Target Market Research Articles

On the Economic Impacts of the Xinjiang Cotton Incident upon Indigenous Local Chinese Brands

Guided by the SWOT model, this thesis explores the economic impacts of the Xinjiang Cotton Incident upon indigenous local Chinese brands with a case study of Li Ning. Coupled with a comparative analysis method, this thesis analyses the changes on revenue and market development in 2020 and 2021 and finds that the Xinjiang Cotton Incident has great influences on Li Ning in economic income, market development, regional development and the development of relevant industries. From the perspective of domestic and international markets, the income of domestic market increases greatly, while the proportion of international market decreases. In a word, the revenue has been rising sharply in all aspects. In terms of the cotton industry and the sporting goods industry, it not only affects the production and sales of cotton in Xinjiang, but also seriously affects the safety of China's cotton industry and its downstream textile industry. But the revenue of domestic sports brands will continue to rise in the coming period. Domestic sports brands will usher in a new era of development. For the future development, Li Ning Company is supposed to position products and target consumer groups accurately, improve the quality of advertising, and to create a more distinctive brand culture.

The Influence of Price and Service Quality on Warunk Upnormal Customer Satisfaction (Case Study of Warunk Upnormal Bintaro Sector 7)

Warunk Upnormal is a cafe that has many branches in Indonesia and has been successful in its time, winning various awards, but currently Warunk Upnormal is experiencing a phenomenon, namely that many outlets have closed permanently. The research entitled "The Influence of Price and Service Quality on Customer Satisfaction at Warunk Upnormal (Case Study of Warunk Upnormal Bintaro Sector 7)" aims to find out whether price and service quality have a significant influence on customer satisfaction at Warunk Upnormal Bintaro Sector 7. This research was conducted with quantitative methods with purposive sampling techniques. The number of samples in this study was 100 people. The sample criteria in this research are customers who visited Warunk Upnormal Bintaro Sector 7 at least once in the last 3 months, all genders, Warunk Upnormal's target market is young people aged 17-30 years, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). The data analysis used in this research is variable description analysis, research instrument testing, classical assumption testing, multiple linear regression testing, and hypothesis testing. The results of this research show that price has a significant effect on customer satisfaction of Warunk Upnormal Bintaro Sector 7 partially, service quality has a significant effect on customer satisfaction of Warunk Upnormal Bintaro Sector 7 partially, and price and service quality have a significant effect on customer satisfaction of Warunk Upnormal Bintaro Sector 7 simultaneously.

Exploring Santoon's Customers' Preferences That Affect Their Purchase Decision For Buying Fashion Products

There is a significant shift towards online shopping in the digital era, particularly within the fashion industry. Despite this trend, Santoon, a clothing brand in Indonesia, faces challenges with online sales being considerably lower than offline sales, even though many of its customers and target market prefer purchasing fashion products online. This study aims to identify the preferences of Santoon's customers that impact their decision-making process when buying fashion products. Adopting a qualitative approach, the research utilizes semi-structured interviews to gather in-depth insights. A non-probability purposive sampling technique focused on Santoon's past customers and target market. The study reveals that design, quality, and sizing are the primary factors influencing customers' preferences for fashion products. Additionally, detailed product descriptions and customer reviews are crucial in shaping online shopping preferences. Although customers often visit offline stores to see and sample products, the final purchase decision is frequently made online. The findings underscore the importance of enhancing online product descriptions and leveraging customer reviews to build trust. Integrating online and offline shopping experiences is essential to cater to hybrid customer behaviour. Recommendations for Santoon include improving the detail and accuracy of online product descriptions, utilizing customer reviews to foster trust, and merging online and offline shopping experiences. Furthermore, optimizing Instagram marketing by posting content related to the daily use of Santoon's products is advised, given the significant overlap between the brand's target market and Indonesian Instagram users.

