Target Market Research Articles

Standardization versus adaptation of marketing mix in international markets: A systematic literature review

This study examined standardization versus adaptation of marketing mix in international markets. It was carried out to explore the scholarly arguments for both standardization versus adaptation of marketing mix in international markets. It also explored the position of extant scholars on the choice between standardization versus adaptation of marketing mix in international markets. The study adopted systematic literature review methodology. The population of the study comprised 4,128 relevant articles obtained from five credible research databases. The article selection procedure was facilitated by a set of inclusion-exclusion criteria and the PRISMA framework. This resulted in the inclusion of 79 relevant articles published between 2017-2023 for the review. The articles were reviewed using in-depth content analysis method. The first finding of the study revealed that the major scholarly arguments for standardization can be grouped into 16 categories, including: economies of scale and cost efficiency; global brand image and recognition; among others. It was also found that the major scholarly arguments for adaptation can be grouped into 13 categories, including: cultural differences; legal and regulatory environment; among others. The last finding is that majority of extant scholars proposed a hybrid approach (glocalization), which combines elements of both standardization and adaptation to create a strategy that is globally consistent yet locally relevant. Therefore, the study advises international marketers to conduct comprehensive market research before adopting a glocalization strategy. This entails understanding local consumer behaviours, preferences, cultural nuances, and economic conditions in order to craft marketing campaigns that align with local culture, values, and traditions of the target market.

Perancangan Strategi Pemasaran pada Coffee Shop dengan Metode SWOT dan QSPM

Marketing strategies in cafés are essential to attract and retain customers. This can be done through the use of social media and influencers, as well as ensuring product quality, service, and speed. Ruang Warga is a café in Jombang district. The implementation of inappropriate marketing strategies during the pandemic has made it difficult for Ruang Warga café to survive in today's business competition. Judging from January to May, visitor data is not stable and has even decreased with 1731 visitors in February. The purpose of this study is to implement a product marketing strategy using the SWOT and QSPM methods. This research uses SWOT and QSPM methods which are useful for knowing internal and external factors that can affect product sales. Then with the proposed improvements to increase consumer attractiveness to face market competition. The results of the SWOT analysis obtained three alternative strategies with the QSPM matrix to determine the strategic priority ranking. With the results of TAS 6.81, namely by prioritizing and developing marketing through social media by reaching a wider target market and making it easier to increase cafe branding. By prioritizing and developing marketing through social media, it can reach a wider target market and make it easier to increase cafe branding.

A cutting-edge data envelopment analysis model for measuring sustainable supplier performance like never before

One of the challenges for suppliers is to increase their market share due to the limited target market. In other words, in the supply chain, the demand for suppliers' products is limited. Therefore, suppliers produce a determined share of the required amount by producers. However, when it comes to the share in the amount of output among suppliers, the output of suppliers in this indicator is interdependent. In the classical data envelopment analysis (DEA) models, there are no models that assess the suppliers according to the dependence of at least one output on each other. In this paper, a model is presented that can assess sustainable suppliers in the presence of interdependent output among suppliers by using DEA models and their extension. It can also determine the total benchmarks of decision making units (DMUs) in such a way that satisfies the interdependent output constraint. In other words, benchmarks are not determined independently. Ultimately, an approach is presented to determine efficient projections for inefficient DMUs by considering the concept of interdependent output. To represent the applicability of our proposed model, a dataset for two consecutive years including 32 sustainable suppliers with consideration of interdependent output has been implemented using the model presented in this paper. The resulting sustainability has been compared with a classical model.

How Fast-Moving Brands Can Enhance Market Share through Pricing Strategy

With the ever-changing business environment, new opportunities arise for the development of fast-moving brands. Facing fierce market competition and diversified consumer demands, fast-moving brands should fully leverage the advantages of pricing strategies, which serve as a bridge between the brand and consumers and are a key means to increase market share and achieve long-term profitability. An appropriate pricing strategy can precisely meet the needs of target consumers, create a unique brand image, and thus stand out in fierce market competition. Additionally, pricing strategies can also respond to market changes through price adjustments, maintaining brand flexibility and adaptability. However, formulating an effective pricing strategy requires consideration of multiple factors. Fast-moving brands need to deeply understand the needs and characteristics of their target market, closely monitor competitors' pricing strategies, and adjust their own pricing strategies accordingly, thereby maintaining competitiveness in the changing market environment and achieving steady growth in market share.

