The influence of the external environment on the formulation of marketing strategy

2018 ◽  
Author(s):  
Katarina Radlovački ◽  
◽  
Željko Ondrik ◽  
Nemanja Stojković ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
External Environment

scholarly journals The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy

2021 ◽  
Vol 129 ◽  
pp. 02020
Author(s):  
David Vrtana
Keyword(s):  
Marketing Strategy ◽  
External Environment ◽  
Value Added ◽  
Shopping Behavior ◽  
Behavioral Characteristics ◽  
Purchasing Behavior ◽  
Global Brand ◽  
Brand Marketing ◽  
The Right ◽  
The Impact

Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s. Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration. Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic. Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy.

scholarly journals STRATEGI PEMASARAN OBAT HEWAN SATWA UNGGUL BLITAR (Studi Kasus Di Desa Sanankulon Kecamatan Sanankulon Kabupaten Blitar)

2017 ◽  
Vol 11 (1) ◽  
pp. 6
Author(s):  
Imam Faozi ◽  
Errythrina Vinnifera Arnyke
Keyword(s):  
Marketing Strategy ◽  
Descriptive Analysis ◽  
External Environment ◽  
Personal Selling ◽  
Secondary Data ◽  
Distribution Patterns ◽  
Marketing Mix ◽  
Primary Data ◽  
Price Distribution ◽  
Marketing Mix Strategy

The purpose of this study is to examine the marketing mix strategy that has been applied by the company in its business development, to analyze the internal and external environment condition faced by PT Satwa Unggul, to formulate the best alternative marketing strategy of PT Satwa Unggul by considering the company environment to be able to compete in the market. The data collected are primary and secondary data that are qualitative. The research method used in this study is primary data obtained from recording and direct interviews with leaders, employees, and customers. Secondary data is obtained from the report where the company jemen and literature in the form of library materials taken from previous research. The marketing mix strategy being carried out by the company concerning the product strategy (brand awareness on the brand), pricing strategy (discounted price), distribution strategy (three distribution patterns), and promotion strategy (animal inspection and free extension services) can assessed to have successfully accommodate the needs of customers with various facilities and company benefits. Based on internal environmental analysis with Descriptive Analysis can be seen that PT Satwa Unggul has a strong internal position. This means the company has been able to use its strengths and overcome its weaknesses quite well. Company's strengths include: affordable prices, good product quality, specialized workforces, sales with personal selling, and sales targets for large farmers. While the weakness of the company in the form: strong influence of leadership, capital limitations, delay in delivery time, no exclusive contract with customers, and the absence of R & D activities. Based on the analysis of the external environment with Descriptive Analysis, it can be seen that PT Satwa Unggul also has a strong external position, because it has been able to take advantage of opportunities and can handle the threat quite well .keyword : marketing strategy, satwa unggul, analyze

scholarly journals STRATEGI PEMASARAN OBAT HEWAN SATWA UNGGUL BLITAR (Studi Kasus Di Desa Sanankulon Kecamatan Sanankulon Kabupaten Blitar)

2017 ◽  
Vol 11 (1) ◽  
pp. 6
Author(s):  
Imam Faozi ◽  
Errythrina Vinnifera Arnyke
Keyword(s):  
Marketing Strategy ◽  
Descriptive Analysis ◽  
External Environment ◽  
Personal Selling ◽  
Secondary Data ◽  
Distribution Patterns ◽  
Marketing Mix ◽  
Primary Data ◽  
Price Distribution ◽  
Marketing Mix Strategy

