Marketing mix and STP strategies: an exploratory study into grocery retailers in Malaysia

• Main Authors: Phang Ing @ Grace, Zaiton Osman, Yin, Lim Tze
• Format: Article
• Language: English; English
• Published: Human Resource Management Academic Research Society (www.hrmars.com) 2020
• Subjects: HB Economic theory. Demography; HF Commerce
• Online Access: https://eprints.ums.edu.my/id/eprint/27587/1/Marketing%20mix%20and%20STP%20strategies%20abstract.pdf; https://eprints.ums.edu.my/id/eprint/27587/2/Marketing%20mix%20and%20STP%20strategies%20fulltext.pdf; https://eprints.ums.edu.my/id/eprint/27587/; http://myjms.mohe.gov.my/index.php/aje/article/view/11665
• Institution: Universiti Malaysia Sabah

The purpose of this paper is to obtain insights on the grocery retailer, by 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...