Banking leaders who fail to implement social media data-driven marketing strategies lose opportunities to increase customer market share through customer acquisition and retention, improved customer service, heightened brand awareness, customer cocreation, and relationship management. The purpose of this multiple case study was to explore strategies banking leaders used to integrate social media analytics into marketing strategies to increase customer market share. The target population was 6 senior bankers from 2 banks in the mid-Atlantic region of the United States, with a significant social media presence, including 25,000 or more followers across 2 social media platforms. The disruptive innovation theory served as the conceptual framework for the study. Data were collected from semistructured interviews and a review of the organizations' public business documents, websites, and social media websites. Data were analyzed using coding to determine themes. By analyzing these sources and performing methodological triangulation, 8 key themes emerged that were categorized into 4 groupings: (a) social media knowledge management, (b) social media marketing strategy implementation, (c) social media data challenges and communication, and (d) social media competitive gain and future enhancements. The implications of this study for positive social change include social and environmental benefits such as creating jobs and economic growth through a corporate social responsibility initiative. Current and prospect customer bases, local communities, bankers, and stakeholders might benefit from the findings of this study.

University of Technology, Sydney. Faculty of Business. / This thesis examines the concept of differential advantage and its relevance to the formulation of marketing strategy. It compares the model of market share determination, based on the possession of differential advantages in marketing mix variables, with one based on the concept of marketing effort. The two models are examined using data on new passenger car registrations collected from Idaps and Paxus1 respectively, media spend from Bruce Tart and Associates, and later AIM Data2, car dealerships from the Telecom Yellow Pages, and car models and new passenger car prices from Wheels Magazine, for the period 1983 to 1993. The above data was corroborated, where possible, by means of authoritative sources in the motor car industry in Australia. The theory of market share determination, based on share of marketing effort is an attractive one. This thesis finds that the relationship between market share3 and share of marketing effort is positive, consistent and statistically significant. It confirms the place of marketing effort as a model of market share determination in the marketing literature. Differential advantage is an index of competitive activity that is calculated by subtracting concurrent market share from share of marketing effort. The proposition, advanced by Cook and Rothberg (1990), is that increasing amounts of differential advantage are positively related to increasing levels of market share. This thesis does not support this proposition. At an overall level of analysis, the relationship between market share and differential advantage is a negative one. Only when a subset analysis is done, for small car makers, is there a weak but statistically significant and positive relationship between market share and differential advantage. The overall negative relationship between market share and differential advantage may be explained in part by the economic uncertainty of a boom and economic recession during the period under consideration in this thesis. A further possible explanation is that the data may not have captured fully the relationship between market share and differential advantage. The data examined the relationship between market share and differential advantage with only four independent variables. A larger number of independent variables, or different ones, may have described the relationship more effectively. Such data was not available. A more fundamental conclusion that is supported by this thesis is that successful competitive strategy simply does not require share of marketing investments to be greater than concurrent market share. The place of differential advantage in the formulation of marketing strategy is questioned. This thesis supports the value of competitive marketing effort in the formulation of marketing strategy.

In 1970,China carry out economic reform policy, development export-oriented agriculture, because of having the advantage of low-cost labor and land resource, loosen economic control and attract foreign capital investment gradually. In 1980, Taiwan entrepreneur start to investment agriculture related industry in China, and to bring in technology improved seed. but reviews the home, because environmental consciousness, the factory moves gradually toward the Southeast Asian country and China.Comparatively speaking, our country competitive power has the drop tendency. Separately, Taiwan and China joined one after another in WTO about in 2002, affect product wish of our country farmer because possible the low price to rob the market. We discuss bilateral in international market sales situation, the export market comparison from the Taiwan ten main aquatic products, the result discovered that the Taiwan most aquatic products all substitute by China, the government must propose in accordance to the plan and achieves the industry to continue forever to manage.

In Taiwan, prior to the petroleum industry liberalization starting from 1990, the whole petroleum market was highly regulated and monopoly. Since 90s, the first private owned gas station was built in 1997; the Formosa Petrochemical Corporation went public in September, 2000; the Petroleum Administration Law was implemented on October 13th, 2001; and almost all famous international petroleum businesses had plans to establish branches in Taiwan. As the result, the monopoly market gradually became more and more competitive during that period. The China Petroleum Corporation, one of the state-owned enterprises, was the only price leader in the market, and currently still has absolute influence. This research, therefore, is focus on how CPC adjusting its business strategies and marketing management while facing the intensive competition in this liberalizing market. The main findings are as follows: 1. Since the Formosa Petrochemical Corporation and other international petroleum companies joined into this competitive market, CPC has actively adopted much adjustment. However, the company and all staffs must try harder if they plan to keep 70% market share. 2. For future competition, CPC has adopted not only some defensive tactics to keep the current market shares, but also many aggressive strategies so that the company can continuously penetrate, expand, and diversify the new market . Moreover, CPC has asked its staffs to provide their best service in order to secure the client base and to improve the competence. In fact, those good business strategies really helped CPC increase its total sales and profits; or keep its current market shares at least. However, CPC still need to deploy some other marketing approaches such as to keep its cost down, to better off its service, and to train qualified staffs, so that the company can advance its competitive preference and diversify its marketing strategies as well. Keywords: petroleum industry liberalization, the Petroleum Administration Law, business strategies, and market share