The purpose of this study is to examine the marketing mix strategy that has been applied by the company in its business development, to analyze the internal and external environment condition faced by PT Satwa Unggul, to formulate the best alternative marketing strategy of PT Satwa Unggul by considering the company environment to be able to compete in the market. The data collected are primary and secondary data that are qualitative. The research method used in this study is primary data obtained from recording and direct interviews with leaders, employees, and customers. Secondary data is obtained from the report where the company jemen and literature in the form of library materials taken from previous research. The marketing mix strategy being carried out by the company concerning the product strategy (brand awareness on the brand), pricing strategy (discounted price), distribution strategy (three distribution patterns), and promotion strategy (animal inspection and free extension services) can assessed to have successfully accommodate the needs of customers with various facilities and company benefits. Based on internal environmental analysis with Descriptive Analysis can be seen that PT Satwa Unggul has a strong internal position. This means the company has been able to use its strengths and overcome its weaknesses quite well. Company's strengths include: affordable prices, good product quality, specialized workforces, sales with personal selling, and sales targets for large farmers. While the weakness of the company in the form: strong influence of leadership, capital limitations, delay in delivery time, no exclusive contract with customers, and the absence of R & D activities. Based on the analysis of the external environment with Descriptive Analysis, it can be seen that PT Satwa Unggul also has a strong external position, because it has been able to take advantage of opportunities and can handle the threat quite well .keyword : marketing strategy, satwa unggul, analyze

scholarly journals Improvements of Football Clubs’ Marketing Strategies in Russian Reality

2021 ◽  
Vol 2 (16) ◽  
Author(s):  
Dmitry Panferov ◽  
Alexander Averin
Keyword(s):  
Marketing Strategy ◽  
External Environment ◽  
Integrated Approach ◽  
Well Being ◽  
Information Modeling ◽  
Or Efficiency ◽  
Football Club ◽  
Main Research ◽  
Football Clubs ◽  
Marketing Activities

Relevance and novelty. The article examines the issues related to the marketing activities of Russian football clubs in order to identify patterns in this process, as well as assessing the prospects for an integrated approach to evaluating such strategies in modern conditions, in particular, solving the issue of maximizing the effectiveness or efficiency and increasing the attractiveness of Russian football clubs in the international arena. Justification for the study. Therefore, it is the actions of specific specialists that largely determine how exactly a football club positions itself in the external environment, and also with the help of which tools it solves the problems of increasing the brand’s popularity and attracting fans to stadiums, which directly contribute to the increase in sales of related products to clubs. Marketing management in a football club as well as in companies of other industries should be based on a marketing strategy that should solve a number of specific issues and ensure that the football club is stable in the external environment even in times of crisis. In this regard, the relevance of theoretical and practical research of this problem cannot be questionable. The purpose of this study was to investigate how Russian football clubs deal with marketing activities in the new reality and consider the ways of optimizing their work. Methods. The main research methods were literary review, analysis and synthesis of information, modeling and statistical analysis. Results. As a result of the work, it was concluded that a marketing strategy is necessary for every football club, since it can be used not only to generate new ways of interacting with stakeholders, but also to create a good idea of the brand and ensure its promotion with much lower costs and problems. and also evaluate the effectiveness of brand communications. Realizing that organizational efficiency and effectiveness to a large extent depends not only on titles won, but also on financial performance, fan base growth, as well as the number of followers in social networks, which then turn into loyal fans, we can conclude that for a correct and adequate assessment of the club's marketing strategy and its overall activities requires a system that will consider these, as well as unnamed, but no less important, indicators. Conclusion. Based on the research, it is necessary to understand that the marketing strategy of a football club can significantly facilitate its task of increasing material well-being, as well as provide audience growth in the stands and brand recognition not only in the territory of a particular country, but also beyond its borders. Keywords: football, marketing, integrated approach.  

scholarly journals FORMULASI STRATEGI PEMASARAN MENGGUNAKAN ANALISA QSPM (STUDI PADA SUOKLAT CAFE DI SURABAYA)

2018 ◽  
Vol 20 (2) ◽  
pp. 114
Author(s):  
Iis Rohmawati
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Swot Analysis ◽  
External Environment ◽  
Implementation Process ◽  
External Factors ◽  
Average Score ◽  
Strategy Formulation ◽  
Internal Factors ◽  
The Media

