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Record Nr. |
UNINA9910847079103321 |
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Autore |
Mutum Dilip S |
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Titolo |
Marketing Case Studies in Emerging Markets : Contemporary Multi-Industry Issues and Best-practices |
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Pubbl/distr/stampa |
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Cham : , : Springer, , 2024 |
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©2024 |
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ISBN |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (252 pages) |
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Collana |
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Springer Business Cases Series |
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Altri autori (Persone) |
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EweSoo Yeong |
GhazaliEzlika M |
Louis VincentRacheal |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di contenuto |
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Intro -- Contents -- Introduction: Emerging Market Resilience: Modern Marketing Strategies for a Dynamic World -- References -- Part I: Crisis Management and Recovery Strategies -- Case 1: Resilience and Recovery in the Tourism Industry During COVID-19 -- 1 Introduction -- 2 Overview of the Hotel Industry in Indonesia and Malaysia: A Critical Economic Pillar -- 3 The Unprecedented Impact of the COVID-19 Pandemic on the Hotel Industry in Indonesia and Malaysia -- 4 Survival and Growth Strategies During the Crisis -- 4.1 Cost-Based Strategies -- 4.2 Product/Service-Based Strategies -- 4.3 Market-Based Strategies -- 4.4 Community-Based Strategies -- 5 Conclusion -- References -- Case 2: Maxis: The Social Media Quagmire and the Road to Redemption -- 1 Going 'Live' to Apologise -- 2 About Maxis -- 3 Market Share -- 4 The Dynamic CEO -- 5 Maxis Social Media Crisis -- 6 Maxis Responds, Customers Counter Respond -- 7 Going Live on Facebook -- 8 Conclusion -- References -- Case 3: Pivoting in the Pandemic: How BlewMinds Adapted to the Covid-19 Pandemic? -- 1 Introduction -- 2 BlewMinds' Growth Journey -- 3 Pandemic-Induced Challenges -- 4 Pivoting Toward Virtual Professional Coaching -- 5 Expanding BlewMinds During the Pandemic -- 6 Client Understanding -- 7 Process and Standards -- 8 Client Acquisition and Communication -- 9 Key Drivers for Client Satisfaction |
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-- 10 The BlewMinds Culture -- 11 The Path Ahead -- Appendix 1 BlewMinds' Business Environment Analysis using PESTEL Framework -- Appendix 2 Understanding BlewMinds Change Management: McKinsey's 7S Framework -- Appendix 3 7Ps Marketing Mix -- References -- Case 4: Innovate or Stagnate! Tealive's Entrepreneurial Voyage in the F& -- B Industry -- 1 Introduction -- 2 Overview of the Bubble Tea Market -- 3 Company Background. |
4 Disputes Before and After Establishing Tealive -- 5 Expanding Globally -- 6 The Impact of COVID-19 on the Bubble Tea Market -- 7 Tealive Corporate Entrepreneurial Strategies -- 7.1 Product Diversity and Innovation -- 7.2 Partnerships -- 8 Conclusion -- References -- Part II: Digital Transformation and Technological Innovation -- Case 5: Tesla's Entry and the Evolving Dynamics of the Electric Vehicle Market in Malaysia -- 1 Introduction -- 2 The Malaysian EV Industry -- 3 The Entrance of Tesla into the Malaysian Market -- 4 The Challenges of the Malaysian EV Market -- 4.1 Challenges of the EV Providers in Malaysia -- 4.1.1 Insufficient EV Charging Infrastructure -- 4.1.2 Price Premium Lower the Demand -- 4.2 Challenges Faced by Tesla as a New Entrant -- 4.2.1 Tesla Supercharger Charging Stations -- 4.2.2 Price Premium of Tesla Models -- 4.2.3 Intense Competition in the Malaysian EV Market -- Competition with Budget-Friendly EVs -- Competition with Premium-Priced EVs -- Competition with Local Car Manufacturer -- 5 Conclusion -- References -- Case 6: Dealshare.In: Disrupting the Indian E-Commerce -- 1 Introduction -- 2 Market Overview -- 2.1 Social Commerce in India -- 2.1.1 Market Size and Growth -- 2.2 e-Grocery in India and Market Trends -- 2.2.1 Key e-Grocery Models Operating in India -- 3 DealShare's Journey -- 3.1 The Growth Story -- 3.2 DealShare Business Model and Strategy -- 3.2.1 Problem Statement -- 3.2.2 The Solution -- Supply Chain Optimization -- Customer Acquisition focused on Local Community and Social Media -- Gamification on the App and in Communities -- Social Empowerment in Bharat -- 3.3 The Challenges -- 4 What Next? -- References -- Case 7: TikTok Tales: Unravelling the Penang State Museum's Content Strategy for Enhanced Audience Engagement -- 1 Introduction to the Organisation -- 2 The Issue. |
