Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia

S. Kiumarsi, . and Jayaraman K., . and Salmi Mohd Isa, . and Asra Varastegani, . Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia. pp. 2101-2107. ISSN 22317546

Bakery products become a regular food in most part of the world and are essential commodities today. There is a high potential for business growth in selling bakery products. In the business world Small-Medium Enterprises (SMEs) are primarily engaged in the bakery business but cannot compete with the branded bakery Industry. The SMEs in Malaysia are striving hard to achieve growth in the business of bakery products. The present case study deals with the issues faced by SMEs and provided some valid recommendations to resolve the existing problems in the bakery business. The case analysis and its findings reveal that SMEs have unstructured marketing strategies and needs enhancements in the areas of packaging value add to the bakery products focus on promotion and appropriate advertising strategies. Further the analysis reveals that more coverage of selling points for bakery products the increased number of distribution centers and proper incentives to the agents may definitely improve the marketing of bakery products.

Full text available from: Official URL: http://ifrj.upm.edu.my/21%20(06)%202014/6%20IFRJ%2...

Abstract

Bakery products become a regular food in most part of the world and are essential commodities today. There is a high potential for business growth in selling bakery products. In the business world Small-Medium Enterprises (SMEs) are primarily engaged in the bakery business but cannot compete with the branded bakery Industry. The SMEs in Malaysia are striving hard to achieve growth in the business of bakery products. The present case study deals with the issues faced by SMEs and provided some valid recommendations to resolve the existing problems in the bakery business. The case analysis and its findings reveal that SMEs have unstructured marketing strategies and needs enhancements in the areas of packaging value add to the bakery products focus on promotion and appropriate advertising strategies. Further the analysis reveals that more coverage of selling points for bakery products the increased number of distribution centers and proper incentives to the agents may definitely improve the marketing of bakery products.

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Item Type:	Article
AGROVOC Term:	Bakery products
AGROVOC Term:	Marketing
AGROVOC Term:	Food industry
AGROVOC Term:	Small enterprises
AGROVOC Term:	Marketing strategy
Geographical Term:	Malaysia
Depositing User:	Ms. Suzila Mohamad Kasim
Last Modified:	26 Apr 2025 15:54
URI:	http://webagris.upm.edu.my/id/eprint/21909

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