scholarly journals Methods of Segmentation and Positioning in the Product Market with Access to a New Foreign Market

2020 ◽  
Author(s):  
Rana Mikailova
Keyword(s):  
Product Market ◽  
Foreign Market ◽  
Commodity Market ◽  
Marketing Tactics ◽  
Market Segments ◽  
Successful Development ◽  
Important Condition ◽  
Strategic Approach ◽  
Differentiated Marketing ◽  
Single Approach

Entering a new foreign market has always remained an urgent problem. The interrelation of the internal and external commodity market is an important condition for the successful development of the economy of any country. Foreign experience shows that various strategic approaches are used for this purpose. The basic basis of the strategic approach is the systematic coverage of the product market, which includes undifferentiated marketing, differentiated marketing and concentrated marketing. Below we will consider in more detail the above strategic approaches to coverage of the product market. In particular, it is considered when an enterprise refuses features and explores the entire market from the position of a single approach. Differentiated marketing tactics are not about identifying a single need, but a general one. These include the formation of a product and a marketing program that will be useful to a significant number of consumers. A distinctive feature of differentiated marketing is that the company operates in a number of market segments and forms a distinctive offer for them. This approach is based on offering different products to the market in order to increase sales and penetrate deeper into the development of product market segments. Finally, concentrated marketing provides an opportunity for businesses to discover an additional opportunity that is more attractive from a resource constraint perspective. It is manifested by the concentration of efforts on a small share of a large commodity market.

scholarly journals Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets

2020 ◽  
pp. 026624262096265
Author(s):  
Sjoukje PK Goldman ◽  
Hester van Herk ◽  
Tibert Verhagen ◽  
Jesse WJ Weltevreden
Keyword(s):  
International Business ◽  
Business Performance ◽  
Customer Orientation ◽  
Foreign Market ◽  
Digital Marketing ◽  
Marketing Tactics ◽  
Cross Border ◽  
Strategic Orientations ◽  
The Impact ◽  
Positive Effect

In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.

scholarly journals Determinants of Goan SME Firms Going Global: Theoretical and Empirical Approach

2011 ◽  
Vol 36 (2) ◽  
pp. 45-58 ◽  
Author(s):  
Y V Reddy ◽  
Subhash S Naik
Keyword(s):  
Competitive Advantage ◽  
Multinational Enterprises ◽  
Multivariate Logistic Regression Analysis ◽  
Entry Mode ◽  
Product Market ◽  
Foreign Market ◽  
Theory And Practice ◽  
Foreign Market Entry ◽  
Sustainable Competitive Advantage ◽  
Entry Modes

Choice of entry mode has been widely recognized as one of the critical decisions in a firm's internationalization. However, most of the research primarily focuses upon Western multinational enterprises rather than Indian state small-medium sized enterprises (SMEs). In the past, several major theories have been proposed but none of them is able to explain the choice from the complete set of entry modes. The purpose of this research is to understand the various entry modes, improve the selection decision, and explain the entry mode strategies of Goan SME firms in the international markets. A firm can deploy a variety of arrangements (entry modes) like wholly-owned subsidiaries, joint ventures, contracts, and export modes to implement its product market strategies in foreign countries. Each of these arrangements entails decisions about the location of production facilities and⁄or marketing operations, and the type of ownership of these operations. This study examines the internationalization behaviour of 200 randomly selected Goan SME firms. It examines the factors associated with each theory and seeks to integrate them to gain a better understanding of how SME businesses succeed in the international marketplace. The determinants under examination are also substantiated with the identification of several international SME entry mode models. The nine groups of determinants are: International planning experience, firm size, R&D intensity, competitive advantage, degree of standardization, demand intensity, economic development, regulation, and political risk. The proposed framework is an effort to fill the gap between theory and practice of entry mode choice. The framework is broader in scope than the extant theories because it transcends across industries and nationalities of firms. The primary objectives of the study are: (a) to identify the descriptive determinants that have been strongly associated with SME internationalization entry behaviour; and (b) to determine if the propensity of Goan SME firms will be significantly predicted using specific empirical analysis. Data for the study were obtained through a questionnaire used in numerous previous theories. The study used multivariate logistic regression analysis. The results from the hypothetical foreign market entry situation strongly support the propositions that firm-specific resources and host country factors, viewed as a source of sustainable competitive advantage, encourage involvement in foreign markets. One broad implication for managers is the importance of both analysing the characteristics of the chosen product market and critically examining the firm's capabilities in order to focus on what it does best, build upon it and, where necessary, complement this through collaboration with others.

