29.72% in 2018 to 11.42% in 2022. This paper employed the marketing mix theory (product, price, promotion, and place) to analyze Anjoy Foods' market strategies and identify key areas for improvement. The research highlighted that Anjoy Foods' product line fails to align with the growing consumer interest in health-focused and convenient food options. It also notes the company's premium pricing strategy as a disadvantage in a price-sensitive market. Additionally, the study pointed out a reduction in promotional activities, particularly in digital advertising, which affects engagement with key demographics. The paper suggested strategic innovations in product diversification, adopting tiered and value-based pricing models, and enhancing digital marketing efforts. These strategies aim to realign Anjoy Foods with evolving market demands and consumer preferences. The conclusion emphasized the importance of continuous adaptation and innovation for market competitiveness, recommending further research on practical strategy applications and broader market trends.

A Study of Tesla's Impact on China's New Energy Vehicle Market

Nowadays, the issue of carbon emission is getting more and more attention, and China also attaches great importance to the development of the new energy industry. China is steadily developing its new energy automobile industry, and at the same time, new energy automobiles have provided a new "track" for the transformation and upgrading as well as the high-quality development of China's automobile industry. In this context, this paper provides an in-depth study of Tesla's market strategy and its impact on China's new energy vehicle market, outlining the complex interplay between market dynamics, government policies, and corporate strategies, and covering a number of important aspects, including government support, market expansion, consumer demand, competition and pricing strategies, product differentiation, infrastructure development, technological advances, and raw material foreign trade relations. Overall, these results and data show that Tesla's impact on China's new energy vehicle market is very important, intensifying the competition in China's new energy vehicle market, prompting similar new energy vehicle companies in China to innovate, improving the industrial level of China's new energy vehicle companies, and helping to improve China's policies in this area.

The Impact of Replicas and First-Copy Products on Authentic Products: An Exploration in the Apparel Industry

The purpose of this study is to find out the impact of replicas and first copies on authentic products. Replicas and first copy products are unauthorized and are designed to mimic the original products and confuse the customers. Replicas has a great influence on customer’s mind and this has a significant effect on the sales of authentic products. The reason for this is that consumers prefer to pay lesser amount for these replicas than paying premium for the original thing. Therefore, this has led to decrease in revenue of companies that produce these authentic products. However, there has been an argument about this as some of them state that replicas and first copy products would help in generate interest in particular brand and this can serve as a gateway for more expensive and premium purchases in the future. The impact of replicas and first copy products are therefore complicated and multifaceted and it depends on various factors such as consumer behaviour, market strategies and the overall health of the market. The fashion industry grapples with the pervasive issue of replicas and first-copy products, which undermine the authenticity and integrity of apparel brands. This abstract delves into the multifaceted impact of replicas on authentic apparel, considering perspectives from consumers, brands, and ethical considerations. Counterfeit alternatives tempt consumers with discounted prices, eroding brand identity and aspirational value. Brands face threats to intellectual property rights and reputation, while ethical concerns arise from exploitative labor practices and environmental degradation. By exploring motivations, vulnerabilities, and proposing mitigation strategies, this research aims to inform stakeholders and foster solutions in combating the detrimental effects of replicas on the apparel industry. Counterfeit alternatives allure consumers with enticingly discounted prices, thereby undermining the distinctiveness of brand identity and eroding the aspirational value associated with genuine products. Concurrently, brands are confronted with formidable challenges concerning the protection of intellectual property rights and safeguarding their reputation against dilution and imitation. Moreover, ethical dilemmas emerge from the prevalence of exploitative labor practices and environmental degradation inherent in the production of replicas. By delving into the underlying motivations that drive consumer behavior, identifying vulnerabilities within the market, and proposing robust mitigation strategies, this research endeavors to provide valuable insights to stakeholders within the fashion industry. Through an informed understanding of the intricate dynamics at play, it is hoped that this study will catalyze collaborative efforts aimed at combating the detrimental effects of replicas and first copies on the apparel industry.

