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Marketing Strategy to Increase Company Sales (Case Study on CV. Sari Nikmat Semar)
Abstract
Bakso is one of the well-known foods in Indonesia. Those words supported the data of the increase in bakso package consumption in Indonesia in the last couple years. Bandung being the largest area for the increasing bakso package consumption compared to the other cities. This creates a large potential market to increase the sales for the company. However, this situation is different for CV. Sari Nikmat Semar. The company has faced a decrease in their sales especially in the last two years. It is found that the company did not have a marketing strategy to gain their customers in the current market competition. Several studies have mentioned that promotion mix would impact the changing of customer attitude into the purchase intention. Within this situation, this research will find out (1) the effect of internal analysis towards the promotion of the company (2) the effect of external analysis towards the promotion of the company. This analysis will conduct on how the promotion mix influences the changing on customer attitude towards their purchase intention into bakso package products. This research uses mixed methods by doing the in-depth interview and survey questionnaire of the customer that has experience on purchased bakso package products. The author collected the data by coming directly into several traditional markets in Bandung with the main focus on promotion mix. The author finds that there is a differentiation between promotion mix that is chosen by result from in-depth interviews and questionnaire surveys. This research came up with the conclusion that promotion mix will impact customer attitude on doing the process of purchase period. This will help to increase sales of the company.
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The COVID-19 pandemic continues to disrupt consumer experiences as well as service operations. Despite the magnitude of this exogenous shock, little is known about the pandemic’s impact on consumers. Building on engagement theory, this study examines consumers’ emotional responses to service failures on social media. Contributing to the brand equity literature, we test whether electronic word-of-mouth (eWOM) emotionality is contingent on brand strength. To do so, we analyzed 327,205 tweets directed at airline brands over the first 12 months of the pandemic in addition to data from a nonaffected period. The models show that consumers’ overall emotionality in tweets was lower during the pandemic than before it. Over the course of the pandemic, levels of joy were lower while levels of sadness and anger were more prominent in tweets directed at weaker brands. Thus, brand strength still acts as a “buffer” if service failures are caused by exogenous shocks.
Worldwide, salt consumption exceeds the World Health Organization’s recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This study aimed to explore the potential of customer journey mapping to better understand salt-related behaviors performed during the preparation of household cooking. We tracked the journey of four women in their kitchens for approximately two hours to observe the preparation of lunch. Individual journey maps were created, one for each woman, that were composited into a single journey map. We found that customer journey mapping was a suitable research method to understand how food preparers made decisions around adding salt and artificial seasonings at each stage of the journey. In contrast to the interviewee’ responses, it was observed that the four women added salt and artificial seasonings consistently and incrementally with little control and without any standard measure. In this study, we demonstrate the utility of customer journey mapping in a novel context and nudge social marketers to include this tool in their repertory of research methods to understand human behavior.
Researchers need to know what is an appropriate sample size for interview work, but how does one decide upon an acceptable number of people to interview? This question is not relevant to case study work where one would typically interview every member of a case, or in situations where it is both desirable and feasible to interview all target population members. However, in much of qualitative and mixed-methods research and evaluation, the researcher can only reasonably interview a subset of the target population. How big or small should that subset be? This paper provides a brief explanation of why the concept of generalization is inappropriate with respect to the findings from qualitative interviewing, what wording to use in place of generalization, and how one should decide on sample size for interviews.
Manuscript type: Full research paper.
Research Aims: Exploratory.
Design/methodology/approach: This research is based on quantitative data collected from 317 respondents who took part in various MPR programs of RMIT International University Vietnam (RMIT Vietnam) in 2016. Research Findings: Through multiple regression analysis, it was concluded that MPR has a positive relationship with ATB and the tangibles dimension of SERVQUAL; MPR also indirectly affects ATB through this service quality dimension. This research concluded with a model of the relationships among MPR, service quality and ATB. Theoretical Contribution/Originality: This research is based on the perspective that public relations may have significant value in terms of marketing, and MPR could benefit corporates by enhancing their services as well as long-term relationships with and trust of customers by generating a positive attitude toward their brand. Research limitation/Implications: For the implementations, managers of RMIT Vietnam are highly recommend to make the MPR programs more tangible to gain positive ATB. Other service providers will enhance their service quality and adjust the budget accordingly by implementing this model for innovative solutions to ongoing marketing programs.
The sales process and the project execution in industrial product-service systems is often complicated; particularly for capital equipment with a long-operational life where there are different actors responsible for the different transactions over the whole life cycle. This is often further complicated as the supplier is not directly selling to the 'end customer'. The introduction of digital solutions around the product-service system bring an additional channel for interactions. This paper describes how customer journey mapping can support building relationships in a B2B environment for both sales and execution over the operational life of equipment and examine both the products and the services offered throughout the entire journey. Three industrial B2B cases from different segments were investigated. Each journey was mapped, and personas or empathy maps created for each of the key actors. From the cross-case analysis and customer journey mapping a process is derived that provides improved support for industrial firms with customer journey mapping.
This paper describes how customer journey mapping can support the business-to-business (B2B) sales process over the operational life of equipment and examines both the products and the services offered throughout the entire lifecycle. Three cases from industrial firms are described and compared with the literature. The analysis of the results of this study shows that while the current customer journey mapping is useful in a complex B2B environment, it is sub-optimal and changes are therefore needed to provide a tool that is more suited to this context. The study identifies key areas where improvements could be made.
