Made available in DSpace on 2010-04-20T20:08:14Z (GMT). No. of bitstreams: 1 71060100730.pdf: 1696550 bytes, checksum: 2ab1fb226ddf72ebf4f0005759bf9cd2 (MD5) Previous issue date: 2010-02-24T00:00:00Z / Access has been one of the main difficulties companies have faced in emerging markets (PRAHALAD, 2005). The capillarity of the market, the existence of small, not professionalized and sometimes informal retailers, the lack of infrastructure and high transportation costs are some of the distribution challenges companies face in poorer regions. The literature concerning the Base of the Pyramid (BoP) is still recent and only after the seminal article by Prahalad and Hart (2002), it evolved into many different management perspectives. However, there is a lack of researches concerning distribution strategies to the BoP. Therefore, the main objective of this research is to identify, in the perception of executives working in the market, the conditions associated to a satisfactory distribution for the BoP market in Brazil and to build a substantive theory that helps to shed light to the understanding of the distribution phenomenon adopted by consumer goods companies to reach the BoP market in Brazil. In order to accomplish the objectives of this thesis, a grounded theory methodology (Glaser; Strauss, 1967; Corbin; Strauss, 2008) was used. This approach helped to identify the channel strategies used by local and global companies in the market. Many techniques for data collection were applied. The most important one was in-depth interviews with 26 executives from 24 different consumer goods companies in Brazil. Among the companies there were small, medium and large enterprises; which were also grouped as manufacturers, distributors and retailers. Furthermore, secondary data were examined to identify business strategies to reach BoP and map global distribution initiatives. A database from a consumer panel was also used to analyze what and where BoP consumers purchase non-durable goods. It was verified that small and traditional retailing is a very strong format in BoP markets and in the Northern/Northeastern regions. Cash & Carry is a format that is growing a lot. On the other hand, hypermarkets are not very used by low income population. The results suggest that three major categories are associated to a satisfactory distribution: (a) willingness, which means the effort, knowledge and enthusiasm a firm has to operate at BoP markets; (b) well-done execution, which is related to designing correctly the marketing channel and operating efficiently in an environment full of obstacles, such as lack of infrastructure, capillarity, lack of safety, regional differences and informality, and (c) relationship, which was perceived to be friendlier and essential at BoP markets, since it is very difficult for manufacturers to reach the entire market alone. It is more likely to have a satisfactory distribution when manufacturers establish strong relationships in the marketing channel. Besides, small retailers have a perception of isolation and expect a higher level of relationship. These major categories explain also the competitive advantage that local companies have in relation to MNCs and large companies. Despite of the limitations of an exploratory study, it is expected that this thesis will contribute to the BoP knowledge as well as to the identification of the peculiarities of distribution in BoP markets. / Acesso tem sido uma das maiores dificuldades que as empresas tem enfrentado em mercados emergentes (PRAHALAD, 2005). Alguns dos desafios de distribuição que as empresas enfrentam em regiões mais pobres são a capilaridade do mercado, a existência de varejistas pequenos, não profissionalizados e por vezes informais, a falta de infra-estrutura e os altos custos de transporte. A literatura relacionada à base da pirâmide (BoP) é ainda recente e apenas após o artigo seminal de Prahalad e Hart (2002), que o assunto evoluiu em diversas perspectivas em negócios. No entanto, ainda há uma lacuna em estudos relacionados a estratégias de distribuição para a base da pirâmide. Assim sendo, o principal objetivo deste estudo é identificar, na percepção de executivos que trabalham no Mercado, as condições associadas a uma distribuição satisfatória para o Mercado da Base da Pirâmide no Brasil e construir uma teoria substantiva que apóie o entendimento do fenômeno da distribuição para a base da pirâmide de empresas de bens de consumo no Brasil. Para atingir os objetivos deste trabalho, foi utilizada a metodologia da Grounded Theory (Glaser; Strauss, 1967; Corbin; Strauss, 2008). Esta metodologia ajudou a identificar as estratégias de canal utilizadas por empresas locais e globais. Várias técnicas de coleta de dados foram utilizadas. A mais importante foi a realização de entrevistas em profundidade com 26 executivos de 24 empresas diferentes de bens de consume no Brasil. Dentre estas empresas havia pequenas, medias e grandes organizações; que também foram agrupadas em fabricantes, distribuidores e varejistas. Além disso, dados secundários foram analisados para identificar estratégias