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- Title
Marketing Strategies and Export Performance among Bottled Water Manufacturing in China.
- Authors
Minghui, Bai; Chelliah, Shankar
- Abstract
Purpose: This paper reflects on marketing strategy's role on fostering prominent superior performance of its domestic drinking water industry, in this case, the bottled drinking water industry in China and how the drinking water companies in this sector could strengthen their marketing strategy to obtain superior performance in the international competition. The study aims to answer three questions: (1) To analyze how product strategy improves the degree of profit of drinking water companies in China; (2) To examine the degree to which promotional strategy impacts the sales volume of drinking water companies in China; (3) To assess the effect of marketing strategy on organizational performance of drinking water companies in China. Methodology: This research used descriptive data, tested based on the available data using software packaging for social scientists (SPSS). Findings: The process was found to have a crucial relationship with product strategy, promotional strategy and marketing strategy which shows that there is a crucial relationship among the variables. Also, marketing strategy has the highest mean, which indicates its output factors significantly impact productivity, profitability, and the entire performance. Research limitations: The analysis was based on an individual country. It will be important to validate the findings of the study by comparing the effects of confounding factors in different countries with those in the wider country. In order to determine the influence of sales strategy and export performance in country of origin, the research scope needs to be expanded to include manufacturers from different countries. Practical Implications: The results confirm the concept that product strategy and its relationship to the marketing environment (both internal and external) are critical to improving the bottled water industry. In addition, specific patterns determined based on the analysis of large data sets can stimulate the development of mainstream new concepts in domestic bottled water international research, which has important practical significance. Value: Our research builds on current marketing strategy research by supporting a link between marketing strategy components and overall business performance. The concession of the existing deed allowed the development of an applied model illustrating the overall performance of the company. Marketing, evaluation, dissemination, standardization and transformation of products affect sales, customers and companies' financial results.
- Subjects
CHINA; BOTTLED water; MARKETING strategy; BOTTLED water industry; EXPORT marketing; WATER utilities; WATER shortages; EXPORTS
- Publication
Global Business & Management Research, 2022, Vol 14, p1346
- ISSN
1947-5667
- Publication type
Article