The aim of this research is: (1) Identifying and analyzing internal and external environment of the company that influence the marketing strategy of Suoklat Cafe. (2) Formulating the alternative marketing strategy of Suoklat Cafe that is obtained from the analysis result. (3) Formulating and setting the strategy formula that is most suitable to improve Suoklat Cafe. The data collection is taken from April to August 2016 in Suoklat Cafe located in Surabaya.Internal Analysis (IFE) results the primary factor focusing on chocolate products with the score 0,172. Meanwhile, the main weakness from this business is the less appropriate management implementation process scoring 0, 117. When the two internal factors are combined, the average total score is 2, 635.External Analysis (EFE) results main opportunity that can be used by Suoklat Cafe in order to face the competition; hanging out culture in Cafe in Surabaya by 0,216. The main threat that can be obtained from the calculation shows through the strong factor of bargaining high supplier, scoring 0, 212. Based on the two external factors that is obtained, the average score is 2, 916. IE Analysis in Suoklat Cafe positions it in quadrant V, known as maintaining and preserving strategy. SWOT analysis results strategies that can be applied: (1) Maintaining the price, increasing the variation and the product quality in order to enchance the loyality and consumers' satisfactions, (2) Expanding the market share, (3) Maintaining and improving the service quality towards the consumers (4) improving the internal managemeny of the company (5) streghten the capital through cooperations with the media, the investors, and the governmeny agencies (6) analyzing the competitors to find out tje advantages and the disadvantages, and also streghten the consumer-supplier relationship to help increase the loyality (7) Improving the effeciency and effectiveness of the employee's work, expanding the location of the parking area or cooperating with local authorities, also increasing the technology. The QSPM processing results the production of main prior strategy that sets market share expansion to face the competition with TAS 6, 422. Keyword :Strategy formulation, Marketing, SWOT, QSPM.

Strategi Pemasaran Jasa Angkutan Udara PT. Merpati Nusantara Airline

WARTA ARDHIA ◽  
2017 ◽  
Vol 38 (3) ◽  
pp. 204-223
Author(s):  
Lukiana Lukiana ◽  
Lita Yarlina
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
External Environment ◽  
The Other ◽  
Market Opportunity ◽  
Strategy Formulation ◽  
External Threats ◽  
Strategic Factors ◽  
Approach Method ◽  
Set Up

The more competitive competition has demanded companies to defend and set up a marketing strategy that is appropriate and meet the conditions faced by PT Merpati Nusantara Airline. With the current number of airline companies, PT Merpati Nusantara Airline needs appropriate marketing strategy formulation that is able to create balance between internal and external environment. This study is conducted to figure out the strength, weakness and opportunity owned by the company as well as the challenge. Therefore, as a sample in this study, the author takes opinions from PT Merpati Nusantara Airline customers in Sultan Hasanuddin Airport Makassar. This study uses SWOT analysis approach method and strategic alternative matrix used to form strategic factors assessed to be able to describe clearly the opportunity and external threats as well as the strengths and weaknesses owned by PT Merpati Nusantara Airline. From the calculation of figure and rating, it shows that PT Merpati Nusantara Airline is located in the Quadrant II (-0.15:0.7) meaning that it faces a big market opportunity yet on the other hand it faces some problems and internal weaknesses. The focus of the strategy is conducted by minimizing internal problems, in order to get a better market opportunity.Persaingan yang semakin kompetitif menuntut perusahaan untuk bertahan dan menciptakan suatu strategi pemasaran yang tepat, sesuai dengan kondisi yang dihadapi oleh perusahaan PT. Merpati Nusantara Airline, yang membutuhkan strategi yang tepat dan sesuai yang dapat menyeimbangkan antara lingkungan internal dengan eksternal. Manfaat kajian ini adalah untuk mengetahui kekuatan, kelemahan dan peluang yang dimiliki oleh perusahaan serta tantangan yang harus dihadapi oleh perusahaan penerbangan PT.Merpati Nusantara Airline. , sebagai sampel dalam pengkajian ini adalah opini penumpang maskapai Merpati yang beroperasi di Bandar Udara Sultan Hasanuddin – Makassar. Metodologi yang digunakan menggunaan pendekatan analisis SWOT dan matriks alternatif strategi dipakai untuk menyusun faktor-faktor strategis yang dinilai dan dapat menggambarkan secara jelas bagaimana peluang dan ancaman eksternal yang dengan kekuatan dan kelemahan yang dimilik PT.Merpati Nusantara Airline. Dari hasil perhitungan pembobotan dan rating bahwa posisi PT. Merpati Nusantara Airline terletak pada kuadaran II (-0,15 : 0,7) yaitu menghadapi peluang pasar yang sangat besar tetapi, di lain pihak, menghadapi beberapa kendala atau kelemahan internal. Fokus strategi yang dilakukan adalah meminimalkan masalah-masalah internal, sehingga dapat merebut peluang pasar yang lebih baik.

