The Application of an Innovative Marketing Strategy MADM Model—SIVA-Need: A Case Study of Apple Company

Authors

  • Tsuen-Ho Hsu No. 1, Daxue Rd., Yanchao Dist., Kaohsiung City 824, Taiwan (R.O.C.)
  • Sen-Tien Her No. 1, Daxue Rd., Yanchao Dist., Kaohsiung City 824, Taiwan (R.O.C.)
  • Yung-Han Chang No. 188, Sec. 5, Anzhong Rd., Annan Dist., Tainan City 709, Taiwan (R.O.C.)
  • Jia-Jeng Hou No. 580, Xinmin Rd., West Dist., Chiayi City 600, Taiwan (R.O.C.)

DOI:

https://doi.org/10.7903/ijecs.1972

Keywords:

Marketing strategy, SIVA marketing mix, Maslow's Hierarchy of Needs, Nominal group technique, Consistent Fuzzy Linguistic Preference Relations(CFLPR)

Abstract

A review of studies on marketing strategies during the past thirty years has indicated a lack of consistent evaluation of corporate marketing strategies due to the unavailability of a standard multiple attribute decision making (MADM) model of marketing strategy. Drawing on the SIVA marketing mix and Maslow’s hierarchy of needs, this study first generated latent attributes classification references through conceptualization, and established a validated classification matrix based on the data obtained through nominal group techniques (NGT) with 7 experts. With a reliability of 0.95, the resulting classification matrix contained 4 dimensions and 20 attributes, which were then used to develop an MADM model of marketing strategy—"SIVA-Need"—which seeks to probe deeply into customers’ thinking. Based on the SIVA-Need model, this study designed a questionnaire, which was administered to heavy users of Apple products. A total number of 326 valid questionnaires were collected. Analyses of weights obtained through Consistent Fuzzy Linguistic Preferences Relations (CFLPR) suggested that “brand community value” was the crucial attribute, as it ranked highest (0.0631) among the 20 attributes. However, “brand community value” was found to have the biggest performance gap (1.50) while “product benefit” had the best performance (0.235). The 4 dimensions and 20 attributes of SIVA-Need model may provide more valuable information for future studies and a consistent evaluation model for companies to conduct extensive marketing strategy selection. The results of this study suggested that Apple should invest more resources in the improvement of “brand community value” to create more satisfied and repeat-purchase customers.

Author Biographies

Tsuen-Ho Hsu, No. 1, Daxue Rd., Yanchao Dist., Kaohsiung City 824, Taiwan (R.O.C.)

台灣高雄市國立高雄科技大學營銷與分銷管理系特聘教授

Sen-Tien Her, No. 1, Daxue Rd., Yanchao Dist., Kaohsiung City 824, Taiwan (R.O.C.)

博士 台灣高雄市國立高雄科技大學管理學院學生

Yung-Han Chang, No. 188, Sec. 5, Anzhong Rd., Annan Dist., Tainan City 709, Taiwan (R.O.C.)

台灣康寧大學醫療管理系副教授

Jia-Jeng Hou, No. 580, Xinmin Rd., West Dist., Chiayi City 600, Taiwan (R.O.C.)

台灣嘉義市國立嘉義大學工商管理系教授

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Published

2021-09-24

Issue

Section

Business, management, and strategy issue for e-commerce