Challenges facing handicraft business in implementing marketing strategies for their products in Melaka

Felix, Rina (2023) Challenges facing handicraft business in implementing marketing strategies for their products in Melaka. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

Marketing is a critical management discipline that enables producers of goods and services to interpret the wants, needs and desires of their customers and match, if not exceed, their delivery to their target consumers. As a result, the function of marketing strategy is to determine the nature, strength, direction, and interaction of marketing mix elements and environmental factors in a specific situation . The existence and profitability of a handicraft enterprise is highly dependent on marketing tactics that enable the seller to increase buyer awareness, attract and retain buyers for the craft. Handicraft firms are among the laggards due to lack of adequate marketing techniques to attract customers. Therefore, this study aims to examine the current marketing strategy of handicraft products, identify challenges in implementing the marketing strategy and examine the impact of challenges on the marketing strategy of handicraft products in Melaka. Exploratory research design and qualitative research methods were used in this study and about 22 respondents were involved in this research to give a better understanding of the existing problems. The main findings revealed that cost-based pricing strategies were used in handicraft companies as well as promotions including advertising, personal selling, sales promotion and publishing of goods and services. In terms of products, entrepreneurs have made several steps, such as taking care of product quality, ensuring that the right products are delivered to customers, and also finding good staff to maintain the motive and offer hard work. Referring to the discussion on location strategy, handicraft entrepreneurs are more focused on online marketing because they are facing many challenges during Covid-19, and this epidemic has convinced them that they need to start business not only in physical stores but also in online stores. By obtaining information about each marketing strategy, this research is beneficial to handicraft researchers and entrepreneurs to develop the right marketing strategy to facilitate business achievement or the success of an organization.

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