An Evaluation of Digital Marketing in Critique

Opinions on a few current and forthcoming marketing trends are discussed in this article. Recent literature and events in the business sector serve as the basis for the material. The study's foundation is secondary data. The research utilises published and online literary sources. Numerous papers, studies, reports, newspapers, magazines, webpages, and online data have all been examined. In India, there has been a significant shift towards digitization. More and more consumers are turning to the internet instead of traditional or conventional means while looking for the greatest offer from suppliers around India. We found in this study that digital marketing services, including search engine optimisation (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, can be very beneficial to businesses. These services are also becoming more and more common as technology advances and include e-books, optical discs, games, and social media optimisation. It has been shown that Facebook and WhatsApp have connected us all, and that social media's growing popularity is giving digital marketers new ways to reach out to consumers online. Understanding why consumers produce content about a brand or shop is crucial because it gives us a better understanding of the factors that drive user behaviour. Digital marketing is very economical and beneficial to the company's bottom line. This study supports the notion that understanding the social media platforms that a company's target market uses is another important component of successful online marketing. It is possible to analyse the efficacy of Internet marketing in relation to various businesses. The study may be expanded to examine internet marketing strategies tailored to different types of organisations. Keywords: - Digital marketing, social media, internet, marketing trends, and digitization

RESEARCH ON BRAND ANALYSIS OF NEXA

The analysis of NEXA as a Premium Brand is the goal of this study. Maruti Automobile Brands are not regarded as premium brands, as is well known. As the primary target market since the company's founding, the Indian market is seeing significant growth in sales and recognition for the distinctive and prominent Indian brand NEXA. India's top automaker, Maruti Suzuki, has done a great job of holding onto its coveted title for a number of years. Nevertheless, Maruti Suzuki was not expected to control more than 60% of the market when the industry was opened up in the early 1990s. This business was not without its share of issues, though. Perception was the main problem the organization was dealing with at the time. Maruti's sincere attempt to appeal to a tech-savvy and brand-conscious generation of customers is NEXA, the next generation showroom.

A Comparative Analysis of Cosmetics Companies

This paper focuses on three cosmetics companies: Coty, Johnson & Johnson, and Estee Lauder. First of all, we collected some questionnaire survey data, in 2021, 68% of respondents believe that the price of beauty products is more important, 56% of respondents believe that appearance is first, and only 8% are strongly influenced by advertising. Therefore, we believe that the influence of advertising is declining, and the quality of the product itself and the comprehensive competitiveness of the enterprise are becoming more important. Then we learned more about the background and history of the three companies. We then analyze each company's raw material issues, which can reflect each company's target market, operations and business risks. In addition, we analyzed pricing, which can reflect the target product market and product depth of different makeup companies. Not only that, the company's business orientation and forward-looking is also what we need to understand. Finally, after synthesizing the above analysis, we believe that Coty's business risk is the largest, and the other two are not different.

The Impact of Traditional and Digital Media on Brand Marketing Strategies -- A Case Study of the Liuliu Mei Brand

With the rise of multiple digital media such as social media and the continued presence of traditional media outlets, brand advertising strategies across multiple mediums have become increasingly diverse. This paper takes Liuliu Mei brand as a research subject to explore its marketing strategies and the resulting marketing outcomes such as user engagement on both traditional and digital media platforms, and briefly analyses the difference between its strategies and their outcomes. Through the use of literature analysis, case study methodology and comparative research, this paper aims to examine the specific strategies adopted by brands for marketing on both media, the results and the reasons for the differences. This paper finds that in traditional media, brands chose TV ads, ladder media, metro media ads and other channels to achieve high exposure and coverage; while in digital media, they chose to differentiate and promote different features of social media to achieve precise targeting and high participation marketing results.