scholarly journals ANALISIS KINERJA PRODUKSI DAN STRATEGI PEMASARAN AGROINDUSTRI KERUPUK KEMPLANG DI KOTA BANDAR LAMPUNG

2021 ◽  
Vol 8 (2) ◽  
pp. 279
Author(s):  
Andy Lareza ◽  
Adia Nugraha ◽  
Muhammad Irfan Affandi
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
External Environment ◽  
Marketing Strategies ◽  
Production Performance ◽  
Raw Material ◽  
Matrix Analysis ◽  
The Government ◽  
Quality Of Products

The purposes of this study are analyzing the production performance, identifying internal and external environment, and determining the priority of kerupuk kemplang agroindustry marketing strategy.  The location of the study is determined deliberately as the consideration the area is the production center of kerupuk kemplang agroindustry in Bandar Lampung.  The number of respondents are 14 kerupuk kemplang agroindustry owners that are randomly selected disproportionately.  Data were collected in January – February 2020.  The analytical methods used are the analysis of production performance, SWOT (Strenghts, Weakness, Opportunities, Threats) analysis, and QSPM (Quantitative Strategic Planning Matrix) analysis.  The results of the study indicated that kerupuk kemplang agroindustrial performance based on productivity aspect, capacity, quality, and speed of delivery are in good category, while based on the flexible aspects are not in good category.  The main strength of kerupuk kemplang agroindustry is the location of strategic business and close to suppliers.  Main drawback is the location of the business away from some consumers. The main opportunities are the need and high consumer interest on the product.  The main threat is the supply of reduced raw material when approaching holiday seasons.  The strategy of priority is improving the quality of products, following the bazaar organized by the government, utilizing technologies such as e-commerce and social media, collaborating with a kerupuk kemplang agent, and optimizing the utilization of strategic business locations to increase production volumes by improving cooperation with suppliers. Key words: kerupuk kemplang agroindustry, marketing strategies, production performance

scholarly journals STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN SONGKET KAIN DI TAURAI MAYANG MENYULAM TOKO DI BUKITTINGGI

2020 ◽  
Vol 15 (1) ◽  
Author(s):  
Imran Imran ◽  
Tesa Margarini Margarini
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
External Environment ◽  
Matrix Analysis ◽  
Analysis Method ◽  
The Right ◽  
Weight Table

  This study aims to determine the right marketing strategy in an effort to increase songket fabric sales at Mayang Taurai Embroidery shop in Bukittinggi. The analysis method in this research is to use SWOT analysis (Strong, Weakness, Opportunity, Threat), and IFE and EFE Matrix Analysis which is used as a measure of the company's internal and external environment. Then proceed with the analysis of the score weight table is a table that shows the scores on each SO Strategy, ST Strategy, WO Strategy, and WT Strategy. Based on the analysis that has been done previously, in order to increase sales in Mayang Taurai Embroidery shop in Bukittinggi, the strategy used by Mayang Taurai Embroidery shop is by utilizing SO (Strength, Opportunity) strategies, where SO strategies are strategies that utilize strengths and fill opportunities. existing, where strategies can be utilized by Mayang Taurai Embroidery shop  

scholarly journals PENGARUH FAKTOR LINGKUNGAN TERHADAP STRATEGI PEMASARAN DAN KINERJA PERUSAHAAN PADA INDUSTRI JASA KONSTRUKSI DI INDONESIA

