The Impact Of Marketing Environment In Terms Of Competitive Forces Towards Product (Clothes) Sold Along Hang Tuah Street

Zainal Abidin, Siti Fatimah (2014) The Impact Of Marketing Environment In Terms Of Competitive Forces Towards Product (Clothes) Sold Along Hang Tuah Street. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Having a great and creative marketing strategy is a crucial in order to market a product/ service nowadays. It is because there are so many competitors that compete among each other. Today, it becomes a big challenge for marketers to provide satisfaction to their customer. Not only that, marketers must have invested more effort to make customers willing to spend their time to survey and make decision to buy their product. In this research, the shops along Hang Tuah Street are selected to determine the reason why customers are less interested towards products sold on there. The researcher had conducted a research of why the place that quite busy few years ago are now became quite and not attractive. Here the researcher determined the impact of market environment in terms of their competitive forces towards the product sold along Hang Tuah Street. After the issue is determined, the researcher then identified and suggested the best tools of strategy to market the product along Hang Tuah Street in order to help the marketers to stay alive in there. In order to get the information, distribution of questionnaires is done and the data collected is then being analyzed using the SPSS for further research. This research was limited among the owner of the business, workers and the customers of these shop. Based on data collected, it shows that Threat of New Entrant was the biggest forces that gave affect towards the selling activity along Hang Tuah Street. In a nutshell, understanding the needs and wants of the customer is recommended to be implemented by the owner of the business to attract the customer to come to their shop and make them sustain in this market.

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