Analisis Daya Saing Komoditas Vanili Indonesia di Pasar Internasional

Indonesia is a country that has a good climate for the growth of agricultural plants such as spices. One of the spices, namely vanilla, is a plant that can grow in tropical climates. Vanilla is a spice that is in great demand on the international market considering its benefits in the food, pharmaceutical and cosmetics industries. The target market for vanilla exports in Indonesia is developed countries. This research aims to analyze the competitiveness of Indonesian vanilla exports in the international market, using descriptive statistical analysis methods, Revealed Comparative Advantage (RCA), and Export Product Dynamics (EPD). The data used is secondary data for the 2018-2022 period. The results of the analysis show that the average RCA value is more than one, which means that Indonesian vanilla has strong competitiveness and the EPD analysis shows that the competitiveness of Indonesian vanilla is fluctuating. The results of the analysis show that Indonesia has strong comparative competitiveness of vanilla in destination countries by continuing to increase production levels and maintaining good quality so that it can continue to compete in the international market.

Consumers' interaction with online fashion retailers' body measurement guidance

PurposeOnline fashion retailers offer body measurement guidance, alongside their target consumer body size charts and fit information, to help consumers select the right size garment as the garment cannot be tried on. Its use by retailers suggests it can act as a means of mitigating garment returns as there has been a noted increase in returns due to incorrect size selection even though body measurement instructions are provided online. The purpose of this research is to determine how consumers interact with body measurement guidance, how they interpret it and use it, thereby interrogating its efficacy.Design/methodology/approachAn exploratory investigation was undertaken. Thirty participants were recruited and given a choice of fashion retailers' body measurement guidance and a tape measure. They took their body measurements over their clothes. A technician repeated the task, thereby providing two sets of body measurements. A paired t-test determined if there was a significant difference in both values in terms of their mean. Technicians also documented their observations of how the participants interacted with the task. The content of the fashion retailer measurement guidance was then compared to that of published anthropometric guidance for surveys.FindingsParticipants were familiar with the guidance and tape-measure; they were able to self-measure. The fashion retailer measurement guidance, however, lacked detail/clarity in visuals and written content when compared to anthropometric guidance. Interpretation of the guidance differed between participant and technician. This resulted in a significant difference in circumference measurements for the bust/chest and hips, yet no significant difference in waist and inside-leg measurements. For measurements that were difficult to take unaided, participants devised novel practices which resulted in little divergence from the technician taken body measurements. The results question the guidance efficacy in its current form.Originality/valueThere has been no study which addresses how consumers interpret and interact with fashion retailers' online measurement guidance. This is important as this can mitigate garment returns. This research provides insight to influence fashion retailers' measurement guidance policy. It also adds to the existing body of knowledge surrounding anthropometric practice for clothing.Research limitations/implicationsThe findings indicated that fashion retailers need to revise their body measurement guidance content. The content needs to be more comprehensive but still use accessible language and visuals. The broader implications of this study highlight that traditional anthropometrics for self-taken body measurement needs developing as an emerging concept through clothing-related academic study.Practical implicationsFashion retailers' measurement guidance needs to be more comprehensive but still use accessible language and visuals. The broader implications of this study highlight that traditional anthropometrics for self-taken body measurement needs further investigation and documentation as an emerging concept through clothing-related academic study.

The Impact of Multinational Entrepreneurship Team Structure on Entrepreneurial Products: A case Study of Chinese Entrepreneurs’ Entrepreneurship in the Indonesia Milk Tea Market

The entrepreneurial team is one of the key factors for entrepreneurial success. An excellent entrepreneurial team can effectively integrate resources, overcome difficulties, seize opportunities, and ultimately achieve entrepreneurial goals. The knowledge structure of the entrepreneurial team will affect its understanding and judgment of the target market, which will in turn affect product positioning, design and development of product functions, and product pricing strategies. This study uses grounded theory research methods to process original data and analyze related issues.

