The Model of Global Marketing Strategy and Performance


  • Andriasan Sudarso Universitas IBBI, Medan, Indonesia
  • Nunung Ayu Sofiati Universitas Indonesia Membangun



Global Marketing Strategy, Marketing Performance, Sharia


The aim of this research is to examine the impact of global marketing strategy on the overall performance of Sharia Apartment Developer in Asia. The participants in this study consisted of all employees working for the Sharia Apartment Developer, totaling 30 developers across three countries (Hongkong, Singapore, and Indonesia). The data collected for this study is quantitative in nature, meaning it is presented in numerical form. This data provides insight into the specific values and variables it represents. The analysis method employed in this study encompasses descriptive analysis and verification analysis. The utilization of global marketing strategies has been shown to have a favorable and noteworthy impact on the overall performance of global marketing. These strategies also hold implications for Sharia Apartment Developers, as they are based on various indicators that highlight the potential strengths and opportunities for these developers in the future. To successfully implement a global marketing strategy, it is crucial to employ an intensive approach that aims at penetrating a wider market. This can be achieved through robust advertising campaigns across print and electronic media, personalized sales calls, enticing sales promotions, and generating publicity. The enhancement of the market (market development) can be achieved through enhanced collaboration. Similarly, product development can be attained by incorporating cutting-edge technology into the facilities. The future implications of the global marketing strategy for a Sharia apartment developer are intertwined with the global marketing mix, specifically focusing on product improvement through renovation and modernization of amenities. This will enable the sharia apartment developer to better compete in the market. Moreover, its advantageous location near public amenities adds to its strategic value. To further promote their offerings, it would be beneficial to diversify promotional media and forge more vigorous alliances with other entities. Prices have a tendency to be quite adaptable. There is a regular practice of running promotions to remind consumers of the current offerings, including both existing and new products, as well as any adjustments in pricing that may have taken place. In addition, every morning there is a customary briefing where one can peruse the latest information. By fostering increased collaboration with other entities, it is possible to enhance cooperation and achieve mutually beneficial outcomes.


Abdurahman, A. Z. A., Ali, J. K., Khedif, L. Y. B., Bohari, Z., Ahmad, J. A., & Kibat, S. A. (2016). Ecotourism Product Attributes and Tourist Attractions: UiTM Undergraduate Studies. Procedia - Social and Behavioral Sciences, 224, 360–367.

Chakiso, C. B. (2015). The Effect of Relationship Marketing on Customers’ Loyalty (Evidence from Zemen Bank). EMAJ: Emerging Markets Journal, 5(2), 58–70.

Effendi, J., Thiarany, U., & Nursyamsiah, T. (2017). Factors Influencing Non-Performing Financing (NPF) at Sharia Banking. Walisongo: Jurnal Penelitian Sosial Keagamaan, 25(1), 109.

Global Initiative for Chronic Obstructive Lung Disease. (2011). Global strategy for the diagnosis, management, and prevention of chronic obstructive pulmonary disease (Revised 2011). Marketing Management.

Holzer, J. (2013). Bcg Growth-Share Matrix. Gale Virtual Reference Library, 64–69.

Hu, H., Geertman, S., & Hooimeijer, P. (2014). Green Apartments in Nanjing China: Do Developers and Planners Understand the Valuation by Residents? Housing Studies.

Kuusk, K., Kalamees, T., & Maivel, M. (2014). Cost effectiveness of energy performance improvements in Estonian brick apartment buildings. Energy and Buildings.

Lee, H. J., & Yang, K. (2013). Interpersonal service quality, self-service technology (SST) service quality, and retail patronage. Journal of Retailing and Consumer Services, 20(1), 51–57.

Luo, P., Wang, X., & Tang, X. (2013). A deep sum-product architecture for robust facial attributes analysis. In Proceedings of the IEEE International Conference on Computer Vision (pp. 2864–2871).

Mahat, N. I., & Warokka, A. (2013). Investigation on zakat as an indicator for Moslem countries’ economic growth. J. for Global Business Advancement.

Marketline. (2014). Starbucks Corporation SWOT Analysis. Starbucks Corporation SWOT Analysis, 1–12. Retrieved from

Martin, S. L., Javalgi, R. G., & Cavusgil, E. (2017). Marketing capabilities, positional advantage, and performance of born global firms: Contingent effect of ambidextrous innovation. International Business Review, 26(3), 527–543.

McNally, R. C., Akdeniz, M. B., & Calantone, R. J. (2011). New product development processes and new product profitability: Exploring the mediating role of speed to market and product quality. Journal of Product Innovation Management, 28(SUPPL. 1), 63–77.

Quelch, J. a., & Hoff, E. J. (1986). Customizing Global Marketing. Harvard Business Review.

Ramani, G., & Kumar, V. (2008). Interaction Orientation and Firm Performance. Journal of Marketing, 72(1), 27–45.

Schilke, O., Reimann, M., & Thomas, J. S. (2009). When Does International Marketing Standardization Matter to Firm Performance? Journal of International Marketing.

SME Corp. (2016a). SME and Entrepreneurship Development Programmes in 2016. Sme Annual Report, 17, 74–83. Retrieved from 4.pdf%0A AR 2015-16 Chapter 5.pdf

SME Corp, S. (2016b). CHAPTER 5 SME and Entrepreneurship Development Programmes in 2016. SME Annual Report 2014/2015, 74–83. Retrieved from AR 2015-16 Chapter 5.pdf

Sun, P. (2010). Differentiating high involved product by trivial attributes for product line extension strategy. European Journal of Marketing, 44(11/12), 1557–1575.




How to Cite

Sudarso, A., & Sofiati, N. A. (2024). The Model of Global Marketing Strategy and Performance. Siber International Journal of Digital Business (SIJDB), 1(3), 89–97.