Current Issue : April-June Volume : 2024 Issue Number : 2 Articles : 5 Articles
The digital economy has transformed the way businesses operate worldwide and SMEs in Zambia are not exempted from this trend. However, many SMEs in Zambia face challenges in accessing markets, which hinders their growth and competitiveness. E-marketing presents an opportunity for SMEs to reach a broader market and overcome these challenges. Hence the quest to study the factors influencing the adoption of e-marketing as a mode of marketing by SMEs in Zambia. The study involved a sample of 286 respondents who were selected using the Taro Yamane formula from the tourism industry, particularly those in the hotel/lodge business in Livingstone, Zambia. The research is based on Unified Theory of Acceptance and Use of Technology (UTAUT) model. The analysis was performed using the Statistical Package for Social Scientists commonly known by its abbreviation as SPSS. The five variables under observation were: Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions and Behavioral Intentions were used to assess if they influence the actual usage of e-marketing in the tourism industry. The overall coefficient of correlation of 0.722 from the SPSS results suggests that there is a strong positive relationship between actual usage and the independent variables which are PE, SI, BI, EE, and FC. The R-Square (coefficient of determination) of 0.522 suggests that the adoption of digital marketing is influenced 52.2% by the independent variables PE, SI, BI, EE, and FC and 47.8% can be associated to other factors that were not taken into consideration. In order to ensure validity of the data analysis Correlation, Regression and ANOVA analysis was also put to use....
Small and medium businesses currently often face problems in terms of utilizing technology in implementing business strategies to survive competition. It is hoped that Manado State Polytechnic as a higher education institution can contribute to develop competitiveness of small industry in North Sulawesi province. This research aims to determine the generic marketing strategy of the wood craft industry in Tomohon City and the challenges faced in marketing the products produced and the role of the Manado State Polytechnic in contributing to increase the competitive ability of small entrepreneurs in developing the small and medium business sector so that they are more competitive in today’s global market. Based on this, this paper mainly focuses on the Generic marketing strategy of Small Wood company UD Claywood Tomohon and the role of Business gallery at Manado State Polytechnic. Firstly, we overview the generic marketing Strategic of small wood company UD Calywood Tomohon. Secondly, we examine the activities and business role of the Manado State Polytechnic gallery as a place to exhibit the work of students and small industries in North Sulawesi Province. Finally, we describe how the Manado State Polytechnic Gallery Business can contribute to support the marketing activities of small wood industries to increase their ability to survive in today’s digital-based business developments. Through this paper, we hope to have better marketing strategic suggestions for wooden small enterprise, and hope to help the small business to increase their market share in souvenir business in the future. This research uses Qualitative Method by collecting data on wooden craft companies in Tomohon as a source of information and some students’ opinions about the role of the Polimdo business gallery in exhibiting local products. Based on the research, we conducted the generic marketing strategic that small wooden industry UD Claywood Tomohon consists of strategic Focus, Strategic Differentiation and strategic low price....
Tourism in Indonesia has developed rapidly both in terms of quality and type of tourism. Manado State Polytechnic has the potential to become a tourist destination as an educational tourism destination. As one of the providers of vocational education, Polytechnic has research results that can be used as learning materials or used by the community. Therefore, it is necessary to create an educational tourism destination so that people can learn from the Manado State Polytechnic. Promotion of tourist destinations through websites is expected to reach many people. Therefore, this research aims to determine the factors that influence the use of websites to build educational tourism destinations. To achieve this goal, qualitative research methods were used. The data collection technique uses in-depth interview techniques. Through Focus Group Discussion (FGD) to obtain the required information. The informant determination technique uses a determination technique based on the researcher’s subjective considerations (Sugiyono, 2012). The validity test technique uses a triangulation test, namely a technique for checking the validity of data by comparing it with other sources. The analysis method uses the SWOT analysis method, namely strengths and weaknesses from within as well as opportunities and threats from outside. This research uses a descriptive qualitative format to qualitatively describe the Canvas Business Model. Designing a Canvas Business Model to identify elements of website formation based on data from the results of discussions in Focus Group Discussions (FGD) and field observations. The results obtained show that there are opportunities for the development of educational tourism on a wider scale, greater interest from the younger generation and increased tourist satisfaction with this form of recreation. The application of the canvas business model on educational tourism websites can be a guide for campuses in implementing the concept of educational tourism and other academics to develop ideas that combine educational tourism with tourism....
Optimizing a company’s asset and capital structure has a positive effect on reducing capital costs and increasing the use of assets. In this paper, we consider the optimization problem of a company’s asset and capital structure. The proposed model is formulated as a fractional programming problem. The problem was solved numerically on “Mat-lab” using data from Mongolian mining companies. Numerical results are provided....
The requirement to translate and understand the impact of the data on business has become a key. The paper below provides an overview of the emergence of Predictive Modeling and how it optimizes the campaign strategies of the business. The paper seeks to explore the evolution of the model, which is an integral part of marketing strategy formulation. The topic is discussed with the help of a literature review and a detailed framework to provide the findings with the help of mixed method research design is provided. The implications of the model towards marketing are discussed; in addition, the emerging trends and challenges are covered to present the future of marketing ahead. The paper is organized into several key sections. It begins with an introduction that provides background on predictive modeling and states the research objectives. This is followed by a literature review summarizing previous relevant research on using predictive modeling in marketing campaigns. The literature review identifies gaps in the research this study aims to address. The methodology section outlines the proposed research design, data collection methods, and data analysis techniques. Next, the theoretical framework describes relevant models like neural networks and decision trees. The discussion section covers the evolution and applications of predictive modeling, including case studies. Finally, the conclusion summarizes the essential findings and implications, recommends the following steps, acknowledges limitations, and suggests future research directions related to predictive modeling in marketing. Throughout, citations are provided to attribute sources and ideas correctly....
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