Factors affecting marketing strategy of logistics business – Case of Vietnam

Hong, Pham Van; Nguyen, Thanh-Thuy

doi:10.1016/j.ajsl.2020.03.004

Cited by 22 publications

(13 citation statements)

References 35 publications

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“…The fourth is responsible for evaluating the effecti veness of the product policy of the organization of pro duct sales [2]. The considered group of criteria makes it possible to evaluate the existing product strategy at the enterprise, from the point of view of the economic efficiency of the main functioning processes: production, financial situation of the enterprise, promotion and sales of goods [9].…”

Section: Resultsmentioning

confidence: 99%

Research of scientific approaches to assessing the effectiveness of corporate enterprise product strategy

Derzhavska

2023

TAPR

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The object of research is scientific approaches to the product strategy of corporate enterprises, as well as types of product strategies, presentation of methods for evaluating product strategies, and the experience of successful companies with effective product strategies. Factors that influence the implementation and choice of a product strategy are considered in a structured and step-by-step manner. The basis of the activity of every enterprise is to achieve the set goals. It is precisely in this that the use of a product strategy will be needed, as it helps to focus and come to the question of determining the goals of entrepreneurial activity with the appropriate importance. And the determined indicators of the evaluation of the effectiveness of product strategies carry out a corrective action in the process of promotion of the enterprise, make it clear whether changes in the product strategy of the enterprise are necessary, and whether the enterprise has achieved the specified goals. The most effective product strategies in today's conditions of high competition and the rapid turnover of dissatisfied customers are based on the satisfaction of customer needs, which is the most modern approach to success. To determine the degree of customer satisfaction with the presented product, metrics are used, which in turn help to adjust the company's offer and product strategy. Highly appreciating the contribution of scientists to the development of the theory of product strategy formation, it is worth noting that there are a number of unresolved issues of a theoretical and applied nature, related to the lack of a unified view on the effectiveness of the formation of a product strategy, different visions and the unsystematic nature of the process of its evaluation, the uncertainty of directions for improving the formation process product strategy and debatable approaches to the choice of product strategies in the activities of corporate enterprises. This necessitates the further substantiation of scientific provisions regarding the formation of the product strategy of corporate enterprises of the food industry.

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Section: Resultsmentioning

confidence: 99%

Research of scientific approaches to assessing the effectiveness of corporate enterprise product strategy

Derzhavska

2023

TAPR

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“…At the heart of a sustainable transport strategy are negative/ impact control traffic accidents, congestion, land, air and water pollution, noise vehicle, and energy consumption (Dimić et al, 2016). Hong and Nguyen (2020) examined a variety of factors in order to find out which factors have the greatest impact on the marketing strategy of logistics companies in developing countries, in particular in Vietnam. Hong and Nguyen (2020) as well as Toymentseva et al (2016) evaluated a company's micro, macro, and internal environment parameters, they represent company business profile and overall development strategy based on identification of optimal strategies for logistics, marketing, manufacturing, finance, and human resource management.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Hong and Nguyen (2020) examined a variety of factors in order to find out which factors have the greatest impact on the marketing strategy of logistics companies in developing countries, in particular in Vietnam. Hong and Nguyen (2020) as well as Toymentseva et al (2016) evaluated a company's micro, macro, and internal environment parameters, they represent company business profile and overall development strategy based on identification of optimal strategies for logistics, marketing, manufacturing, finance, and human resource management. The overall strategic plan covers all activities of the enterprise and sets out its main objectives.…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Technological Development on Transport Enterprises’ Marketing Strategy (Lithuanian Example)

Išoraitė

Jarašūnienė

Vaičiūtė

2022

Business: Theory and Practice

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The article analyses the influence of technological development of transport enterprises on marketing strategies in the light of academic literature which highlights the importance of technological development tools. Technological development of enterprises in the transport sector is necessary in order to adapt to technological, economic, and market changes. The article presents major technological developments which are considered significant according experts. The most important technological development tools which influence marketing strategies of transport enterprises are presented. In order to examine the tools of transport development, a qualitative analysis was performed, and the method of statistical analysis was applied. The research results can be applied in planning marketing strategies of transport enterprises.

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“…To meet the highest possible level of customer needs, it requires a unified management of logistics and marketing, as proper customer service includes optimal delivery time, quality and flexible delivery, as well as delivery skills and the ability to respond appropriately to suddenly increased demands [4]. Logistics is a means to achieve marketing targets, as marketing stimulates demand and transmits market impulses to production; logistics executes demand and implements production-related flow processes [5].…”

Section: The Role Of Logistics and Marketing In The Sales Systemmentioning

confidence: 99%

The impact of marketing strategy on logistics decisions and the implementation of JIT

Sós

Földesi

2021

Acta Tech. Jaurinensis

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Marketing has a significant impact on logistics systems and corporate performance, so it is nowadays necessary to define a marketing logistics strategy in the lives of larger companies so that logistics decisions are not distorted by the marketing strategy. According to the current direction of development, smaller and smaller quantities of goods are constantly being moved, with ever shorter deadlines. Therefore, companies prefer to use the Just In Time (JIT) system, which results in a gradual reduction in inventory costs, but increases the burden on the environment. In this article, we analyze the interaction between marketing and logistics and the logistics environment required to implement a JIT system. For research we have used the matrix of Quality Function Deployment (QFD) technique to evaluate the needs of the customer with respect to the JIT system, thus clarifying the logistics strategy applicable to the introduction of the specific product.

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Factors affecting marketing strategy of logistics business – Case of Vietnam

Cited by 22 publications

References 35 publications

Research of scientific approaches to assessing the effectiveness of corporate enterprise product strategy

Research of scientific approaches to assessing the effectiveness of corporate enterprise product strategy

The Impact of Technological Development on Transport Enterprises’ Marketing Strategy (Lithuanian Example)

The impact of marketing strategy on logistics decisions and the implementation of JIT

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