Marketing Integration Strategies in Enterprise Merger: Basis for Strategic Plan

Abstract

This study explored the dynamics of companies involved in mergers and acquisitions, shedding light on their operational characteristics and post-merger marketing practices. It highlights the challenges faced, such as teamwork, cultural differences, and customer targeting, while emphasizing areas of success and opportunities for refinement. Respondents generally agree on marketing strategies, concepts, and collaboration principles, with recognition of the need for adaptation in the face of changing market conditions and the evolving role of social media. The challenges posed by intense competition, diverse customer preferences, ad blocking, and changing marketing effectiveness are discussed, underlining the importance of adaptability. Economic instability, the growing emphasis on social and environmental responsibility, and the need for strategic planning and consumer-centric approaches are key challenges in marketing concepts. In marketing team collaboration, overcoming obstacles related to unclear goals, interdepartmental cooperation, and cultural differences is crucial to fostering effective teamwork. The strategic plan proposed in response to these challenges emphasizes stakeholder collaboration, content quality, diversified market strategies, transparency, and cultural understanding. It aimed to enhance overall marketing effectiveness, benefiting cement companies engaged in merger initiatives. These recommendations encompass improved communication, cross-departmental cooperation, and training, forming a comprehensive approach to address and overcome the complexities of marketing integration in the context of enterprise mergers.