de negócios e mapear iniciativas globais de distribuição. Um banco de dados de um painel de consumidores foi utilizado para analisar o que e onde os consumidores da base da pirâmide comparam bens não-duráveis. Foi verificado que o pequeno varejo tradicional é um formato muito importante para a Base da Pirâmide e nas regiões Norte e Nordeste. Cash & carry é um formato que está crescendo bastante. Por outro lado, hipermercados não são muito utilizados pela população de baixa renda. Os resultados sugerem que três categorias principais estão associadas a uma distribuição satisfatória: (a) Interesse em atuar na Base da Pirâmide, que significa o esforço, comprometimento, conhecimento e entusiasmo de uma empresa em atuar na Base da Pirâmide; (b) execução, que está relacionada ao correto desenho da estrutura de canais e em uma operação eficiente em um ambiente repleta de obstáculos, tais como falta de infra-estrutura, capilaridade, insegurança, diferenças regionais e informalidade, e (c) relacionamento foi percebido como sendo mais amigável e essencial na base da pirâmide, dada a dificuldade dos fabricantes em acessar o mercado todo sozinhos. É mais provável estabelecer-se uma distribuição satisfatória quando os fabricantes possuem relacionamentos estreitos com o canal de marketing. Além disso, pequenos varejistas tem a percepção de isolamento e possuem a expectativa de um maior nível de relacionamento. Apesar das limitações de um estudo exploratório, espera-se que esta tese contribua para o conhecimento na Base da Pirâmide e na identificação das peculiaridades existentes na distribuição de produtos de bens de consumo para a Base da Pirâmide.

This research studies and documents the effect of applying business marketing strategies to a small vocational program at a public community college in California. The intent of applying the business marketing strategies is to promote the growth of the program in the areas of: Student Enrollment, Number of Classes Offered, and Number of Degrees and Certificates Awarded. The aim of this research is to provide evidence to support the notion that promoting a vocational program in a public academic institution, using business marketing strategies would indeed produce favorable results as is it commonly does in the case of a commercial business that markets itself. The Hospitality & Restaurant Management (HRM) program at Mt. San Antonio College was the subject of this research. As a case-study, the HRM program was studied for a period spanning six years from 2000 to 2006 using a quantitative research methodology. A comparison was conducted to analyze the performance of the HRM program in terms of student enrollment, classes offered, degrees and certificates awarded for two periods. The first period (2000 to 2003) reflects a time when the HRM program did not actively employ any marketing strategies to promote itself. The second period (2003 to 2006) covers a period when several marketing strategies were employed. / Educational Studies / D.Ed. (Education Management)

Rapid changes in the economic and world order have made it imperative for university libraries to make a paradigm shift from prestige collection building to a marketing philosophy as their strategic directive. This philosophy would direct university libraries towards decision making around customers' real needs and preferences, aligning organisational competencies and processes with these needs, resulting in more effective service delivery. Changes in the world order, economics and marketing as a philosophy are presented on a time line, revealing the influence developments in technology and the Internet have brought about. Various views on the influence of these changes in the world order are presented. Marketing in service organisations is encapsulated in a service marketing triangle. Competitive advantage for the university library should be achieved if the internal processes of the library are analysed in the context of a value chain. A proposed marketing model has been presented to direct strategic thinking in the university library. / Information Science / M. Inf.

This diploma thesis is focused on the analysis of marketing strategies. The aim of the thesis was to analyse and evaluate the current marketing strategies in the company Spojené kartáčovny, PLC, and, on the basis of this analysis, to put forward possible changes of the current state. The theoretical part has been made on the basis of the information gained from the scientific literature dealing with marketing, marketing mix, strategic marketing and systemization of the particular marketing strategies. In the practical part, there is summarised basic information about the company such as the history, development of the logo, structure of the employees or the organizational structure etc. The introductory part is followed by the analyses themselves, the suggestion of the possible changes and the project study on the e-shop and web pages. These analyses include the analysis of the marketing mix, Porter?s analysis of five driving forces, SWOT analysis and creation of the business model.

