Acceso al sitio web del Consejo de Políticas de Infraestructura

   
Redirigiendo al acceso original de articulo en 17 segundos...
ARTÍCULO
TITULO

Comparative Analysis: The Effect of Macro and Micro Environment on Marketing Strategy and Marketing Performance of Small Medium Enterprises (Survey on Group of Small Medium Enterprises of Food and Non-Food Products in Cianjur Regency, West Java, Indonesia

R. Abdul Maqin    
Nevi Hendri    

Resumen

This study was a comparative analysis about marketing strategy and performance of groups of food and non-food small-micro industries in Cianjur regency, West Java. The problem in this study was to know the effect of macro and micro environment on the formulation of marketing strategy to improve marketing performance. The result showed that the formulation of marketing strategy could be achieved through the consideration of macro and micro environment. It could also improve the marketing performance of food and non-food small medium enterprises (SMEs). There were both different strategy and performance in marketing and performing the food and non-food SMEs.Keywords: Macro and Micro Marketing Environment, Marketing Strategy Formulation, Marketing PerformanceJEL Classification: M31

PÁGINAS
pp. 70 - 76
MATERIAS
ADMINISTRACIÓN

 Artículos similares

       
 
Angga Febrian,Dhiona Ayu Nani,Lia Febria Lina,Nurul Husna     Pág. in press
The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can understand customer needs regarding the provision of social media quality that c... ver más

 
Nia Sonani     Pág. 1097 - 1105
Social networks in marketing are unavoidable for companies that need excellence. This study explores how informal traders in Jakarta use Instagram as a marketing tool because most of the available literature focuses on small businesses. Screenshots of 30... ver más

 
Mochammad Maulana Hasan Jaelani, R Deni Muhammad Danial, Asep Muhammad Ramdan     Pág. 1485 - 1491
The purpose of this study is to find out the impact of marketing capability on the competitive advantage in creative economy of photograph in Sukabumi city. The object of this study is the marketing capability and competitive advantage. The research meth... ver más

 
Ammar Ali Alalawneh, Saleh Yousef S. Al-Omar and Saleh Alkhatib    
Social media platforms (SMPs) have become a key source of success for many organizations in today?s complex business environment due to advancements in information and communication technologies that have created dynamic innovations. This study aims to e... ver más

 
Sumaryanto Sumaryanto,Erni Widajanti     Pág. 382 - 397
The Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and inc... ver más