The Internationalization Process and Networks: A Strategic Management Perspective

1996 ◽  
Vol 4 (3) ◽  
pp. 11-28 ◽  
Author(s):  
Denice E. Welch ◽  
Lawrence S. Welch
Keyword(s):  
Strategic Management ◽  
Conceptual Model ◽  
Foreign Market ◽  
Network Development ◽  
Foreign Markets ◽  
Market Expansion ◽  
Strategic Approach ◽  
Management Perspective ◽  
Managerial Implications ◽  
Strategic Foundation

In this article, a conceptual model is developed that places internationalization and key process dimensions into a longitudinal strategy context. The model follows the internationalization literature with its emphasis on internal organizational processes (such as learning and network development) that drive foreign market expansion, but are also outcomes of it. These internal processes (which feed into the so-called strategic foundation) are linked to the company's strategy mechanisms, thus tying internationalization and strategic management into an interrelated cycle. Networks are analyzed as a subset of the conceptual model, illustrating many of the challenges of taking a strategic approach to internationalization. Although the paper is exploratory in nature, managerial implications of the model in terms of effective servicing of foreign markets are discussed.

scholarly journals The calculation of the boundaries of the product market in antitrust investigation

2020 ◽  
Vol 14 (79) ◽  
pp. 5-27
Author(s):  
V. A. Brodsky ◽  
I. S. Kozhukhovskiy
Keyword(s):  
Mathematical Model ◽  
Initial Data ◽  
Standard Method ◽  
Product Market ◽  
Commodity Market ◽  
Source Data

A method is proposed for calculating the product and geographical boundaries of the commodity market based on the initial data obtained by the Antimonopoly authority from sellers and buyers participating in the survey as part of the Antimonopoly investigation.The method includes special terminology, forms of representation of source data, and an economic and mathematical model of the commodity market designed to calculate the boundaries and composition of market participants.The method provides full computerization of processing of initial data received by the Antimonopoly authority from the survey participants.The main differences between the proposed method and the standard method of SSNIP (hypo thetical monopolist Test) are considered.

scholarly journals PASSENGER RAILWAY COMMUNICATION AND ATTRACTIVITY OF OUTER ZONES OF RUSSIAN MILLIONAIRE CITIES

2021 ◽  
Vol 31 (1) ◽  
pp. 97-110
Author(s):  
S.A. Merkushev
Keyword(s):  
Urban Environment ◽  
Spatial Segregation ◽  
Successful Development ◽  
Important Condition ◽  
Transport Accessibility ◽  
Railway Traffic ◽  
The City ◽  
Integral Indicator

The author interprets the transport accessibility of the outer zones of the cities and attractors located in them as the most important condition for the successful development of the city, excluding the socio-spatial segregation of the urban environment. The article reveals the role of railway in ensuring this accessibility in 14 millionaire cities in Russia. As a result, the paper studies six groups of cities according to the integral indicator. They differ in the level of development of railway communication, which connects the outer zones with each other and with the center. The most favorable situation is typical for Volgograd, Kazan and Yekaterinburg (first group), the least - for Chelyabinsk (sixth group). The author reveals essential differences within the three groups based on comparing the values of indicators of the provision of general urban attractors with railway traffic and the degree of its uniformity. Among the five cities with a high and increased level of development of railway communication, only Yekaterinburg has a relatively high and relatively uniform provision of attractors of external zones with this type of the transport. In most cities, where the level of development of railway communication is below average, it provides attractors relatively evenly, but not enough.