Social media influencers are first explored in the advertising field, particularly to create buzz in the younger markets and further expand social media coverage in businesses. This study is designed to investigate the effectiveness of social media influencers, focusing on source credibility, source attractiveness, product match-up, and meaning transfer. Consumer attitude is proposed to mediate between both the exogenous and endogenous relationships. Data collection was designed using the purposive sampling method and the dataset of 200 respondents was then analysed using PLS-SEM technique. All hypotheses are found to be supported except for source credibility. Mediating effects of consumer attitude are also determined. Implications, limitations, and suggestion for recommended research are further discussed.
A highly competitive environment is forcing sellers constantly using different marketing tools and strategies to win new clients and thereby increase their profitability. Sales promotion is one of the best tools to attract new customers and retain old ones, including marketing activities by adding more value to the products for a limited period of time in order to stimulate consumer purchases and effectiveness of intermediaries. For the purpose of the study were interviewed 60 men and women, aged 18 to 64 years by detailed a questionnaire. The study confirms that sales promotion is an effective instrument which has a positive direct impact on users purchase behavior. From the answers became clear that all types and instruments of sales promotion performing on consumers as 21% would certainly buy more than 59% of respondents probably would benefit from product promotion. Most frequently used communication channels for achieving information about various promotional activities by the user are the Internet with 82.5% and promotional brochures with 77.2%.
This study proposes a strategy for using social media as a marketing tool for small business based on the Attention, Interest, Desire, and Action (AIDA) model. The AIDA model has been applied widely for online marketing strategy but its applicability for social media remains unknown. The focus group discussion was used for data gathering involving twenty two small business entrepreneurs. The finding shows that the model can indeed be applied in strategizing the use of social media for marketing purposes. The proposed strategy serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing.
Information gathering from external environment is very important in order to create competitive advantage for hotels. Because of this, hotels are very sensitive to the external information and sustain the systems gathering, disseminating information and transforming it into the response. Furthermore the mean of information will change in parallel with the area which information related on. In this study different types of information based on different components of external environment were considered. Importance levels of different kind of information were determined. On the other hand, the sources of information were asked to rank by considering the level of importance. The most important types of information for hotels are information about computerization, automation systems and satisfaction levels of their customers. Thus, information based on technological environment, about tourists, about suppliers and legal environment were percept as relatively more important. As an information channel customers, internet, rivals working same location and employees were percept more important sources.
The authors propose that the high-context nature of Japanese communication and the collectivistic nature of Japanese culture have an impact on attitudes toward direct marketing and its regulation. The results of a survey of Japanese and U.S. university students suggest that certain types of direct marketing messages are less effective in Japan than in the United States. The results also indicate a greater willingness by Japanese respondents to support regulation of direct marketing practices. The authors discuss managerial implications of the findings for multinational marketers and advertisers and suggest public policy implications for direct marketing in Japan.
Increasingly, scholars and practitioners define the practice of public relations as relationship management. Scholars recently have demonstrated that relationship attitudes can be used to predict key public member satisfaction and intended behavioral outcomes in the telecommunications, banking, and education industries. The investigation reported herein examines the role that relationships play in influencing respondent behavioral intentions in the insurance industry by surveying 62 clients of a medium‐sized full‐service agency. The results indicated that respondent personal, professional, and community relationship attitudes differentiated those who intend to remain loyal to the agency from those who were not or were undecided. The findings suggest that (a) the practice of public relations should continue to evolve toward the relationship management paradigm, (b) practitioners may wish to re‐conceptualize the measurement of public relations outcomes away from measuring effectiveness based on communication flows and toward measuring the influence that public relations activities have on key public member perceptions, attitudes, evaluations, and behaviors, (c) practitioners can demonstrate accountability and justify programmatic initiatives by focusing on the organization‐public relationship, and (d) the role of public relations within the corporate structure should be expanded to managers of the relationships that affect the organization's economic, social, political, and/or cultural well‐being.
Objective
To review empirical studies that assess saturation in qualitative research in order to identify sample sizes for saturation, strategies used to assess saturation, and guidance we can draw from these studies.
Methods
We conducted a systematic review of four databases to identify studies empirically assessing sample sizes for saturation in qualitative research, supplemented by searching citing articles and reference lists.
Results
We identified 23 articles that used empirical data (n = 17) or statistical modeling (n = 6) to assess saturation. Studies using empirical data reached saturation within a narrow range of interviews (9–17) or focus group discussions (4–8), particularly those with relatively homogenous study populations and narrowly defined objectives. Most studies had a relatively homogenous study population and assessed code saturation; the few outliers (e.g., multi-country research, meta-themes, “code meaning” saturation) needed larger samples for saturation.
Conclusions
Despite varied research topics and approaches to assessing saturation, studies converged on a relatively consistent sample size for saturation for commonly used qualitative research methods. However, these findings apply to certain types of studies. These results provide strong empirical guidance on effective sample sizes for qualitative research, which can be used in conjunction with the characteristics of individual studies to estimate an appropriate sample size prior to data collection. This synthesis also provides an important resource for researchers, academic journals, journal reviewers, ethical review boards, and funding agencies to facilitate greater transparency in justifying and reporting sample sizes in qualitative research. Future empirical research is needed to explore how various parameters affect sample sizes for saturation.
Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.
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Cite this Article: Devi Rahmawati, Atik Aprianingsih (2023). Marketing Strategy to Increase Company Sales (Case Study on CV.
Sari Nikmat Semar). International Journal of Current Science Research and Review, 6(4), 2486-2494