International Journals of Marketing and Technology
Year : 2013, Volume : 3, Issue : 10
First page : ( 85) Last page : ( 94)
Online ISSN : 2248-1058.

Marketing capabilities among Malaysian Small and Medium Enterprises (SME) in the agro-based industry

Ahmad Azhar

PhD., Faculty of Economics and Management, School of Management, Universiti Kebangsaan Malaysia

Online published on 14 November, 2013.

Abstract

Studies have shown that one of the major problems in developing the small and medium industries is marketing. The problem becomes more critical among agro-based producers because of the nature of the products. Agro-based products have shorter life span and require special and careful treatment in the production process. In addition, agro-based products require good marketing practices in order to increase sales. Hence, this study highlighted the marketing capabilities among the agro-based companies in Malaysia. The factors include target market, situation analysis and marketing mix including product, price, place, and promotion. The main objective of the study is to analyse the marketing management of the SMEs and their business performances. The study was conducted on 237 agro-based producers in Malaysia. As a whole, only 20 SMEs are considered to be successful due to their ability to market their products and has good sale performance.

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Keywords

Situation analysis, marketing mix, targeting, agro-based products, performance.

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