Marketing Mix in International Marketing: The Strategy of Gano Excel Industries Sdn Bhd (S/O 14692)

• Main Authors: Ooi, Shirmay, Ramlee, Afifah Alwani
• Format: Monograph
• Language: English
• Published: UUM 2021
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/30185/1/14692_TC.pdf; https://repo.uum.edu.my/id/eprint/30185/
• Institution: Universiti Utara Malaysia

This case provides a study on marketing mix ( 4Ps) of Gano Excel Industries. The purpose of this case is to analyse the marketing mix of the company in its international marketing. This case provides students with experience in explaining the product, promotion, price and place ( distribution) strategies by the company in helping the students to understand about managing global marketing for global business. In addition, students are also exposed to the current issue in international marketing, such as products imitation and global competitions. In this case, Mr Leow, the founder and also the chairman of Gano Excel Industries Sdn. Bhd. is responsible for major decisions about product development, marketing promotion, supply-chain planning and pricing strategies in different countries. This case is an illustrative or best practice case which is suitable for International Business, International Business Policy and Principles of Marketing course.