Alternatives to Industrial Recycling of Phosphogypsum in Brazil

1991 ◽  
Vol 24 (12) ◽  
pp. 245-254
Author(s):  
B. J. de Freitas ◽  
P. C. W. Albuquerque
Keyword(s):  
Phosphoric Acid ◽  
Sulphur Dioxide ◽  
World Wide ◽  
Product Market ◽  
Product Diversification ◽  
Energy Costs ◽  
Economic Approach ◽  
Liquid Form ◽  
Strategic Approach ◽  
Sulphur Recovery

Residual gypsum from phosphoric acid plants has been a world-wide problem, concerning the environment, disposal and handling. In Brazil, till the end of 1989, the phosacid plants had accumulated 30.0 million tonnes of that by-product, corresponding to 5.5 million tonnes of recoverable sulphur, equivalent to US$ 625 million. This phosphogypsum storage increases at a rate of 3.4 million t/a which represents more than a half million t/a of sulphur. Since 1984, Petrofertil has been coordinating a systematic alternatives evaluation for industrial recycling of phosphogypsum, of which the most viable seems to be sulphur recovery in the liquid form or as sulphur dioxide. These alternatives are briefly examined under technological, economic and calcium co-product diversification and market aspects. The economic approach considers the investment per produced tonne, the value of co-product market and energy costs. The conclusion tries to define an objective strategic approach concerning to the problem of sulphur recovery from phosphogypsum.

scholarly journals SYSTEMS ANALYSIS AND MODELLING OF THE EDUCATIONAL SERVICES MARKET

2021 ◽  
pp. 32-42
Author(s):  
Lidiya Guryanova ◽  
Oksana Panasenko ◽  
Serhiy Voznyuk
Keyword(s):  
Education System ◽  
Systems Analysis ◽  
Foreign Market ◽  
European Countries ◽  
Development Model ◽  
Educational Institutions ◽  
Educational Services ◽  
Conceptual Approach ◽  
Market Segments ◽  
External Market

The subject of the research is a set of models of systems analysis of the educational services market. The goal of the work is to develop a set of models of systems analysis of the educational services market in Ukraine, which allow to assess the state of regional market segments; to highlight the segments which are the most sensitive to the reduction of the educational institutions network; to assess the competitiveness of educational services in the foreign market; to determine the most attractive segments of the foreign market. The paper solves the following tasks: models of classification of regions according to the level of development of the education system are developed; models for a comprehensive assessment of the level of development of the education system are proposed, which allow assessing the position of Ukraine in comparison with European countries; models for classifying external market segments by the level of attractiveness for promoting educational services of Ukrainian universities in the context of an export-oriented development model are developed. The following methods are used: systems analysis – to describe the object of research, conceptual approach and a set of tasks to be solved; cluster analysis – for building classification models; taxonomy methods, development level method – to build a rating assessment of Ukraine's position in the educational services market. The following results have been obtained: a grouping of the regions of Ukraine by the level of development of the education system has been developed, the "pivotal" regions for the formation of a network of educational institutions have been identified; a system of rating assessment of countries in the educational services market institutions has been proposed; the most attractive external market segments for the promotion of educational services of universities in Ukraine institutions have been identified. Conclusions: the implementation of the models made it possible to conclude that the composition of the "pivotal" regions for the formation of a network of educational institutions includes such regions as Kyiv, Kharkiv, Odesa, Zaporizhzhia, Lviv, Dnipro regions. Educational services of universities in these regions are in the highest demand, but these regions are also the most vulnerable to the phase of market decline. The analysis of the "substitute" effect made it possible to conclude that Ukraine is characterized by a high rating of the level of development of the education system in comparison with European countries. In the context of the export-oriented development model, external market segments that are attractive for Ukraine have been highlighted.

Image-Measurement Segmentation

1978 ◽  
Vol 15 (3) ◽  
pp. 384-394 ◽  
Author(s):  
Dennis H. Gensch
Keyword(s):  
Direct Measurement ◽  
Product Space ◽  
Brand Image ◽  
Product Market ◽  
Product Positioning ◽  
Image Measurement ◽  
Market Segments ◽  
Positioning Strategy ◽  
Direct Measurements ◽  
Current Product

Product positioning studies for both new and established products generally involve consumers’ perception of the current product space in terms of the salient product attributes. Perceptions per brand attribute are hypothesized to be a function of direct measurement and brand “image.” The influences of direct measurement and image are separated. The first step in penetrating a product market is to look for segments of rival brand customers for which there is a significant gap between image and direct measurement perceptions. A second consideration is the strength of the “image” in terms of actually changing the direct measurements. The author empirically illustrates how to identify penetrable market segments in terms of image-direct measurement influences and discusses the implications of this type of information in forming a realistic product positioning strategy.

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