Strategi Komunikasi Pemasaran MAD For Makeup dalam Menciptakan Brand Image Sebagai Merek Kosmetik untuk Gen Z

This research discusses the marketing communication strategies implemented by MAD For Makeup in an effort to create a brand image as a major player in the cosmetics industry, especially in attracting attention and building engagement with the Generation Z target market. The research method involves a comprehensive analysis of the marketing communication campaigns carried out by MAD For Makeup, with a focus on the use of social media, celebrity endorsements, and product innovation. This research aims to evaluate the extent to which this communication strategy has succeeded in creating a strong and relevant brand image for Generation Z consumers. The findings of this research are expected to provide in-depth insight regarding the impact of marketing communication strategies on brand perception among Generation Z, as well as provide guidance for the cosmetics industry in understanding dynamic market preferences and expectations.

LITERATURE REVIEW: SIARAN LANGSUNG TIKTOK TERHADAP KESADARAN MEREK, KEPERCAYAAN MEREK, DAN KEPUTUSAN PEMBELIAN

This research examines the influence of TikTok live streaming in the context of marketing and consumer behavior. It aims to provide deeper insights into how TikTok live streaming affects consumer behavior, including enhancing brand awareness, strengthening brand trust, and influencing purchase decisions. The method used in this research is qualitative research with a literature review approach. The results of the study indicate the importance of TikTok live streaming in the context of marketing and consumer behavior. Marketing strategies utilizing live streaming need to be tailored to the characteristics of the target market and the desired objectives. Creating brand awareness and generating engaging content on social media can enhance consumer trust and drive purchase decisions.Kata kunci: Interaktivitas, Kepercayaan merek, Keputusan pembelian, Kesadaran merek, Siaran Langsung TikTok

The Challenges of Developing an Indonesian Travel Corridor: Bintan Resorts in Singapore as a Study Case

Indonesia has the best international cross-border tourism called Bintan Resorts or better known as Lagoi. The emergence of Covid-19 made the tourism sector in Lagoi slumped. This condition makes Bintan Resorts and tenants, local governments, and the central government strive to revive Lagoi tourism through promotion by using a business diplomacy strategy through a travel bubble approach to attract Singaporean tourists as Lagoi's main target market. This research uses a qualitative method that shows the results that the concept of a travel bubble between Bintan Resorts and Singapore has not been fully implemented. This is because Indonesia's diplomacy has not been followed by domestic policies that are consistent and of the same standard as Singapore. This study argues the need for a middle ground in the form of a mutual agreement, where the Indonesian government can apply all Singaporean requirements as national standards, especially in tourism management. Keywords: Economy; Management; Travel Bubble; Business; Building Capacity

A study of facilities offered by various Aqua Tourism Destinations in Nagpur City

Nagpur is also popularly called the Orange City; it is the second largest city in Maharashtra. Aqua tourism destinations in Nagpur are one that features water play areas, such as swimming pools, water slides, splash pads, spray grounds (water playgrounds), lazy rivers, or other recreational bathing, swimming, and bare footing environments. Their demand has increased due to facilities that offer indoor/outdoor attractions and amusements. Visitors to a water park will travel up to 25% of the time they plan to spend at the water park. The young and pre-teen age groups are the target market for water parks. The study has been conducted through observation method concerning directly with the objective of the study which was a unique experience of sailing or cruising to explore destinations of water tourism in Nagpur city. This descriptive research is done through SWOT analysis that is analysing and determining their Strength, Weakness, Opportunities and Treats. The conclusion of the study the key success of the aqua tourism destinations are its safety and security appeal for a family vacation. These destinations may also need to be equipped with some type of artificial surfing or boarding environment such as a wave pool flow rider. It is a facility for enjoying a pool and related water features, and it is sometimes referred to as a leisure space with various recreational facilities. This growth might bringthe First, they offer a relatively high level of safety and security that appeal to guests for aquatic recreation. Second, take advantage of their primary appeal to children and teens. Water parks are increasing their appeal to the aging baby-boomer generation by not only providing entertainment options for children and grandchildren, but by providing older adults with access to hydrotherapy, aquatic fitness, and spa services. The key success of the aqua tourism destinations are its safety and security appeal for a family vacation. Keywords: Tourism, Aqua-Tourism Destination, SWOT-Analysis, Water park, Boarding environment, Recreational facilities.

