Effective marketing strategy in financial constrain

Haripapbilah, Muhammad Farid (2018) Effective marketing strategy in financial constrain. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Marketing strategy is the most important things when a company wants to make a business in the market. Marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. Twenty to twenty-five percent of the expenditure of many firms related to the marketing strategy (David W. Stewart, 2009). So, the most activities in marketing strategy that have financial constrain is expertise, channel and research and development (R&D). So in the making of marketing strategy have to use big amount of money. So the manager of the company must know how to maintain the marketing strategy became effective but in the low cost of budget. So this research is to identify which financial constrain will makes the marketing strategy became effective in financial constrain condition. The research was completed by using quantitative method and analysis method was completed by using Pearson correlation to measure the relationship between independent variables and dependent variable. Regression analysis was using for hypothesis testing. It is believed that this research paper will beneficial to the industry practitioners and academicians to be served as future reference.

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