Strategi Pengembangan Bisnis Ekspor Bumbu Makanan Olahan dengan Menggunakan Analisis Business Model Canvas (BMC) dan SWOT pada CV Restu Mande

This research was conducted to determine the appropriate CV Restu Mande business strategy design using strengths, weaknesses, opportunities and threats (SWOT) analysis and the Business Model Canvas (BMC) in achieving export targets. The method used in this research is a descriptive qualitative method. Data collection carried out in this research was interviews with the leadership of CV Restu Mande, observation both directly and indirectly, and documentation. The SWOT analysis carried out in this research produces a SWOT matrix as a recommendation for CV Restu Mande's business strategy. The results of the SWOT analysis, SWOT matrix, and proposed new Business Model Canvas at CV Restu Mande are that in the customer segments section, target consumers are added in the form of Indonesian communities abroad, in the channels section, websites, international e-commerce and overseas retail need to be added, in the customer relationship section, rewards need to be added for resellers, dropshippers and loyal customers, in the key resources section we need to add production facilities, in the key activities section we need to add more interesting and detailed marketing activities, in the key partnership section we need to add agent collaboration. or distributors, loyal customers, production partners, and international trade consultants or experts, and in the cost structure section it is necessary to focus on investment in production facilities.

The failure mode and effect analysis of Islamic banking product marketing in Indonesia

Purpose This study aims to use a risk management approach to analyze the factors influencing the marketing failure of Islamic banking products in Indonesia. Design/methodology/approach Data were collected from respondents to be involved in the risk assessment of failure based on the criteria of severity score, likelihood of occurrence and detection ability of employees. The dominant factors were grouped into the number of new customers and transaction value categories. The failure mode and effect analysis (FMEA) method was used to identify the highest risk dominant factors. Findings The study results show critical factors and prioritized for immediate improvement. The number of new customers can be identified based on the following factors: occupation of prospective customers; income level of prospective customers; the lifestyle of the prospective customer. Transaction value can be identified based on the following factors: total balance; the level of convenience in transactions; turnover of funds; profitability; and risk management. Practical implications The Islamic banking industry in Indonesia needs to consider the importance of suitability: target market with the products offered, considering the income level of customers with suitable products, the level of profit sharing expected by consumers, improving customer education about Islamic banking products, the capabilities of financing staff and staff capabilities on risk management in Islamic banking products and services. Originality/value To the best of the author’s knowledge, this research is the first to apply FMEA in analysing marketing failures of Islamic banking products and services.

Innovative Business Models for Design Service Providers: Enhancing MSME Digital Transformation

Micro, Small, and Medium Enterprises (MSMEs) are supported by the Indonesian government to grow through digital transformation as one of the biggest players in the Indonesian economy. Unfortunately, many MSMEs struggle to grow optimally due to the uneven distribution of information and education on business and digital transformation. Design service providers aim to help MSMEs maximize their potential through effective branding and digital marketing. However, even a design service provider encounters challenges, including inefficiencies in the business model and a lack of customer acquisition and retention. This research aims to provide insights and recommendations for business model innovation by evaluating the current business model of a design service provider and developing strategies aligned with current industry conditions. Using the Business Model Framework by Chu and Ten Types of Innovation by Doblin, the study identifies areas that should be evaluated, improved, and innovated. The methodology includes (1) a focus group discussion with the internal team of a design service provider to uncover issues from an internal perspective and (2) interviews with the customer persona of the design service provider, which includes ten potential and past customers, to understand external perspectives. The data is analyzed using thematic analysis, open coding, and pattern coding, followed by triangulation to ensure validity. The findings suggest that existing business models may not meet customer needs and desires. Additionally, MSMEs' varying levels of technology understanding influence their purchasing decisions for design services. Therefore, continuous evaluation and improvement of business models are essential to meet the target market's needs. Design service providers will also need to understand the diverse types of MSMEs to tailor their offerings effectively.

Market intelligence applications leveraging a product-specific Sentence-RoBERTa model

Market intelligence, which collects and analyzes market trends and competitive landscape, is crucial for business success in the market. In particular, defining market scope is important because the market analysis outcomes vary depending on where the market boundaries are. However, this has been challenging due to the difficulty in scoping a number of similar products into the target market appropriately. To address this challenge, this study devised a novel method for acquiring reliable market intelligence utilizing the Sentence-RoBERTa (SRoBERTa) model, a pre-trained language model (PLM) specialized in computing sentence similarity. The SRoBERTa model was fine-tuned with 26,248,771 data on product relations and built a product-specific SRoBERTa model (named Pro-SRoBERTa) for effectively identifying the products that fall within the market scope. It outperformed the untrained model by up to 82.8 % on the hierarchical product categorization task. Finally, the Pro-SRoBERTa model was applied to determine the scope of the market followed by obtaining diverse market intelligence. The analysis module was successfully implemented in the market information system using a large-scale, real-world dataset.