The Impact of Customer Perceived Value in the Contemporary Art Distribution Chain

Objective: The objective of this study is to investigate the role of customer-perceived value in the contemporary art distribution chain and its impact on value co-creation behavior, with the aim of how customer-perceived value affects the transaction and market value of artworks from creation to final sale. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. Customer Perceived Value Theory, Value Co-Creation Behavior, Consumer Purchase Decision Theory, and factors influencing Customer Value Judgments stand out, providing a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research involves a qualitative research approach, focusing on the exploration of customer perceived value in various aspects of art distribution and the mechanisms influencing value co-creation behaviors. The study selected ten industry insiders, including six primary market practitioners and four young artists. Through in-depth interviews, key information was summarized to clarify the mediating role of customers' perceived value in value co-creation behaviors and artwork prices. This qualitative method allows for a deeper understanding of the specific context of the contemporary art market, generating rich qualitative data to comprehend and explain the mediating role of customer perceived value. Its flexibility and adaptability enable the adjustment of research direction and focus based on findings, thus responding to the art market and investment strategies' variability. Results and Discussion: The results obtained revealed that customer perceived value plays a crucial role in every segment of the contemporary art market's circulation, from the artist's creation to the final sale and collection of the artwork. The act of collecting and holding artworks by collectors is an acknowledgment of the art's value, reflecting the positive impact of customer perceived value on value co-creation behavior. The study also indicates that customer perceived value is continuously enhanced through the process of value co-creation, thereby positively affecting customer value co-creation behavior. As more people recognize an artwork, its value correspondingly increases, suggesting that customer value co-creation behavior has a positive impact on the price of artwork, with customer perceived value serving as a mediating role. Furthermore, the possession of artworks by collectors with refined aesthetics and relative professionalism is itself a form of value co-creation behavior, enhancing public recognition of the artwork's value. When value co-creativity improves customer perceived value and promotes the artwork's appreciation, this behavior also positively influences value co-creativity. These conclusions unveil the interconnectedness between customer perceived value, value co-creation behavior, and market dynamics, providing insights into how contemporary artworks gain recognition and value through collective appreciation and engagement.In the discussion section, these results are contextualized in light of the theoretical framework, highlighting the implications and relationships identified. Possible discrepancies and limitations of the study are also considered in this section. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of contemporary art market and art valuation. These implications could encompass art market dynamics, artist and gallery practices, art investment strategies, and collector behavior. Originality/Value: This study contributes to the literature by exploring the intricate relationship between customer perceived value, value co-creation behavior, and their impacts on art market pricing and art collection value through a qualitative approach. It offers a unique perspective on how digitalization and globalization are reshaping the contemporary art market, highlighting the dynamic interplay between these factors. The relevance and value of this research are evidenced by providing actionable insights for artists, galleries, and collectors on leveraging customer perceived value and co-creation practices to enhance the economic and cultural value of artworks. Additionally, it offers a framework for understanding the evolving dynamics of the art market, potentially guiding future policies and strategies in art management and valuation.

(COVID) CRISIS IN A FINANCIALIZED ECONOMY AND ALTERNATIVE REGULATION

Drawing upon the 2007-2008 global crisis and the current Covid pandemic, this article aims to show that since the 1980s, the organization of the economy in a liberal way transformed public financial regulation into market-relying self-regulation that led to persistent crises. The article maintains that the financialized accumulation regime generates endogenous inconsistencies and proves to be unable to ensure systemic stability and long-term viability of society. An alternative financial regulation resting on preventive collective action seems to be a relevant way to provide society with a sustainable and progressive financial system. The ill-management of the Covid crisis is related to the socio-economic framework that rules societies and economies around the world since the 1980s. The evolution of capitalism rests on speculation-led accumulation process that deepens inequalities and puts collective projects and goals on the back burner. This evolution, also known as financialization, is based first and foremost on the primacy of short-term profitability. Relying on individual (micro) rationality, it is unable to conduct market activities from a macroeconomic perspective to ensure the development of society. Although individual market strategies can be regarded as rational actions, the systemic financial stability cannot be achieved by market mechanisms. In a capitalist economy, financial stability is to the viability of society what public health is to the lives of citizens. Both require the oversight of a visible public hand. Drawing upon institutional economics this article then shows that systemic dysfunction of capitalist finance does reflect the dysfunctional organization of society in which collective action has been abandoned in favor of the doctrine of efficient, self-regulating markets. Recurrent crises, caused by the imbalances generated by laissez-faire economics, are the main threats to the sustainability of an open, innovative and progressive society. From this perspective, the regulation of financial systems is of paramount importance and calls for alternative models of collective action that should determine the conditions of exercise of private financial institutions according to the goals of a sustainable economy respectful of both people and the environment beyond the conservative individualistic doctrines.