The marketing literature so far only considers attraction models with strict functional forms. Greater exibility can be achieved by the neural net based approach introduced which assesses brands' attraction values by means of a perceptron with one hidden layer. Using log-ratio transformed market shares as dependent variables stochastic gradient descent followed by a quasi-Newton method estimates parameters. For store-level data the neural net model performs better and implies a price response qualitatively different from the well-known MNL attraction model. Price elasticities of these competing models also lead to specific managerial implications. (author's abstract) / Series: Working Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science"

This thesis is about how insights from double jeopardy can validly be applied to market dynamics. It has been stated that when a brand increases its market share it will tend to move up some conceptual double jeopardy (DJ) line, with its penetration increasing comparatively more than its purchase frequency for a given market share change. There remains a gap in this approach to dynamics that is academically and managerially relevant. The growth of a particular brand immediately implies a change in the market of some sort and that means the double jeopardy line is likely to move. Rather than riding up a static double jeopardy curve a growing brand could be thought of as taking up a position on a new curve. / Thesis (PhD)--University of South Australia, 2007.

The advent of globalisation and the re-admittance of South Africa into the international market place have presented both opportunities and threats to local fast food outlets and franchises. These food outlets are faced with foreign competition and the need to adapt their strategies in order to cope with the continued onslaught of these highly efficient, foreign, service orientated organisations if they intend to survive. This research explored the strategies these fast food outlets should utilise to deal with their competition and to facilitate their market growth and organisational development which could lead to them being successfully franchised at a later stage. The study revealed that if any significant growth and organisational development was to be expected, the fast food outlet had to concentrate on customer satisfaction and retention through the innovative use of the 7P’s of the marketing mix in its strategy formulation process. Attention also needed to be given to the competitive forces in the external environment so that competitive strategies were in line with market developments. The triangulation method was applied in this study. In terms of this method, qualitative and quantitative research techniques are combined in order to improve the reliability and validity of the research findings. This method proved to be an effective research tool as the findings in the quantitative research were verified by the findings in the qualitative research. Franchising in South Africa, especially the Eastern Cape, where unemployment is highest, is important as it has the potential for job creation and economic empowerment of the disadvantaged communities. It is therefore essential that every endeavour be made to ensure the success of the emerging entrepreneurs through assisting them to develop strategies that will ensure sustainable development and growth.

Master of Agribusiness / Department of Agricultural Economics / Jeffery R. Williams / For the past couple years, farm income has declined due to lower prices for corn, soybeans, and wheat. This decline has caused agricultural producers to keep equipment longer, which has affected equipment sales at John Deere. When times are good, producers buy new and trade used equipment, but when a producer’s profit is lower than previous years, they tend to save their money for input costs for the next growing season. The decline in farm income has had a negative effect on agriculture sales, but dealers can maintain their market share goals and still be profitable if they adjust their focus to other areas of their business, including sales of parts and equipment service. The goal of this study is to create an analysis tool that field managers can use to help dealers see the potential sales, profit, and pay for performance that they are missing because they are not up to suggested guidelines for sales of parts and equipment service. The tool includes several metrics from an existing report called the Categorization Report. These metrics are Dealer Performance Market Share, Aftermarket Performance Factor, Service Market Performance Factor, and Net Operating Return on Sales. The tool calculates the differences between the dealer metrics and John Deere metrics. Further, this tool is used to compare an individual dealer to other dealer averages and determine what a high performance, fully optimized dealer looks like and how much more a dealership could be selling in sales, parts and service to be a sustainable business in today’s economy. The tool is used to examine three scenarios to demonstrate its flexibility. These scenarios include a top-ten dealer, a large-scale above-average dealer, and a merger of three dealerships. The spreadsheet tool will display a two-page summary that shows how a dealership compares with other dealers that are similar in size and how they compare to the top-ten elite dealers in their category. The summary will also include market share maps to show which dealer-specific geographical areas need improvement to earn more sales in the future.

On November 18th 2011, China enact detail rules on the management of governmental vehicle procurement list. Few months later, on February 24th 2012, an unprecedented governmental vehicle procurement list was published. The procurement list includes 412 types of vehicles which are all China's own brands. This research analyzes the effect of this governmental vehicle procurement list on the sales of listed vehicle given the background of Xi Jinping's anti-corruption campaign. The empirical evidence shows that when Xi Jinping launched preliminary policy in December 2012, increased sales of vehicle being on the procurement list in 2013 are averagely 45.5 cars per month more compared to increased sales of unlisted vehicles. Also, the market share of listed vehicle can be witnessed a steady increase over time.

The aim of this graduation thesis is to provide detailed description of actual state of Czech male deodorant and antiperspirant market with putting emphasis on Axe brand, which makes efforts to become the leading brand of this dynamic market. The thesis is structured into three chapters. First chapter is mapping Czech male deodorant market and Czech retail market as well. Axe brand and its local and global activities are introduced in the second chapter. Last chapter of graduation thesis extensively describes evolution of single indicators in Czech male deodorant market which are decisive for practical area of trade marketing.