Implementasi Sosial Media Marketing Cv.Padang Gadget Indonesia Cabang Solok Melalui Sosial Media Instagram Pada Program Akhir Tahun 2023

This research aims to identify the implementation of social media marketing on the Solok branch of CV. Padang Gadget Indonesia via social media Instagram at the end of 2023 program, both in terms of strategy, implementation, and challenges. The social media marketing strategy implemented by CV. Padang Gadget Indonesia Solok branch is to improve brand awareness, increase sales, and expand market reach. As one of the most massive sources of information, social media is a very effective and efficient marketing channel. To describe this research, researchers used the AIDDA theory. In this theory there are 5 (five) stages / social media marketing strategies, namely Attention, Interest, Desire, Decision, and Action. This research uses descriptive qualitative methods, research that produces descriptive data in the form of writing or speech, as well as the behavior of people being observed. This method is applied to describe and analyze phenomena, events, social activities, attitudes, beliefs, perceptions, thoughts of people individually and in groups. CV. Padang Gadget Indonesia Solok branch has implemented the AIDDA theory in the social media marketing strategy they implement. For each content produced for each AIDDA theory, CV. Padang Gadget Indonesia Solok branch focuses on 3 (three) important points, which are the choice of appearance/design and content that suits the target market and a consistent narrative. In the end of 2023 program, social media marketing implementation strategy of CV. Padang Gadget Indonesia Solok branch succeeded in showing positive results. This can be seen from the increase in sales and improvements in insight on social media Instagram @padanggadget_solok. Meanwhile, the obstacle faced is managing the content creation schedule. The strategies implemented are also always evaluated at the end of each month or each program. Through this strategy, CV. Padang Gadget Indonesia Solok branch is able to become the top-of-mind and remains the main choice for their target.

Entrepreneurship Training About Business Plan Fisheries In Kediri

Empowerment is an activity that provides materials and training to participants to make their lives more prosperous. The aim of this empowerment is to provide education to the community regarding businesses in the fisheries sector in urban areas. The method for this empowerment is by delivering material, questions and answers, as well as practice in filling out a draft business plan outline. The result of this empowerment is that participants gain knowledge about the things needed in a business plan, such as research, creating a company profile, determining business goals, preparing supporting documents, explaining business details, making a marketing plan, adapting to the target market, and making a feasibility analysis. business.

Tourism live streamers as brand ambassadors: investigating their impact on destination brand value through social exchange theory

Purpose This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors. Design/methodology/approach A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling. Findings The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables. Originality/value This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.

MODEL INDUSTRI BISNIS MEDIA MASSA PADA ERA PERKEMBANGAN ARTIFICIAL INTELLIGENCE (AI) DI INDONESIA

Abstract This study aims to contsruct a mass media bussiness industry model in the era of artificial intelligence (AI) development in Indonesia. The development of artificial inteligence technology in Indodesia, espesially in mass media industry, makes it possible to apply this technology. The object of the study in mass media bussiness industry model in AI development era is bussiness communication and the subjects are informants from mass media who apply digital in running their bussines. This study was designed as qualitative study with contsruction paradigm and case study analysis. The results of the study are 1). The bussiness industry concept of mass media “Ayo Bandung” in the era of AI development have a role as bussiness booster “Ayo Media” in an integrated solution communication bussiness with one window service concept. Ayo Bandung develops an online news and through more social media actively with news content more focus on regional news emphasizing in basic bussiness aspect, target market and creativity looking for ideas for creating regeneration 2). Mass media bussiness industry model whichis Ayo Bandung have 10 keys the era of artificial intelligence development, including Customer Segment​, Value Proposition, Channels, Customer Relationship, Revenue Streams, Key Resource, Key Activities, Key Partnership, Cost Structure dan Technology Applied

Investigating the physicochemical properties, sensory profile and consumer acceptability of beetroot dark chocolate.