Economic operation of an agent-based virtual storage aggregated residential electric-heating loads in multiple electricity markets

The increasing penetration of intermittent renewable energy sources leads to a higher demand for flexible balancing service in the power system. Consequently, demand-side management techniques, such as utilizing flexible resources from residential electric-heating loads, provide a promising solution. However, due to various uncertainties such as stochastic weather and market prices, it is challenging to develop an economically efficient strategy. Hence, this paper proposes an economic operation optimization approach for residential electric-heating loads to develop optimal bidding and scheduling strategy in the multi-stage market. First, the dynamic characteristics of aggregated electric-heating loads are modeled as the virtual energy storage systems (VESS) to quantify the flexibility potential arising from the combination of building thermal inertia, user tolerance and thermal energy storage (TES). Subsequently, the joint energy and balancing service market is introduced to exploit the operating flexibility of VESS. A multi-agent deep reinforcement learning (MADRL) optimization framework is proposed to address the multi-objective problem at different decision frequency, which involves achieving lower economic costs while maintaining indoor comfort. Finally, we combine the DRL with imitation learning (IL) by introducing the behavior cloning mechanism to mitigate training process instability. It reduces the computational costs and eliminates the need for redundant additional structure. Comparative simulation experiments demonstrate the efficiency of data-driven optimization approach, which provides an adaptive, economic cost-effective and general solution for multi-type aggregators to activate their flexibility in dynamic markets.

The Market Trend Analysis of the MLCC Industry

With the advancement of science and technology, multilayer ceramic capacitors are playing an increasingly important role in electronic products. In this article, we will analyze the market size and competitive landscape of MLCC, as well as their expected development. This article will analyze the growth of the MLCC market by collecting historical and forecast data and identify the major manufacturers and suppliers by surveying the competitive landscape. Finally, the technological innovation advantages of the industry are studied and discussed, and the application scenarios are analyzed. In the fourth part, four MLCC manufacturers will be listed, namely Fenghua Advanced Technology, Sanhuan Group, Murata, and Yageo. Finally, it can be seen that the competition among manufacturers in the MLCC industry is still fierce, and it is developing rapidly in emerging fields. In addition, MLCC products tend to be miniaturized, lightweight, high capacitance, high frequency, and high temperature resistance. Through research, it can help investors better formulate market strategies, provide government regulators with suggestions for the development of the MLCC industry, and serve product development and market expansion, to promote technological innovation and healthy and sustainable development of the industry.

Predicting Cryptocurrency Returns Using Classification and Regression Machine Learning Model

People are starting to see the cryptocurrency market as a viable source of income and investment, similar to the stock market, as the concept of cryptocurrencies continues to gain popularity. Predicting Bitcoin returns is related to financial machine learning, which uses time series to forecast price variance. This study starts with the daily close price of Bitcoin for its initial dataset. The price is transformed into percentages and binary classes, which categorize into “Up” and “Down”, after which a time series is applied to produce two datasets: a categorical dataset for classification and a numerical dataset for regression. For classification that represents a Binary classification in asset-price forecasting, k-fold cross-validation is applied to ensure that the best classifiers are selected for testing and analysis. Most of the regression analysis was based on visualization, which displayed the predicted prices by each regressor in front of the original values and helped analyse the models’ results more accurately. The outcomes of this study were achieved by anticipating bitcoin returns using classification and regression machine learning models, despite the approaches’ low accuracy and significant precision rate to the “Up” class. At this stage, with a significant limitation regarding the dataset and a lack of other indicators, a model capable of predicting future variations is considered a beneficial addition for many trading tools or even for crypto market analysts.

