A study on the effectiveness of the marketing strategy for inflatable boats / Raja Siti Zalina Raja Ali

• Main Author: Raja Ali, Raja Siti Zalina
• Format: Student Project
• Language: English
• Published: 1999
• Subjects: Marketing; Market segmentation. Target marketing; Management; Product management; Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty
• Online Access: https://ir.uitm.edu.my/id/eprint/60408/1/60408.pdf; https://ir.uitm.edu.my/id/eprint/60408/

This research has been conducted to investigate the relevance strategy to be undertaken in producing inflatable boat that done by MSET. As we know, in Malaysia very few companies are involved in the marine industry as compared to overseas companies especially in the United States of America. Since, it is anew product in our market, MSET needs to study and identify what are the effectiveness of marketing strategies for inflatable boat. Marketing strategy is a vital element for any organization to achieve their goals. This is conducted by studying customers needs and wants by distributing the questionnaires that asked detailed on product by mail survey and personal interviews. Once designed, the questionnaire was piloted on a convenience sampling method to respective respondents that goes to hotel (10 respondents), shipping (8 respondents), ferry/tour operator (8 respondents), oil and gas (7 respondents), and port authority (3 respondents). After completing the entire survey instrument plus together with other method, the procedure for analyzing the data is needed to interpret the overall result. The data that has been collected will then be presented by using frequencies which is the simplest to interpret and to understand that had been explained each questions. For hypothesis testing, cross-tabs and chi-square tests had been used either is accepted or rejected. Through the research conducted, it is discovered that RIB is the most preferred by the respondents. As a conclusion, product attributes is very significant to the respondents. The recommendation would be listed in applying marketing strategy for MSET to consider consists of specify target market, positioning the product, apply customer relationship marketing, improve marketing strategy and etc.