The incorporation of functional food ingredients in chocolate that seek to eliminate, if not completely, most of the added sugar content, as well as the use of alternative chocolate production techniques, have gained popularity in recent years. This study aimed to incorporate red beetroot powder into dark chocolate and investigate the effect of red beetroot powder concentration and processing time in a melanger on the physicochemical properties, sensory profile and consumer acceptability of beetroot dark chocolate. The addition of red beetroot powder increased the moisture content, particle size distribution and hardness of the chocolates, while the opposite was true for processing time with no effect on the colour. Except for taste, which had an average score of 3.2 ± 1.8 on the 7-point hedonic scale, consumers scored all the other sensory attributes of the chocolates above 4.0. Among the chocolates with red beetroot powder, samples with a 15% red beetroot powder addition had a high average overall acceptability score of >5, while the 30% sample scored <4. Red beetroot powder can be used to replace sugar in dark chocolate without affecting its physicochemical properties, sensory profile or consumer acceptability. However, the target market should be considered when determining the level of red beetroot powder incorporation in terms of chocolate taste. This research has the potential to improve the overall health-promoting properties of dark chocolate by eliminating added sugar (partially or completely). It would also help to diversify beetroot utilization, allow small-scale processors to venture into chocolate production and expand the small-scale chocolate value chain. © 2024 Society of Chemical Industry.

PENGARUH KOMUNIKASI PEMASARAN, HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada CV. Pacific Andre Anton di Situbondo)

Increasing business competition certainly requires the right marketing strategy, so that business can run effectively and efficiently. Offering high-quality products and communicating with consumers appropriately are two examples of consumer behavior in the target market that business people must know. The purpose of this study was to analyze the effect of marketing communication, price, and product quality on consumer satisfaction through purchasing decisions. This research is explanatory research. The population in this study were consumers of CV. Pacific Andre Anton in Situbondo. The sampling technique was determined by purposive sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model-Partial Least Square (PLS-SEM). The results of the direct effect hypothesis test with the Smart PLS 3.0 application, show that marketing communication has a significant effect on purchasing decisions. Price also has a significant effect on purchasing decisions, then product quality has no significant effect on purchasing decisions, marketing communication has a significant effect on customer satisfaction, price does not have a significant effect on customer satisfaction, product quality has no significant effect on customer satisfaction, and purchasing decisions have a significant effect on customer satisfaction. The results of the indirect effect hypothesis test show that the variable marketing communication on customer satisfaction through purchasing decisions has a significant positive effect, price on customer satisfaction through purchasing decisions has a positive but insignificant effect, product quality on customer satisfaction through purchasing decisions has a negative but insignificant effect.

Evaluation of Determining the Best Product Promotion Media Decisions for MSMEs with ROC Ranking Technique and SAW Ranking Method

Micro, Small, and Medium Enterprises (MSMEs) face challenges in determining effective promotional media to increase sales of their products. This research aims to evaluate and determine the best promotional media for MSMEs using the ROC (Rank Order Centroid) ranking technique and the SAW (Simple Additive Weighting) method. The criteria used include Advertising Costs, Target Market, Promotion Time, and Brand Image. Based on the calculation of criteria weights with the ROC technique and evaluation of alternatives with the SAW method, Social Media was found to be the best promotional media, followed by Search Engines and Product Collaboration. Social Media has advantages in low cost, wide target market reach, and promotional flexibility and effectiveness. Search Engines and Product Collaboration also showed good results in reaching the target market and promotional flexibility. In contrast, Print Media ranked the lowest due to limited reach and high costs. This research provides guidance for MSMEs in choosing the right promotional media and optimizing resources for maximum promotional results.

ANALYSIS OF SEGMENTATION AND TARGETING OF JEANS IN JAKARTA

Jeans are a significant part of the global apparel industry, with a vast market. This research aims to analyze how the jeans segmentation is formed and who exactly is the target market. The population in this study were all groups who wear jeans in Jakarta. The technique used in determining the sample was purposive sampling with a total of 161 people. The type of research used in this research is descriptive research using the hierarchical procedure method to search for segmentation. This analysis aims to see whether there are significant differences between each cluster or group formed. Then, in searching for target markets, this research uses a non-hierarchical procedure method. From the results of the analysis, 2 clusters were formed where the 2nd cluster was selected as the target market. It is hoped that the results of this analysis can provide input to jeans business actors to be able to attract more potential consumers and accurately. This study employs sentiment analysis to delve into the preferences and opinions of jeans users in Jakarta, offering fresh insights for businesses to develop more effective marketing strategies and understand market trends, consumer preferences, and growth potential.