Inward FDI and local firms' political connections in emerging markets: Evidence from China

AbstractResearch SummaryResearch on the spillover effects of foreign direct investment (FDI) into emerging markets has primarily focused on local firms' productivity or innovation outcomes while overlooking their nonmarket strategies. Based on the resource dependence theory, we propose that inward FDI has a U‐shaped impact on local firms' political connections. This is because when FDI is at a low to medium level, its spillover benefits substitute for local firms' dependence on government resources. As FDI further increases, its competitive threats outweigh spillover benefits, driving local firms to a greater dependence on the government to neutralize the threats. This relationship is contingent on external and internal factors altering resource similarity between FDI and local government. Our analyses of Chinese listed firms support our predictions.Managerial SummaryThis study delves into how firms in emerging markets respond to inward FDI, particularly focusing on the role of political connections as a nonmarket strategy. Our findings offer valuable insights for both local firms and governments, providing a holistic view of the opportunities and challenges associated with inward FDI. We advise local firms to adopt a balanced approach by integrating both market and nonmarket strategies to maximize benefits, as relying solely on political connections may not be the most effective way to address the challenges posed by inward FDI. Additionally, our research emphasizes the importance of evaluating the resources provided by inward FDI against those provided by local governments, as the similarity of these resources alters the role of inward FDI as perceived by local firms.

Beyond STP Marketing Strategy for Online Service Businesses

Purpose: This research presents the new marketing strategy concept with the customization strategy as the specific consumer satisfied to be in line with the online service business. Theoretical Framework: The researcher studied the elements of marketing strategies for online service businesses. The strategy development process is divided into 4 components as segmentation, targeting, positioning and customization. Design/methodology/approach: In this research, the researcher uses mixed-methods as qualitative research that analyzed the consensus with fuzzy logic techniques, and quantitative research. Findings: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy: “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”. Practical implications: The objective of the study is to find consensus among experts using fuzzy logic and develop market strategies through segmentation, targeting, positioning, and customization strategies to the specific consumer satisfied. In this research, mixed-methods research, among other things, qualitative research was used with 19 experts with in-depth interviews, which analyzed the consensus with fuzzy logic techniques, and quantitative research was used with 983 online service business entrepreneurs. Originality/value: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy as “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”. The obvious thing is that marketing should apply these strategies in decreasing order importance, segmentation, and customization strategies involve the specific consumer needs that are inferior to their importance, plus combining with the targeting and positioning, respectively.

The Importance of Animal Welfare and Country of Origin in Consumer Preferences: A Cross-National Study

Livestock husbandry systems are controversially discussed in society, politics and science. Since exporting countries such as Germany, the Netherlands or Denmark produce pork under higher animal welfare standards, the question arises if it will be competitive on the international market. We used a factor and cluster analysis to identify consumer segments in Japan, South Korea, Italy and Poland and to determine the instruments necessary to make animal welfare more popular. Each study country revealed three consumer groups: One group is interested in animal welfare and meat quality attributes but prefers domestically produced pork. Another group is price sensitive and without expectations. Finally, a third group is interested in animal welfare and accepts imported products. To address consumers in this group, informational campaigns and target market-oriented strategies are necessary.

