Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia
The rapid changes of retailers are always the primary concern faced by the players in the competitive industry. Without a proper understanding of the market needs in the volatile market environment, retailers are facing shutdowns and experiencing a drastic drop in demand. With this in mind, retailer...
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my.ums.eprints.271432021-06-09T03:17:11Z https://eprints.ums.edu.my/id/eprint/27143/ Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia Phang, Ing @ Grace Zaiton Osman Lim, Tze-Yin DS Asia HF Commerce The rapid changes of retailers are always the primary concern faced by the players in the competitive industry. Without a proper understanding of the market needs in the volatile market environment, retailers are facing shutdowns and experiencing a drastic drop in demand. With this in mind, retailers need to identify the segmentation and marketing mix strategies in order to enhance the shopping experience for their customers and to maintain sustainability in the competitive market. This paper hence aims to present the empirical findings of a qualitative study into grocery retailer, comparing across three retail formats (e.g. supermarket, minimarkets and convenience store) in Malaysia, and exploring how these local grocery retailers segment, target, position (STP Strategies) and plan for their marketing mix strategies. In order to investigate the experience shared among the retailers, textual data has been collected with the interview approach, and analysis focused on comparing the similarities and differences in retail strategies adopted by these grocery retailers. The data were transcribed and analysed using content analysis with the aid of Quirkos software. The study adopts face to face pre-planned semi-structured in-depth interviews to ensure consistency. The findings of the paper provide an alternative perspective for the retailers and marketers towards the importance of STP and marketing mix strategies in the grocery retail industry. The paper also demonstrates the extension in the current marketing literature, which highlight the crucial contribution of STP and marketing mix strategy in the marketing discipline. Proceedings NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/27143/1/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia-Abstract.pdf text https://eprints.ums.edu.my/id/eprint/27143/2/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia.pdf Phang, Ing @ Grace and Zaiton Osman and Lim, Tze-Yin Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia. |
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DS Asia HF Commerce Phang, Ing @ Grace Zaiton Osman Lim, Tze-Yin Marketing mix and STP strategies: a qualitative inquiry into grocery retailers in Malaysia |
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The rapid changes of retailers are always the primary concern faced by the players in the competitive industry. Without a proper understanding of the market needs in the volatile market environment, retailers are facing shutdowns and experiencing a drastic drop in demand. With this in mind, retailers need to identify the segmentation and marketing mix strategies in order to enhance the shopping experience for their customers and to maintain sustainability in the competitive market. This paper hence aims to present the empirical findings of a qualitative study into grocery retailer, comparing across three retail formats (e.g. supermarket, minimarkets and convenience store) in Malaysia, and exploring how these local grocery retailers segment, target, position (STP Strategies) and plan for their marketing mix strategies. In order to investigate the experience shared among the retailers, textual data has been collected with the interview approach, and analysis focused on comparing the similarities and differences in retail strategies adopted by these grocery retailers. The data were transcribed and analysed using content analysis with the aid of Quirkos software. The study adopts face to face pre-planned semi-structured in-depth interviews to ensure consistency. The findings of the paper provide an alternative perspective for the retailers and marketers towards the importance of STP and marketing mix strategies in the grocery retail industry. The paper also demonstrates the extension in the current marketing literature, which highlight the crucial contribution of STP and marketing mix strategy in the marketing discipline. |
format |
Proceedings |
author |
Phang, Ing @ Grace Zaiton Osman Lim, Tze-Yin |
author_facet |
Phang, Ing @ Grace Zaiton Osman Lim, Tze-Yin |
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Phang, Ing @ Grace |
title |
Marketing mix and STP strategies: a qualitative inquiry into
grocery retailers in Malaysia |
title_short |
Marketing mix and STP strategies: a qualitative inquiry into
grocery retailers in Malaysia |
title_full |
Marketing mix and STP strategies: a qualitative inquiry into
grocery retailers in Malaysia |
title_fullStr |
Marketing mix and STP strategies: a qualitative inquiry into
grocery retailers in Malaysia |
title_full_unstemmed |
Marketing mix and STP strategies: a qualitative inquiry into
grocery retailers in Malaysia |
title_sort |
marketing mix and stp strategies: a qualitative inquiry into
grocery retailers in malaysia |
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https://eprints.ums.edu.my/id/eprint/27143/1/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia-Abstract.pdf https://eprints.ums.edu.my/id/eprint/27143/2/Marketing%20Mix%20and%20STP%20Strategies%2C%20A%20Qualitative%20Inquiry%20into%20Grocery%20Retailers%20in%20Malaysia.pdf https://eprints.ums.edu.my/id/eprint/27143/ |
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13.19449 |