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

• 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/
• Institution: Universiti Malaysia Sabah

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...