Empirical Analysis in The Concept of Indian Financial Market Using Machine Learning

This study aims to examine the relationships among the constituents of the Indian stock market, specifically, to examine the relationship between the S&P BSE Oil & Gas index and four other sectors, such as, S&P BSE IT, S&P BSE energy, S&P BSE auto, and S&P BSE power are being specifically explored. The aim of this study is to understand the potential effects of variations in the BSE Oil & Gas index on these industries. For a variety of stakeholders, including investors, politicians, and market analysts, this study is vital because it offers critical insights into the economies that form the basis of India. With the help of various methodologies, this study examines historical stock price fluctuations by using statistical methods and data analysis, with a focus on time series modelling. In order to assess and comprehend the possible effects of changes in the Indian stock market, this study carefully looks at important financial indicators and pertinent market trends. Examining any asymmetries in these relationships will help determine if the oil and gas business experiences positive or negative shocks, and which ones have distinct effects on the various sectors under consideration. This study is one of various contributions into the global discourse on market interdependence that provides useful guidelines for the Indian stakeholder in handling their vital segments of the markets in India.

Navigating Educational and Urban Landscapes: Middle-Class School Choice Strategies in Local Education Markets

ABSTRACT The middle-classes use school choice as a strategy of class reproduction and comparative advantage. In this article, we show how middle-class parental school choice strategies are spatially dependent and how schooling preferences and final choices are bounded by the social and educational characteristics of the local education market of their neighborhood of residence in the city of Barcelona. Our findings reveal interesting differences relating to the search process and final decisions, which are dependent on parental preferences and risk perception in the different local education markets. Reflections on some policy implications of the analysis are considered in the conclusions.

Comomentum in China: Inferring arbitrage activity from return correlation

This paper investigates whether arbitrageurs can have a destabilizing effect on the Chinese stock market. We use comomentum defined as high-frequency abnormal return correlation among stocks to measure arbitrage activity. In contrast to the findings of Lou and Polk (2022), we find that the returns on momentum stocks exhibit long-term stabilization in China, regardless of whether comomentum is higher or lower. The results suggest that fluctuations in arbitrage activity do not serve as predictive indicators for changes in long-term momentum returns in the Chinese stock market. These results further emphasize the missing effect of the momentum strategy in the Chinese market.

Management of the Management Strategy of the Giwangan Traditional Main Market by the Special Region Government of Yogyakarta

Government management and strategy in managing traditional markets is very necessary, seeing the conditions of traditional markets which if not considered, will have an impact and reduce public interest in conducting transactions in traditional markets due to the influence of modern markets. The purpose of this study was to describe the management strategy of the Giwangan wholesale market by the government of the Special Region of Yogyakarta (DIY). This type of research uses descriptive-qualitative with a SWOT analysis approach. The data used are primary data obtained through observation, interview, observation, Focus Group Discussion (FGD) and documentation. This study also uses a phenomenological approach to case studies. The results showed that the implementation carried out by the government of the Special Region of Yogyakarta in the management of the Giwangan traditional wholesale market was quite effective, namely the implementation of several market management programs in terms of planning, structuring, organizing, field action, as well as monitoring and evaluation. In market management, the DKI government takes a two-way approach. First, an infrastructure approach with infrastructure improvements and additions, a program to rearrange market conditions in 2022, greeting traders once a week, gotong royong with associations, and exercising with market traders. Second, the non-physical approach is the application of regional regulations and mayoral regulations. This has an impact on the welfare of the people of Yogyakarta.

Analisis Strategi Pemasaran Dalam Rangka Revitalisasi Wisata Kerandangan dan Mangsit Kabupaten Lombok Barat

This study aims to analyze and identify marketing strategies in the context of revitalizing Senggigi tourist destinations, especially in Kerandangan Hamlet and Mangsit Hamlet, West Lombok. The type of research used is descriptive research with a mixed method approach that combines quantitative methods and qualitative methods. The population in this study is people who have visited the tourist destination of Senggigi, especially to Kerandangan Hamlet and Mangsit Hamlet with a sample of 100 respondents. Data collection techniques in this study are observation methods, interview methods, questionnaire methods, literature study methods, documentation methods. The data analysis techniques used in this study are quantitative descriptive analysis, qualitative descriptive analysis and SWOT analysis. The results of the analysis show that the strategy needed for Kerandangan and Mangsit tourist attractions is to grow and build or in other words grow and build. Market strategies that can be done are product development in the form of environmental education tours and maximizing promotional activities for experiences gained while in the region and partnering with local communities.