3 Methodology -- 4 Analysis and Discussion -- 4.1 Part 1: Thematic Analysis of the TikTok Content -- 4.2 Part 2: Interview on Content Governance -- 4.3 Museum Social Media Engagement Behaviour Model (MSMEB) -- 5 Practical Recommendations -- 6 Conclusions -- References -- Case 8: The Use of Virtual Reality in Thailand's Destination Marketing: A Case Study -- 1 Introduction -- 2 Virtual Reality as We Know It -- 3 Virtual Reality in Travel and Tourism -- 4 Thailand Tourism: 360-Degree Virtual Reality -- 5 What Lies Ahead? -- 6 Conclusion -- References -- Part III: Environmental Accountability and Ethical Marketing -- Case 9: The Food Waste Crisis: Why Do Developing Countries Continue to Fail? -- 1 Introduction -- 2 Current Status of Food Insecurity and Food Waste in Malaysia -- 3 Commitment to Green Initiatives and Sustainable Consumption -- 4 Challenges of Applying a Food Sharing Principles -- 5 Consumer Culture and Food Symbolism -- 6 Game Changers: The Food System of Tomorrow -- 7 Conclusion -- References -- Case 10: Heng Hiap Industries-Pioneer in the Plastic Recycling Industry -- 1 Introduction -- 2 Malaysian Plastic Waste Management Landscape -- 3 Company Profile of Heng Hiap Industries (HHI) -- 4 The Customer Base and Products of HHI -- 5 HHI's Adaptation to Shifting Consumer Demand: A Focus on Meeting New Needs -- 6 Challenges Faced by HHI and How They Overcome Them -- 6.1 Integration of a Fragmented Recycling Value Chain -- 6.2 Threat of Greenwashing and Operational |
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Credibility -- 6.3 Restriction on Import of Plastic Waste and HHI's Reliance on Local Plastics -- 7 Mapping HHI's Future Strategy -- 8 Conclusion -- References -- Case 11: Delivering Convenience in Crisis-Food Delivery During the COVID-19 in Thailand -- 1 Introduction. |
2 Business Strategies Used during the COVID-19 Period to Promote Food Delivery Services -- 3 Marketing Strategies of Food Delivery Service Providers -- 4 Issues/Problems After the Increase in Food Delivery Services -- 4.1 Increasing Plastic Waste -- 4.2 Increasing in Energy Consumption and Pollution -- 4.3 Poor Well-Being and Protection for Food Delivery Riders -- 5 Possible Solutions to Solve the Problems -- 5.1 Use of Eco-Friendly Packaging: Eco-Label to Increase the Awareness -- 5.2 Promoting Sustainable Packaging Alternatives -- 5.3 Adopting Multiple Delivery Options -- 5.4 Transition to Electric Delivery Vehicles -- 5.5 Implementation of the Utensils-on-Request Policy -- 5.6 Leveraging the Power of Social Media to Increase Consumers Green Awareness -- 5.7 The Government's Role in Safeguarding the Well-Being and Rights of Food Delivery Riders -- 6 Conclusion -- References -- Case 12: From Scraps to Style-The Art of Hermès' Upcycling Journey with "Petit H" -- 1 Introduction -- 2 Hermès Background -- 3 Luxury Brands Market Potential in Thailand -- 4 Market Challenges and Issues -- 5 Petit H Stores -- 5.1 Paris: Hermès' Petit H Store Strategy -- 5.2 New York City: Hermès' Petit H Store Strategy -- 5.3 Bangkok: Hermès' Petit H Store Strategy -- 5.4 The Stores' Strategies -- 6 Product Upcycling Innovative Transformation -- 7 Aligning with UN's Sustainable Development Goals -- 8 Petit H Market Strategy and Responses -- 9 Petit H Returns and Exchange Policy -- 9.1 Impact on Thailand's Luxury Market -- 10 Do Values Trump Leftovers? -- 11 Conclusion -- References -- Part IV: Sociocultural Dynamics and Consumer Behavior -- Case 13: The Libresse V-Kebaya Controversy in Malaysia -- 1 Introduction -- 1.1 Feminine Care Market -- 2 Past Femvertising Campaigns by Libresse. |
3 Libresse V-Kebaya: A Peranakan Culture-Inspired Campaign in Malaysia -- 4 The Backlash -- 5 The Way Forward -- 6 Lesson Learned -- References -- Case 14: A Netnographic View of Ramadan E-Bazaars-Digital Transformation Amid Crisis -- 1 Introduction -- 2 Literature -- 2.1 The Transformation from Bazaar to E-Bazaar During COVID-19 -- 2.2 Digital Channels in E-Bazaar: Opportunities and Challenges -- 3 Method -- 3.1 Netnographic Study -- 3.2 Data Collection and Analysis -- 4 Results -- 5 Discussion -- 6 Limitations and Recommendations for Future Research -- 7 Conclusion -- References -- Case 15: OREO X BLACKPINK-From Black-White to BLACKPINK -- 1 Introduction -- 2 K-Pop: From Local to Global, from Music to Brand Collaborations -- 3 Oreo: From Classic to Limited Editions, from the US Market to Emerging Markets -- 4 OREO X BLACKPINK: From Black-White to Blackpink -- 5 Identifying and Capitalizing on the Sweet Spot -- 6 Conclusion -- References -- Part V: Strategic Market Entry and Branding Challenges -- Case 16: The Rising Middle Class and Changing Consumption Pattern: Its Impact on Businesses -- 1 Introduction -- 1.1 The Middle Class and Consumption -- 1.2 Do you Consider Yourself Middle Class? -- 2 Who Is the Middle Class in Malaysia? -- 2.1 What Is Middle Class Spending on? -- 3 Tealive Is Viewed as a Substitute Drink for High-End Beverage Drinks -- 3.1 The Theories Behind the Changing Consumption Patterns Due to the Rising Middle Class -- 3.2 Implications for Businesses and Conclusion -- References -- Case 17: Bisleri-Marketing to Manage the Counterfeit Challenge -- 1 Introduction -- 2 Bisleri and its Bottled Water Segment -- 3 Indian |
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Bottled Water Segment -- 4 The Competitive Landscape -- 5 Positioning -- 5.1 "Har Paani Ki Bottle Bisleri Nahi" (Not Every Bottle of Water Is a Bisleri). |
5.2 Ghosh Explained the Rationale Behind Three Different Advertisements. |
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