Diploma thesis is focused on the theme "Monitoring the efficiency of funds on the marketing enterprise" which will be performed the analysis of two specific companies and their marketing activities. Further, they identified the marketing tools in companies. After analyzing all marketing activities of the companies evaluated and then executed the marketing plan and its budget. After the introduction of the marketing plans in companies will be carried out assessment of the embedded costs. The work consists of the theoretical part and the practical. In the first part are specified concepts related to marketing, in the second part is performed marketing analysis and subsequently conducted a marketing plan. In conclusion, the described evaluation of the embedded costs, the proposals and any recommendations for improvement.

La interacción parasocial es un fenómeno que está presente en las relaciones de la audiencia con los influencers, sin embargo, no es tomada en cuenta en la elaboración de estrategias de marketing con influencers, quienes, hoy en día, cumplen un rol importante en la comunicación de las marcas. El presente trabajo es un estudio cualitativo realizado mediante entrevistas a especialistas en marketing, psicología y comunicaciones que busca profundizar en el conocimiento de la dinámica de la interacción parasocial entre influencers y su audiencia y sus efectos sobre la percepción de marca para determinar maneras de poder aprovecharla en beneficio de la marca. Con los hallazgos, se pudo determinar la consideración de la interacción parasocial en las estrategias de marketing actuales, los beneficios que esta trae para influencers y marcas; y maneras de poder gestionarla a través del mismo influencer. Debido a que es un elemento que surge en la audiencia, la interacción parasocial es una variable bajo el control del público. Es solo gestionable a través del influencer, mediante elementos relevantes a considerar desde la etapa de planeación de la estrategia, y, de esa manera, aprovechar la interacción parasocial desde etapas iniciales y no solo descubrirla en el desarrollo de una campaña. / Parasocial interaction is a phenomenon present in the relationships between audiences and influencers, however, it is not taken into consideration in the development stages of marketing strategies with influencers, who play an important role in brands’ communication today. This paper is a qualitative investigation carried out through interviews with marketing, psychology and communications specialists which looks for expanding the knowledge of the dynamics of parasocial interaction between influencers and their audiences and its effects on brand perception to determine ways to obtain brand benefits. With this study, it was possible to determine the role of parasocial interaction in current marketing strategies, the benefits it brings to influencers and brands; and ways to manage it through the influencer. Since it is an element that originates in the audience, parasocial interaction is a variable under their control. It is only manageable through the influencer, considering relevant elements since the planning stages of the strategy, so, that way, the brand can benefit from parasocial interaction since the planning stages and not only in the development stage of a campaign. / Tesis

Bakgrund: Digitaliseringen av sällanköpsvaruhandeln har bidragit till en strukturomställning där konkurrensen för fysiska butiker blivit allt hårdare. Brytpunkten för tillväxt inom modebranschen, som ingår i sällanköpsvaruhandeln, har skiftats från fysisk butik till e-handel och den snabbväxande e-handeln visar inga tecken på att avta, snarare tvärtom. Det sker en prispress, både online och i fysiska butiker, vilket innebär att det oftast är de svagaste butikerna (främst mindre fysiska butiker) som är de först drabbade, på grund av svårigheterna att anpassa sig. Studien visar därmed hur de fysiska butikerna skapar konkurrenskraft för att stå sig kvar på marknaden. Syfte: Syftet med denna studie är att bidra till en ökad förståelse för hur fysiska små butiker inom modebranschen skapar konkurrenskraft, samt hur e-handeln påverkar konkurrensen för dessa. Forskningsfrågor: -Hur påverkas de små fysiska modebutikerna av e-handelns framväxt? Hur skiljer det sig mellan rural area och city area? -Hur skiljer sig marknadsföringsstrategier och prissättningsstrategier från befintliga små fysiska butiker inom modebranschen i jämförelse med nedlagda butiker? -Hur ska de fysiska små modebutikerna undvika butiksdöd och hantera utmaningarna för långsiktig överlevnad? Resultat: Studien resulterar i att alla fallföretag skapar konkurrenskraft genom att erbjuda sina kunder en hög personlig service där kunden alltid är i fokus och kommer i första hand. Den höga personliga servicen är en ännu viktigare konkurrensstrategi om butiken är belägen i en rural area. På sikt kommer däremot små fysiska modebutiker behöva anpassa sig till branschens strukturomvandling och erbjuda kunder ett mer sömlöst upplägg för att kunna konkurrera med e-handeln. I dagsläget har e-handeln ett stort försprång i både pris och räckvidd och en strukturomställning skulle innebära att fysisk butik och e-handel konkurrerar på liknande villkor