229 Effects of sire line on survivability traits of commercial pigs sired by PIC 800 or a North American competitor Duroc Line from birth to market

Abstract This study aimed to evaluate differences in survivability traits on pigs originating from two sire lines from birth to market. A total of 28,426 commercial pigs sired by either PIC 800 boars (n = 13,960 pigs) or a North American competitor Duroc line (Sire A; n = 14,466 pigs) were used in this study. PIC Camborough sows from 2 sister-sow farms were bred using semen from both genetic lines was mated equally and randomly across sows to ensure sire lines and parity of dams were balanced across farms. Pigs were individually identified at birth by genetic line and cross-fostering was done following standard farm practices. At weaning (average wean age 22 d of age, average body weight 6.8kg), pigs from both lines were sent to nurseries or Wean-to-finish sites (n = 11,541 PIC 800 and n = 11,922 Sire A), comingling in the same barns and pens. Starting inventories for each genetic line were recorded at weaning for all sites, end of nursery (4 wk post weaning), and 1 to 2 wk before start of marketing (target market weight 127kg at 160 d of age). For each production period, information on mortality and morbidity traits (n = 10,600 PIC 800 and n = 10,974 Sire A) was collected. Data were analyzed using R separately for each production period (i.e., Pre-weaning, Grow-to-finish, and Wean-to-finish) and not pooled from birth to market due to some groups not being kept intact. Morbidity and mortality data were analyzed using binomial models with a fixed effect of sire line and a random effect of sow farm or nursery/wean-to-finish site for pre-wean traits or post-weaning traits, respectively. Pigs from farms without removal reason record were excluded from analysis of removal reasons (Table 1). Overall pre-wean mortality was less (P ≤ 0.05) for PIC 800 pigs than Sire A pigs (8.5 vs. 9.6%, for PIC 800 and Sire A, respectively), mostly due to having fewer (P ≤ 0.05) pigs laid-on (4.8 vs 5.9%, respectively). At 4 wk post weaning, PIC 800 pigs had less (P ≤ 0.05) fallout rate than Sire A pigs (2.5 vs 3.5%, for PIC 800 and Sire A, respectively), with no differences (P > 0.05) in mortality rate (1.2 vs 1.3%, respectively). Grow-to-finish morbidity and mortality rates were less (P ≤ 0.05) for PIC 800 (2.1 and 1.3%, for morbidity and mortality rates, respectively) compared with Sire A (2.5 and 1.8%, respectively). Likewise, wean-to-finish morbidity and mortality rates were less (P ≤ 0.05) for PIC 800 (2.5 and 3.7%, for morbidity and mortality rates, respectively) compared with Sire A (3.0 and 4.7%, respectively). Results suggest PIC 800 sired pigs consistently had lower incidence of morbidity and mortality than Sire A pigs across all stages of production included in this study.

WHY GOOGLE GLASSES FAILED?

In this research paper we are basically trying to find out why Google Glasses failed as a product in the market. Google Glasses was launched back in 2012 as a product that created a lot of buzz in the market as “Wearable Smart Glasses”. But it never managed to effectively capitalise on the hype that surrounded the product and failed in capturing the market share and did not turn out as a money-making product. On the contrary, Google lost $895 million and incurred heavy losses and ultimately had to give up on the product. It failed to captivate the imagination of the people and people were not really interested in the product. When we dig deeper into the problem, we found several loopholes and flaws in the product, and in the basic business idea on the fundamental level. First of all, the designers of the idea and the product lacked the clarity as to whether the glasses would be considered as a fashionable device or just stand out as a utilitarian product. The problem was also with the price of the product, as this was so expensive that only the rich could afford and hence inaccessible to the masses and a limited target market. The people were also concerned with the privacy aspect as the current generation is quite conscious about their data being recorded and people did not really like this aspect of Google Glasses. People were even concerned with the safety of this product. People were not really great fans of the design of the glasses and generally regarded the product as uncool. Moreover, the grim problem of low battery life on the glasses was another major flaw. Nobody likes it, if they have to charge their product every now and then, it really drops the satisfaction level, and this happened with Google Glasses as well. The design of the glasses was unappealing and the glasses regularly faced heating and language issues. So overall these were the factors we found out that contributed in the product ending up as a huge failure in the market, despite the fact that it had a huge brand value as the likes of Google backing it up.

