Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes
This case study analyses the Strengths, Weaknesses, Opportunities and Threats (SWOT) of the Federal Agricultural Marketing Authority (FAMA). The Kedah branch was chosen as the subject of this study. The result of the analysis shows that the management of marketing communication of Kedah FAMA could b...
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Universiti Utara Malaysia
2005
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my.uum.repo.1452010-07-05T04:15:36Z http://repo.uum.edu.my/145/ Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes Mohd Mokhtar, Sany Sanuri Mohamed, Zahari Razalli, Mohd Rizal Arshad, Rozita HD28 Management. Industrial Management This case study analyses the Strengths, Weaknesses, Opportunities and Threats (SWOT) of the Federal Agricultural Marketing Authority (FAMA). The Kedah branch was chosen as the subject of this study. The result of the analysis shows that the management of marketing communication of Kedah FAMA could be further improved. There are several problems faced by Kedah FAMA in managing promotion activities and marketing communication in this state. Problems that have been identified include ineffective marketing communication practices, difficulties in penetrating major retailers and supermarkets, non-standardised product quality and supplies from Small Medium Industries (SMI) entrepreneurs, and the dependance of the agency on the head ofice especially from financial resources and policy perspectives. The researchers have conducted SWOT analysis on the organisation and suggested several strategies and suggestions to help solve the problem. Some of the suggestions given include implementing integrated marketing communication and trade promotion strategies, conducting planning and control on the performance of SMI entrepreneurs, providing training for staff and producing own financial resources. Universiti Utara Malaysia 2005 Article PeerReviewed application/pdf en http://repo.uum.edu.my/145/1/Sany_Sanuri_Mohd_Mokhtar.pdf Mohd Mokhtar, Sany Sanuri and Mohamed, Zahari and Razalli, Mohd Rizal and Arshad, Rozita (2005) Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes. International Journal of Management Studies (IJMS), 12 (1). pp. 117-139. ISSN 0127-8983 http://ijms.uum.edu.my |
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HD28 Management. Industrial Management Mohd Mokhtar, Sany Sanuri Mohamed, Zahari Razalli, Mohd Rizal Arshad, Rozita Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes |
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This case study analyses the Strengths, Weaknesses, Opportunities and Threats (SWOT) of the Federal Agricultural Marketing Authority (FAMA). The Kedah branch was chosen as the subject of this study. The result of the analysis shows that the management of marketing communication of Kedah FAMA could be further improved. There are several problems faced by Kedah FAMA in managing promotion activities and marketing communication in this state. Problems that have been identified include ineffective marketing communication practices, difficulties in penetrating major retailers and supermarkets, non-standardised product quality and supplies from Small
Medium Industries (SMI) entrepreneurs, and the dependance of the agency on the head ofice especially from financial resources and policy perspectives. The researchers have conducted SWOT analysis on the organisation and suggested several strategies and suggestions to help solve the problem. Some of the suggestions given include implementing integrated marketing communication and trade promotion strategies, conducting planning and control on the performance of SMI entrepreneurs, providing training for staff and producing own financial resources. |
format |
Article |
author |
Mohd Mokhtar, Sany Sanuri Mohamed, Zahari Razalli, Mohd Rizal Arshad, Rozita |
author_facet |
Mohd Mokhtar, Sany Sanuri Mohamed, Zahari Razalli, Mohd Rizal Arshad, Rozita |
author_sort |
Mohd Mokhtar, Sany Sanuri |
title |
Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes |
title_short |
Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes |
title_full |
Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes |
title_fullStr |
Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes |
title_full_unstemmed |
Analisis SWOT komunikasi pemasaran bersepadu: satu kajian kes |
title_sort |
analisis swot komunikasi pemasaran bersepadu: satu kajian kes |
publisher |
Universiti Utara Malaysia |
publishDate |
2005 |
url |
http://repo.uum.edu.my/145/1/Sany_Sanuri_Mohd_Mokhtar.pdf http://repo.uum.edu.my/145/ http://ijms.uum.edu.my |
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13.1944895 |