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Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia

The rapid changes of retailers are always the primary concern faced by the players in the competitive industry. Without a proper understanding of the market needs in the volatile market environment, retailers are facing shutdowns and experiencing a drastic drop in demand. With this in mind, retailer...

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Main Authors: Phang, Ing @ Grace, Zaiton Osman, Lim, Tze-Yin
Format: Proceedings
Language:English
Subjects:
DS Asia
HF Commerce
Online Access:https://eprints.ums.edu.my/id/eprint/27143/1/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia-Abstract.pdf
https://eprints.ums.edu.my/id/eprint/27143/2/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia.pdf
https://eprints.ums.edu.my/id/eprint/27143/
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spelling my.ums.eprints.271432021-06-09T03:17:11Z https://eprints.ums.edu.my/id/eprint/27143/ Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia Phang, Ing @ Grace Zaiton Osman Lim, Tze-Yin DS Asia HF Commerce The rapid changes of retailers are always the primary concern faced by the players in the competitive industry. Without a proper understanding of the market needs in the volatile market environment, retailers are facing shutdowns and experiencing a drastic drop in demand. With this in mind, retailers need to identify the segmentation and marketing mix strategies in order to enhance the shopping experience for their customers and to maintain sustainability in the competitive market. This paper hence aims to present the empirical findings of a qualitative study into grocery retailer, comparing across three retail formats (e.g. supermarket, minimarkets and convenience store) in Malaysia, and exploring how these local grocery retailers segment, target, position (STP Strategies) and plan for their marketing mix strategies. In order to investigate the experience shared among the retailers, textual data has been collected with the interview approach, and analysis focused on comparing the similarities and differences in retail strategies adopted by these grocery retailers. The data were transcribed and analysed using content analysis with the aid of Quirkos software. The study adopts face to face pre-planned semi-structured in-depth interviews to ensure consistency. The findings of the paper provide an alternative perspective for the retailers and marketers towards the importance of STP and marketing mix strategies in the grocery retail industry. The paper also demonstrates the extension in the current marketing literature, which highlight the crucial contribution of STP and marketing mix strategy in the marketing discipline. Proceedings NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/27143/1/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia-Abstract.pdf text https://eprints.ums.edu.my/id/eprint/27143/2/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia.pdf Phang, Ing @ Grace and Zaiton Osman and Lim, Tze-Yin Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia.
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
topic DS Asia
HF Commerce
spellingShingle DS Asia
HF Commerce
Phang, Ing @ Grace
Zaiton Osman
Lim, Tze-Yin
Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia
description The rapid changes of retailers are always the primary concern faced by the players in the competitive industry. Without a proper understanding of the market needs in the volatile market environment, retailers are facing shutdowns and experiencing a drastic drop in demand. With this in mind, retailers need to identify the segmentation and marketing mix strategies in order to enhance the shopping experience for their customers and to maintain sustainability in the competitive market. This paper hence aims to present the empirical findings of a qualitative study into grocery retailer, comparing across three retail formats (e.g. supermarket, minimarkets and convenience store) in Malaysia, and exploring how these local grocery retailers segment, target, position (STP Strategies) and plan for their marketing mix strategies. In order to investigate the experience shared among the retailers, textual data has been collected with the interview approach, and analysis focused on comparing the similarities and differences in retail strategies adopted by these grocery retailers. The data were transcribed and analysed using content analysis with the aid of Quirkos software. The study adopts face to face pre-planned semi-structured in-depth interviews to ensure consistency. The findings of the paper provide an alternative perspective for the retailers and marketers towards the importance of STP and marketing mix strategies in the grocery retail industry. The paper also demonstrates the extension in the current marketing literature, which highlight the crucial contribution of STP and marketing mix strategy in the marketing discipline.
format Proceedings
author Phang, Ing @ Grace
Zaiton Osman
Lim, Tze-Yin
author_facet Phang, Ing @ Grace
Zaiton Osman
Lim, Tze-Yin
author_sort Phang, Ing @ Grace
title Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia
title_short Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia
title_full Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia
title_fullStr Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia
title_full_unstemmed Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia
title_sort marketing mix and stp strategies: a qualitative inquiry into grocery retailers in malaysia
url https://eprints.ums.edu.my/id/eprint/27143/1/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia-Abstract.pdf
https://eprints.ums.edu.my/id/eprint/27143/2/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia.pdf
https://eprints.ums.edu.my/id/eprint/27143/
_version_ 1760230584803655680
score 13.211869

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