och på så vis undviks dagens konkurrensasymmetri. / Background: The digitalization of the retail industry has contributed to a restructuring, where competition for physical stores has become increasingly fierce. The breaking point for the growth of the fashion industry has shifted from the physical store to e-commerce and the fast-growing e-commerce is showing no signs of abating, but rather the opposite. There is a constant pressure on prices, both online and in physical stores, which means that it is usually the weakest stores (mainly smaller physical stores) which are the first affected because of the difficulties in adapting. The study thus shows how the physical stores create competitiveness to remain in the market. Purpose: The purpose of this study is to contribute to an increased understanding of how physical small stores in the fashion industry creates competitiveness, and how e-commerce affects competition for these. Research questions: -How do the physical small stores (within the fashion industry) create competitiveness based on marketing strategies and pricing strategies? How does it differ between the rural area and the city area? -How do marketing strategies and pricing strategies differ from existing small physical stores in the fashion industry in comparison to closed stores? -How should the physical small fashion stores handle the challenges of long-term survival? Conclusion: The study results in all case companies creating competitiveness by offering their customers a high personal service where the customer is always in focus and comes first. The high personal service is an even more important competitive strategy if the store is located in a rural area. In the long run, small physical fashion stores will need to adapt to the structural transformation and offer customers a more seamless design in order to compete with e-commerce. At present, e-commerce has a major advantage in both price and scope, and a restructuring would mean that physical stores and e-commerce compete on similar terms and thus avoid today’s competitive asymmetry.

Актуальность темы: в современных условиях пандемии и сложившейся напряженной конкурентной борьбы возросла роль стратегического планирования, которое определяет жизнеспособность и стабильность работы предприятия. Цель – разработка методического подхода и практического инструментария для реализации антикризисной стратегии компании на основе стратегии «голубого океана» с применением технологий проектного управления. Задачи: изучить теоретические аспекты базовых стратегий вывода компании из кризиса и проектных технологий в реализации стратегии; проанализировать внешнюю и внутреннюю среды компании и обосновать необходимость перехода к стратегии «голубого океана»; разработать проект по внедрению антикризисной стратегии компании и сделать рекомендации по снижению рисков проекта. Научная новизна работы заключается в дополнении существующих антикризисных маркетинговых стратегий стратегией «голубого океана»; адаптации стратегии «голубого океана» в качестве антикризисной стратегии фирмы; совершенствовании методики внедрения стратегии «голубого океана» за счет применения технологий проектного управления. Предложенная совокупность методов является основой разработки и процесса внедрения антикризисной стратегии ИП Карамышева С.В. Также предложенные методы могут быть применимы компаниями, которые находятся в поиске возможностей роста, желающих повышать ценность своих товаров и услуг для потребителей, избегая прямой конкурентной борьбы. В результате решения поставленных задач были получены следующие выводы: В качестве альтернативной антикризисной маркетинговой стратегии была рассмотрена стратегия «голубого океана» и аналитический инструментарий, необходимый для разработки стратегии: как стратегическая канва, модель четырех действий, решетка «упразднить – снизить – повысить – создать». Основываясь на основных ценностях потребителей, была определена необходимость в создании продукта, отличающегося красочным и привлекательным внешним видом и натуральным составом без использования синтетических добавок. Выбранная стратегия «голубого океана» позволяет вывести предприятие из кризисного положения путем реконструирования границ рынка, а также дает возможность компании осуществлять рыночную деятельность, уклоняясь от дорогостоящей прямой конкурентной борьбы. А использование технологий проектного управления при разработке антикризисной стратегии – осуществлять процесс внедрения и разработки одномоментно, что крайне необходимо в условиях кризиса. В рамках данной магистерской диссертации на основании создания новой стратегии компании были даны рекомендации по реконструкции границ рынка, заключающиеся в открытии нового целевого сегмента рынка, изменении функциональной и эмоциональной привлекательности продукта для потребителей, а также расширению каналов распределения продукта. / Relevance of the topic: in modern conditions of a pandemic and the current intense competition, the role of strategic planning determines the stability and stability of the enterprise. The goal is to develop a methodological approach and practical tools for the implementation of the company's anti-crisis strategy based on the “company strategy” strategy using