ADAPTING THE MARKETING MIX: ANALYSIS OF INDIAN COMPANIES IN RESPONSE TO COVID-19 FOR CUSTOMER RETENTION

The worldwide coronavirus pandemic has touched the lives of countless individuals. As of September 2020, the World Health Organization (2020a) reported about 29 million confirmed cases of COVID-19, with over 900,000 fatalities. Quickly spreading from its January origin in China, the virus reached neighbouring nations. The United States has more than 6 million infected people, making it the country with the highest number of confirmed cases. Because the virus can spread so quickly from person to person, several countries have put travel bans, non-essential company halts, and stay-at-home orders into effect. The epidemic's detrimental impact on the economy is unrelated to people's health. According to Cantore, Hartwich, Lavopa, Haverkamp, Laplane, and Rodousakis (2020), a lot of countries are experiencing a recession irrespective of how much of an impact COVID-19 had on their income. Many people have made rapid lifestyle changes in response to this health crisis. Supply chain management, resource allocation, and marketing are just a few areas where many businesses struggle when attempting to alter their standard operating procedures. A company's marketing strategy needs to be flexible enough to adapt to the changing needs of its target market if it wants to minimize losses and maximize gains. Studying the effects of a pandemic on the economy and the ways in which marketing tactics have evolved is essential.

ADAPTING THE MARKETING MIX: ANALYSIS OF INDIAN COMPANIES IN RESPONSE TO COVID-19 FOR CUSTOMER RETENTION

The worldwide coronavirus pandemic has touched the lives of countless individuals. As of September 2020, the World Health Organization (2020a) reported about 29 million confirmed cases of COVID-19, with over 900,000 fatalities. Quickly spreading from its January origin in China, the virus reached neighbouring nations. The United States has more than 6 million infected people, making it the country with the highest number of confirmed cases. Because the virus can spread so quickly from person to person, several countries have put travel bans, non-essential company halts, and stay-at-home orders into effect. The epidemic's detrimental impact on the economy is unrelated to people's health. According to Cantore, Hartwich, Lavopa, Haverkamp, Laplane, and Rodousakis (2020), a lot of countries are experiencing a recession irrespective of how much of an impact COVID-19 had on their income. Many people have made rapid lifestyle changes in response to this health crisis. Supply chain management, resource allocation, and marketing are just a few areas where many businesses struggle when attempting to alter their standard operating procedures. A company's marketing strategy needs to be flexible enough to adapt to the changing needs of its target market if it wants to minimize losses and maximize gains. Studying the effects of a pandemic on the economy and the ways in which marketing tactics have evolved is essential.

Product Branding and Customer Patronage of Champion Breweries Plc’s Products, Uyo, Akwa Ibom State, Nigeria

The study examined the effect of product branding on customers’ patronage of Champion Breweries products in Uyo, Akwa Ibom State. The research design adopted was a survey research in which 400 questionnaires were administered to the respondents, out of which 361 were duly filled and returned. Two hypotheses guided the study while regression analysis was used to analyse the data collected. Findings revealed, amongst others, that brand awareness (R2 = 0.885, P<0.05) and brand image (R2= 0.958, P=0.000) have a positive and significant effect on customers’ patronage of Champion Breweries’ products. Based on the findings, it was concluded amongst others, that branding significantly affects customers’ patronage of Champion Breweries products in Uyo. From the findings and conclusion, the study recommended that the Management of Champion Breweries, Uyo should endeavour to expose their brands to their target market using appropriate promotional mix elements to enhance brand awareness and brand image as the patronage of Champion Breweries Products is determined by them.