Key success factors, marketing opportunities and challenges a case study of bonco virgin coconut oil

Phanga, Ing@Grace and Kim, Jennifer Lian Chan and Lim, Tze Yin and R. Fresnido, Mia Bella (2022) Key success factors, marketing opportunities and challenges a case study of bonco virgin coconut oil. Journal of Agribusiness Marketing (Malaysia), 9. pp. 57-71. ISSN 1985-3890

This study centres on the sustainability of the VCO (Virgin Coconut Oil) enterprise macroenvironment and the marketing strategy reactions of consumers amidst the backdrop e of East Malaysia. To better illustrate the marketing complexities of the VCO enterprise, the study examines a small and medium VCO operator, Bonco VCO, and looks at its main elements for success and the chances and trials it faces in terms of marketing. The study adopted a qualitative approach and employed in-depth interviews to elicit information from VCO operators and customers. The results impart invaluable means of recognizing favourable circumstances as well as difficulties for marketing. The findings addressed several key success factors such as involvement with the community projects, operator characteristics, customers’ concern about product quality and availability, and packaging size. Opportunities and challenges were identified, in which issues such as perceived price value, promotional, and new product development should be the focus for the VCO operators.

Full text available from: Official URL: https://www.fama.gov.my/documents/20143/559576/Key...

Abstract

This study centres on the sustainability of the VCO (Virgin Coconut Oil) enterprise macroenvironment and the marketing strategy reactions of consumers amidst the backdrop e of East Malaysia. To better illustrate the marketing complexities of the VCO enterprise, the study examines a small and medium VCO operator, Bonco VCO, and looks at its main elements for success and the chances and trials it faces in terms of marketing. The study adopted a qualitative approach and employed in-depth interviews to elicit information from VCO operators and customers. The results impart invaluable means of recognizing favourable circumstances as well as difficulties for marketing. The findings addressed several key success factors such as involvement with the community projects, operator characteristics, customers’ concern about product quality and availability, and packaging size. Opportunities and challenges were identified, in which issues such as perceived price value, promotional, and new product development should be the focus for the VCO operators.

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Item Type:	Article
AGROVOC Term:	coconut oil
AGROVOC Term:	coconut products
AGROVOC Term:	agro-industrial sector
AGROVOC Term:	agricultural marketing
AGROVOC Term:	value chains
AGROVOC Term:	market research
AGROVOC Term:	farmers
AGROVOC Term:	business management
Geographical Term:	Philippines
Depositing User:	Nor Hasnita Abdul Samat
Date Deposited:	15 Nov 2025 04:24
Last Modified:	03 Feb 2026 03:52
URI:	http://webagris.upm.edu.my/id/eprint/1465

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