project management technologies. Objectives: to study the theoretical aspects of the basic strategies for getting the company out of the crisis and project technologies in implementing the strategy; analyze the external and internal environment of the company and justify the transition to the "blue ocean" strategy; The project is a project to implement the company's anti-crisis strategy and make recommendations to reduce project risks. The scientific novelty of the work lies in the expansion of the implementation of anti-crisis strategic strategies of the "blue ocean"; adapting the blue ocean strategy as a firm's anti-crisis strategy; improving the methodology for implementing the "blue ocean" strategy through the use of project management technologies. The proposed set of methods for the development and implementation of an anti-crisis strategy SP Karamysheva S.V. Also, the proposed methods can be applied, which are achieved in the search for growth opportunities who want to increase the value of their goods and services for consumers, avoiding direct competition. As a result of solving the tasks, the following conclusions were obtained: As an alternative anti-crisis marketing strategy, the strategy of the “blue ocean” and the analytical tools necessary for developing a strategy were considered: as a strategic canvas, a model of four actions, a lattice “abolish - reduce - increase - create”. Based on the core values of consumers, the need was identified to create a product that has a colorful and attractive appearance and a natural composition without the use of synthetic additives. The chosen strategy of the “blue ocean” allows the company to get out of the crisis situation by reconstructing the boundaries of the market, and also enables the company to carry out market activities, avoiding costly direct competition. And the use of project management technologies in the development of an anti-crisis strategy is to carry out the process of implementation and development at the same time, which is extremely necessary in a crisis. Within the framework of this master's thesis, based on the creation of a new company strategy, recommendations were given for the reconstruction of the market boundaries, which consists in opening a new target market segment, changing the functional and emotional attractiveness of the product for consumers, as well as expanding the product distribution channels.

The mobile app market is continuously increasing and an increasingly number of actors aims to gain market shares in this business sector. At the same time the number of app stores with a significant influence on the market are few; with Google Play and Apple App Store as the major actors of the app store market. With few distributions channels, and many large companies with resources as competitors, it is crucial for initiated startups to find suitable marketing strategies in order to compete on the app market. This study focuses on startups which are in their earlier phase of existence and do not have an excess of resources. The case of Truecaller is of interest to mobile app startups in general because of its exceptional successfulness in a relative short amount of time. First a thorough research of secondary literature was performed to find marketing activities applicable to mobile app developers. These marketing activities were divided and applied by using the four P’s of marketing in order to achieve a perceivable framework which is possible to grasp. The marketing activities were reformed into open-ended questions which were conducted during the interviews on Truecaller’s Marketing Manager, and Release/Project Manager. The gathered marketing activities that were demonstrated to be successful by the case of Truecaller, which is the empirical example of a startup in this study, were structured into a marketing strategy framework. The central findings of this study were firstly that unpaid promotional marketing activities in form striving for customer reviews, social media integration and sharing functions implemented to the app should be done in order to increase the word of mouth spread. It is also emphasized to build good relationships with different opinion leaders and further on to send push notifications to remind users of the app. Paid promotional activities were found to be optional for startups in the context of this study. Secondly the central findings regarding the Product strategies were frequent updates of the app to remind users of its existence, strive for feedback, and try to build on network effects. Furthermore in addition to build a unique and functional app which enables a positive user experience, it is important to offer users instant support and to execute localizations strategies. Thirdly the findings of the Place category were the visibility aspects to choose an appealing app name and app description, have an attractive app icon and screenshots, and to choose effective keywords and categories. Moreover it is emphasized to ensure availability and compatibility by supporting several platforms. Lastly concerning Price it is important for startups to find their own customized strategy, but the case of Truecaller stressed the freemium pricing strategy.