2009 ◽  
Vol 5 (3) ◽  
Author(s):  
Miftahul Huda
Keyword(s):  
Marketing Strategy ◽  
Structural Equation ◽  
External Environment ◽  
Service Industries ◽  
Equation Modeling ◽  
Company Performance ◽  
Small Class ◽  
Internal Environment ◽  
Environment Variable ◽  
Industry Environment

This research is aimed examining the effects of internal environment, industry environment, external environment, and their implications toward the marketing strategy and company performance at construction service industries in Indonesian. The objectives of this research are to prove and to analyze the effect of internal environment, industry environment, external environment variable toward marketing strategy and company performance of medium and small class at construction service industries in Indonesian.This research is a causality study. The data were collected by questionnaires. Populations of this study are all medium and small class at construction service industries in Indonesian. Data analyzed using the Structural Equation Modeling (SEM) with SmartPLS.The results of the research showed the following evidents:Internal environment variable has positive and significant effect on marketing strategy of medium and small class at construction service industries in Indonesian.Internal environment variable has positive and significant effect on company performance of medium and small class at construction service industries in Indonesian.Industry environment variable has not significant effect on marketing strategy of medium and small class at construction service industries in Indonesian.Industry environment variable has not significant effect on company performance of medium and small class at construction service industries in Indonesian.External environment variable has positive and significant effect on marketing strategy of medium and small class at construction service industries in Indonesian.Internal environment variable has not effect on company performance of medium and small class at construction service industries in Indonesian.Marketing strategy variable has positive and significant effect on company performance of medium and small class at construction service industries in Indonesian.There is has not different of marketing strategy between medium and small class at construction service industries in Indonesian, except marketing strategy that oriented at prime time and service flexibility. Keywords : internal environment, industry environment, external environment, marketing strategy, company performance, and construction service.

scholarly journals Strategi Pemasaran Lele Sangkuriang Organik Surya Kencana Farm Kota Bogor

2019 ◽  
Vol 13 (2) ◽  
pp. 137
Author(s):  
Raissa Rahmaditya Rabilla ◽  
Arif Satria ◽  
Lilik Noor Yuliati
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
External Environment ◽  
Marketing Strategies ◽  
The Internet ◽  
Internal Environment ◽  
Alternative Strategies ◽  
Considerable Potential ◽  
Alternative Choice ◽  
Very High

Catfish is one of the most widely cultivated freshwater fish. Bogor is a district and a city that has considerable potential for Catfish farming. This is because the consumption of Catfish is pretty much absorbed by the DKI Jakarta and Bogor city become penyedianya. In 2016 alone, the level of consumption of Catfish in Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek) is very high. The needs of Jabodetabek community will Catfish reaches 120 tons per day. As quoted from an article, from the amount of these needs, Bogor can only produce Catfish as much as 30 tons per day. This of course becomes an opportunity and a prospect for Catfish farming. This study aims to identify the condition of internal environment and external environment in Surya Kencana Farm. Formulate alternative marketing strategies for Surya Kencana Farm. Determining priority marketing strategy for Surya Kencana Farm. This study uses SWOT analysis to determine alternative choice of marketing strategy for Surya Kencana Farm. Then proceed with QSPM to determine the best strategy that Surya Kencana Farm can do. The results of the analysis with the SWOT and QSPM matrices, obtained alternative strategies that can be implemented, namely utilizing IT progress, such as websites and the internet to inform Lele Sangkuriang product quality, and informing about organic Sangkuriang Catfish produced by SKF is a priority strategy that can be done by SKF.

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