Behavioral model of business change management in relation to building competitiveness in market economy conditions

In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers’ shopping behavior as effectively as possible. Therefore, it is important for the company to be able to adapt to these changes as effectively as possible. The purpose of the article is to analyze the factors influencing consumer behavior in the market conditions of the Slovak Republic. We described the current situation by a survey, which we conducted in 2020–2021. Among the selected categorical variables, we verified the dependence in two hypotheses by the statistical method of Pearson’s Chi-Square test. Using the method, we pointed out the factors that influence consumer behavior and can be important for change management. We compared the results of the survey with the results of similar surveys conducted abroad. Accepting the results of the survey, we proposed a general model of change management in the discussion part of the article. The model is thus a practical implication for companies with a differentiated subject of business. It also takes into account the behavioral characteristics that the company should adapt to in the current situation in order to achieve its strategic goals

The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy

Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s. Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration. Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic. Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy

The Importance of Probabilistic Analysis in the Application of the Marketing Strategy of the Selected Brand

Entering foreign markets can be an opportunity for some brands. Expansion contributes to developing competitiveness, building a brand and increasing profits, which will be reflected in overall business performance in a market environment. In this article, we elaborate on the identification data of the Starbucks brand. We identify the international environment and the current marketing strategy of the brand. We also focus on defining its marketing performance with regard to the application of the current strategy in the international environment when entering the target foreign market. Based on the analyzed data on the brand and performance, we approach the probabilistic analysis in order to identify the right foreign market. The performed analysis consists of two basic stages. The first step is a rough selection analysis and a fine selection analysis. In the discussion part, we define the advantages and limitations of the brand’s entry into a new foreign market. We support the individual statements with the results of a coarse and fine selection analysis. We also describe the use and limitations of the brand’s cooperation strategy in the future. In the final part of the article, we identify the identified statements with the current marketing strategy and suggest the direction of its development when entering a new foreign market

Marketing strategy applied in the environment of an international company

The escalating trend of globalization makes enterprises increasingly adapt to the international environment. This can be seen as very demanding and diverse. However, there are many multinational corporations currently being active worldwide. Multicultural differences, either the impacts of the economic, political or legal environment can significantly affect the business scope of enterprises in a global environment. For example, gaining and maintaining a competitive advantage worldwide can be an advantage of global action. The subject of the article is an analysis of a company BHP Biliton, which operations extend to twelve countries around the world spreading across all continents. The company also focuses on current global trends. The articles is focused mainly on the slowdown in economic development, where BHP Billiton has a corporate program in place. The company also tries to tackle the global climate change problems by cutting emissions. The subject of the analytical part of the article is to analyze the competitive position by means of the Porter model on the basis of available data about the BHP Billiton company. Furthermore, Ansoff’s matrix is elaborated in the analytical part, which identifies the specific strategy of targeting the company to products or markets. Based on the analyzed and compared data and outputs from BHP Billiton’s analysis, the article proposes a more effective way of using a marketing strategy and accepting global trends

The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship

Irrationality is a strong phenomenon in consumer behavior that significantly impacts final purchase decisions. Through holistic approaches, companies have become more oriented towards emotional experiences. This study investigates the emotional impact of Dove brand advertising appeals on the frequency and intensity of emotions experienced by Slovak consumers. A theoretical framework was created for the conceptual development of emotional appeals in advertising and their impact on irrational purchasing behavior. An online questionnaire was conducted using the scale of subjective emotional habitual well-being (“SEHP”) of the psychodiagnostic tool on a sample of 417 Slovak consumers. The results show that (1) advertising with emotional appeal has different effects on consumers’ purchasing behavior depending on their age, (2) advertising with emotional appeal affects consumers more negatively than positively, and (3) the use of emotional appeal in the advertising space creates an emotional connection with the brand. Our study shows that the current trends in the influence of emotional appeal can promote impulsive and irrational buying behaviors. Thus, consumers become part of the brand, creating an emotional connection between them. This connection can result in positive purchase decisions. Creating emotional appeal in cosmetic products also has social significance in building self-confidence, status, and beauty

Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal

The correlation and perception of advertising on adolescents have been shown to be a key factor in the survival of subjective emotional states. In this research, we map the affective level in relation to emotions in the context of assessing the marketing advertisement “Man on the Moon” by John Lewis company. We assess how an emotional appeal affects adolescents in various areas of the Slovak Republic, following several crucial demographic features of respondents. We examined the affective level by means of a psychodiagnostic tool in the form of a standardized tool of the scale of subjective emotional habitual well-being. To measure the emotional component of subjective well-being, we used descriptive words that expressed experienced emotions and feelings. From the collected data, we determined the frequency of positive and negative mood and verified the dependence between the variable region and emotion. We used Pearson’s chi-square test. When evaluating the data, we found dependencies between the categorical variable region and emotion. We did not find a relationship between the variable gender and emotion. The geographical division within the national market has an impact on the experience of positive and negative emotions when looking at advertising with an emotional appeal to the story