Penerapan Model Design Thinking Pada Perancangan Aplikasi Informasi Desa Wisata Kabupaten Bantul

Tourism actors in the current technological era have implemented information systems. With the rapid growth of tourist villages in Bantul Regency, there is a need for promotion and digital information delivery media. However, in developing digital media it is also necessary to pay attention to aspects of the users who are the target market. The design of the application called sidewi mobile (mobile tourist village information system) is based on user experience and needs, using the Design Thinking methodology which has five stages as follows: Empathize, Define, Ideate, Prototype, and Test. The design of the Sidewi mobile application was created using FIGMA software. This research has direct benefits, namely that it can be used as a benchmark for design needs before the development process. The results of the design are then tested using the usability testing method. Using a user friendly design approach and conducting testing using usability testing with the results of five users being able to complete the testing proves that when it was created using user experience there were no significant difficulties when used and it covered all needs.

Sustainable Thermal Comfort by Age Group in Shopping Malls: Multi-Year Winter Surveys in a Severely Cold Region

The current Chinese standard utilizes a single thermal comfort index guide to regulate indoor parameters for public buildings. However, heating, ventilation, and air conditioning (HVAC) settings often do not align with the occupant’s needs. To address this, a 2-year winter field survey was conducted in four large-scale shopping malls across severely cold regions of China, considering the complex age structure of mall visitors. Physical environmental parameters were measured, and a subjective questionnaire yielded 1464 valid responses. Neutral temperatures for different age groups were 17.4 °C for children (0–12 years of age), 19.3 °C for early youth (13–24), 20.0 °C for mature youth (25–44), and 23.3 °C for middle-aged adults (45–59). The limit of the 80% acceptable temperature range for the children and early youth was lower than the current Chinese GB 50736 standard, suggesting that HVAC temperatures for the corresponding shopping malls can be appropriately reduced for the target consumer groups. Significant differences occurred between customers’ demand for thermal environments in shopping malls and various standards. These findings provide valuable insights into energy-efficient architectural design and operational management of shopping malls in the Shenyang area, promoting the sustainable development of human thermal comfort environments.

Brand Awareness : Pt Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through the event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its partners have succeeded in increasing brand awareness

MARKET SEEKING OF AMERICA IN MERSIN IN THE LATE OTTOMAN PERIOD

The capitalist economy and industrial revolution developments, dominated the world conjuncture in the 19th century, formed the political infrastructure of European states. The gradual development of production technologies with the industrial revolution caused western countries to search for markets to sell manufactured goods and raw materials to put production Technologies into practice. Commercial firms were marketing their products through intermediary firms or individuals by determining the target market they identified. They run a series of promotional campaigns to make the products or services of companies preferred by people. How these marketing techniques were used by American companies in Mersin, which was a quite new and open port to growth and demand in the late 19th and early 20th centuries, can be found in the letters of American Consulate. The knowledge about the marketing techniques applied by American companies, has been obtained from the letters of the American Consulate. The aim of the study is to reveal how the search for the market in Mersin, port city, which was open to growth in the late 19th century and early 20th century, was carried out by these numerous American companies.

Strategi Pemasaran dan Branding dalam Wirausaha Kopi Botol

This research analyzes marketing and branding strategies in bottled coffee entrepreneurship, with a case study of Hammam Thoriq Majid's Bolo Coffee business. The research objectives are to identify target markets, analyze competitive positions, develop differentiation strategies, evaluate marketing channels, design branding strategies, and provide practical recommendations for Kopi Bolo entrepreneurs. The research method used is qualitative, with data collection through literature study, interviews and observation. The research results show that effective marketing and branding strategies include understanding the target market, utilizing social media, managing relevant content, strong brand identity, measuring campaign effectiveness, and commitment to quality and innovation. Competitor analysis and consumer interest surveys also provide valuable insights for designing strategies relevant to market preferences. This research provides an academic contribution in developing marketing and branding concepts for bottled coffee entrepreneurs, as well as a practical guide for Kopi Bolo and similar businesses in facing dynamic competition.