Marketing is an essential part of the overall organization when it comes to introducing a company’s new offerings to the market. Therefore, customers need to be informed and aware of the company’s entire portfolio to be able to make correct decisions that benefit them. From a company’s perspective, an extended portfolio provides opportunities to explore new markets and improve the scope of its operations. The growing demand of additional services enables development of a more service-oriented business with value-added-sales for the industry. Consequently, the importance of finding an appropriate marketing strategy that promotes communication and long-term relationships with customers is relevant. Value-added-sales may be introduced to a greater extent, in order to maintain competitiveness among others. The purpose of this study is to contribute to an increased understanding of how marketing affects steelmaking companies to provide and inform customers with value-added-sales. Opportunities and challenges have been identified from employees’ point of view concerning the process of introducing value-added-sales, to later mitigate them with support factors to promote favorable marketing. To fulfill the research purpose, a case company was used, which is an official global steel company that traditionally provides product-based services based in Sweden, however, now focusing on extending their portfolio with value-added-sales, e.g. with supplementary services. The thesis has a qualitative approach by including internal interviews with the case company’s employees, as well as employees from an additional company that has a strong connection to the case company. Furthermore, a literature study was conducted to analyze existing theories in the research field to obtain suitable results. The results have emphasized the importance of education and training as well as decent relationship with the customers. The main findings contributed to factors concerning challenges with providing value-added-sales, which aimed to be mitigated: Cost-focused customers, Time-consuming, Internal knowledge, Outperform the customers, Internal support, and Sales focus. Accordingly, appropriate support factors were proposed to promote marketing of selling value-added-services. / Marknadsföringen utgör en viktig del i den övergripande organisationen när det gäller att introducera ett företagets nya erbjudanden på marknaden. Därför måste kunderna informeras och vara medvetna om företagets hela portfölj för att kunna fatta korrekta beslut som gynnar dem. Ur ett företags perspektiv, ger en utökad portfölj möjligheter att utforska nya marknader och förbättra företagets omfattning. Den växande efterfrågan på ytterligare tjänster möjliggör utveckling av en mer serviceinriktad verksamhet med mervärdesförsäljning för branschen. Således är det av vikt att hitta en lämplig marknadsföringsstrategi som främjar kommunikation och långsiktiga relationer med företagets kunder. Mervärdesförsäljning kan införas i större utsträckning för att upprätthålla konkurrenskraften på marknaden. Syftet med denna studie är att bidra till en ökad förståelse för hur marknadsföring påverkar stålindustriföretag för att förse och informera företagets kunder med mervärdesförsäljning. Utmaningar och möjligheter har identifierats ur medarbetarnas perspektiv när det gäller att införa mervärdesförsäljning, för att senare mildra dem med stödfaktorer för att främja en gynnsam marknadsföring. För att uppfylla forskningsändamålet användes ett fallföretag, som är ett officiellt globalt stålföretag i Sverige, men som nu fokuserar på att utöka sin portfölj mervärdesförsäljning, t.ex. med kompletterande tjänster. Avhandlingen har ett kvalitativt tillvägagångssätt genom att inkludera interna intervjuer med fallföretagets anställda, samt anställda från ett ytterligare företag som har en stark koppling till fallföretaget. Vidare genomfördes en litteraturstudie för att analysera befintliga teorier inom forskningsområdet för att erhålla lämpliga resultat. Resultaten har betonat vikten av utbildning och anständigt förhållande till kunderna. De viktigaste fynden bidrog till faktorer som rör utmaningar med att tillhandahålla mervärdesförsäljning, som syftade till att mildras: Kostnadsfokuserade kunder, Tidskrävande, Intern kunskap, Överträffa kunderna, Internt stöd, och Försäljningsfokus. Följaktligen föreslogs lämpliga stödfaktorer för att främja marknadsföring av försäljning av mervärdestjänster.