期刊名称:International Journal of Business and Management
印刷版ISSN:1833-3850
电子版ISSN:1833-8119
出版年度:2012
卷号:7
期号:23
页码:96
DOI:10.5539/ijbm.v7n23p96
出版社:Canadian Center of Science and Education
摘要:In this research, the business owners of batik SMEs were analyzed on their marketing strategies. The objective is to examine if the marketing strategies of high performance batik SMEs differently from low performance batik SMEs. The high and low performance batik SMEs were categorized based on their annual sales and profits for three consecutive years. For this purposes, the questionnaires were distributed among 186 batik business owners in Malaysia. The data collected were then analyzed using Mann-Whitney U Test and Chi-Square Test. The result found that the high sales and profits performers are not only focused in local market, but they expand their sales out-of their states. For high sales performers, they are frequently advertised their businesses and using various promotional tools. Hence, efforts should be made by the low performers to find and expand their sales outside of their states, advertise their businesses more frequently and not only depends on personal network as promotional tools. Using various promotional tools especially media, could help in increasing sales. The conclusion is that the way of how the business owners market their products impact the performance of the firms. By identifying the marketing strategies of high performance batik SMEs, this research will provide batik entrepreneurs some guidance and will help low performers identify their weaknesses by comparing the marketing strategies practiced by high performers.