PROMOTIONAL STRATEGY: THE CASE OF KOKO MINDA FOOD INDUSTRIES

Authors

  • Mohd Faezy Kamarolzaman

Abstract

Small medium entreprise is the backbone of local and world economy. Same goes with Malaysia as developing country. This proposition study are about to find the suitable factors for promotion mix in SME company, Koko Minda Food Industries that located at Serkam, Melaka. The main objectives of this study are to identify factors in promotional strategy that been practice by Koko Minda Food Industries and to evaluate promotional mix and create the new promotional strategy for Koko Minda Food Industries. 50 respondent that choose from workers, customers, and stockiest of Koko Minda Food Industries. They have answered a set of questions in questionnaire that were develop from the promotional strategy that been used in Koko Minda Food Industries. Data are collected had been analyse using exploratory factors analysis to build the better factors for promotional strategy of Koko Minda Food Industries. The result of analysis shown that the suitable factors that can be used for promotional strategy by Koko Minda Food Industries are government support, personal sales, promotional awareness and business to customers (B2C). This study is benefit Koko Minda Food Industries and SMEs companies that have same industries like Koko Minda Food Industries.

Downloads

How to Cite

Kamarolzaman, M. F. (2018). PROMOTIONAL STRATEGY: THE CASE OF KOKO MINDA FOOD INDUSTRIES. Journal of Technology Management and Technopreneurship (JTMT), 4(1), 55–66. Retrieved from https://jtmt.utem.edu.my/jtmt/article/view/3239

Issue

Vol. 4 No. 1 (2016)

Section

Journal of Technology Management and Technopreneurship

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-By 4.0 (CC BY 4.0)  that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).